1 How To Double Your Internet Closing Ratio In 90 Days.

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How To Double Your Internet How To Double Your Internet Closing Ratio In 90 DaysClosing Ratio In 90 Days

Is it Harder With Online Is it Harder With Online

Leads?Leads?

90% of Automobile Shoppers

Over 30%

The Average Dealership has over 10,000 Leads in the Internet Department CRM Tool

Where do these leads come from?Manufacturer’s site

Your own website

Lead providers

How Many Leads Do You How Many Leads Do You Have In Your CRM?Have In Your CRM?

Average lead cost is $20

You Are Sitting On A Pot Of You Are Sitting On A Pot Of GOLDGOLD

• 10,000 leads X $20 = $200,00010,000 leads X $20 = $200,000

• 5% Average Internet closing ratio 5% Average Internet closing ratio

• Leaving 9,500 leads unsold Leaving 9,500 leads unsold

What Happens to Those 9500 What Happens to Those 9500 LEADS?LEADS?

41% of Leads

33% of Leads

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

• Use marketing automation to ensure it is done properly

• Use email and phone calls to reach out to them

•Offer a service special in every email

What To Do With Those What To Do With Those LEADS?LEADS?

Reactivate Dormant Reactivate Dormant ProspectsProspects

Leads DO NOT get better with age

• Re-engage old prospects with personalized content Re-engage old prospects with personalized content delivered on a customized schedule monthlydelivered on a customized schedule monthly

• Quick-turn around with inbox reply automation and Quick-turn around with inbox reply automation and management management

• Generate Generate NEWNEW service business with online service business with online coupons and special offerscoupons and special offers

Reactivation ProcessReactivation Process

Clean the prospect database• Remove all spam traps

• Bad email addresses

• Invalid email addresses

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

The ChallengeThe 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)

Residual LeadsResidual Leads• The typical dealer has a five percent Internet closing

ratio• If they receive 500 leads a month, and close 25, that

creates 475 residual leads• Next month there are 500 NEW leads, plus the 475

residual, for a total of 975 leads• Without automation it is impossible to manage this

many leads

Dealer or Dealer or Brand LogoBrand Logo

Conversational Conversational CopyCopy

New Car SearchNew Car Search

Links to Links to WebsiteWebsite

PersonalizationPersonalization

Call Tracking Call Tracking NumberNumber

Professional Email Templates

Sales Call TrackingSales Call Tracking

Assign a special phone number just for the sales campaign, Assign a special phone number just for the sales campaign, which rings to your phone number; to track who, when and for which rings to your phone number; to track who, when and for how long the phone calls you receive typically last.how long the phone calls you receive typically last.

Reaching & Engaging Your Reaching & Engaging Your Old LeadsOld Leads

Delivery Rates of 99% on Clean Lists• We optimize email subject lines We optimize email subject lines • Optimize content for successful deliveryOptimize content for successful delivery• We monitor your campaignsWe monitor your campaigns• If delivery issues are detected, we will adjust them in real timeIf delivery issues are detected, we will adjust them in real time• All hard bounces, abuse complaints and multiple DNS bounces All hard bounces, abuse complaints and multiple DNS bounces

are purgedare purged

Best PracticesBest Practices• Do not SPAM• Do not send out loud, obnoxious emails• Do not sent out heavy-graphic emails• Make sure emails are mobile-enabled• Check spelling• Include links to your website

Importance Of Mobile-Enabled Importance Of Mobile-Enabled EmailsEmails

Make sure your emails are Mobile-Enabled

36%…of all consumers are reading marketing emails on a mobile device.

This rises to 55% for ages 18-34.


This is an example of a NON 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

• The best time to send an email is at 1:00 PM• The best days for follow up emails are Tuesday

through Thursday• My Suggestion is Tuesday email with a follow-up

call on Wednesday morning

When To Send Emails When To Send Emails ChallengeChallenge

Best Subject Line PracticesBest Subject Line Practices

• Make sure subject is personalized if possible• Short and honest• Do NOT use the word FREE• Never use all capital letters or multiple punctuation• Explain briefly the benefit of opening your email

Consumers Are Holding Onto Consumers Are Holding Onto Cars LongerCars Longer

Email is a relationship-building tool that will:

• Convert service customers to new-car Convert service customers to new-car buyersbuyers

• Convert finance turn-downs into service Convert finance turn-downs into service customerscustomers

• Keep local prospects engaged with your Keep local prospects engaged with your dealershipdealership

First Campaign Results: First Campaign Results: Interstate FordInterstate Ford

For Interstate Ford we sent out 16,111 emails (Old Leads Sitting in their Internet CRM) RESULTS were:

Of the 321 clicks to the dealer website, Of the 321 clicks to the dealer website, 90% searched new or used cars90% searched new or used cars. . *Industry standard open rates on e-saturation campaigns are 1-4% *Industry standard open rates on e-saturation campaigns are 1-4%

Results ReportsResults Reports

Reports track from emails sent - to opened - to read.Reports track from emails sent - to opened - to read.

Sales Summary Sales Summary

How do you How do you TargetTarget your leads one by one? your leads one by one? With relevant Email Marketing using ASMWith relevant Email Marketing using ASM

Engage Based Upon InterestEngage Based Upon Interest

Dear Jennifer, Searching for a Service Department you can trust? Sarasota Ford is your answer offering a one stop shop for all of your maintenance and service needs. •Technically Advanced Service Center

•Latest Diagnostic Computer & Repair Equipment •Factory Trained Technicians•Supplier of “OEM” Quality Parts

At Sarasota Ford we look forward to serving you!

Sincerely,Tony CooperService [email protected]

As a preferred online customer PLEASE print this email and bring it with you.

Create Relationships:Create Relationships:•Find out prospect’s interest Find out prospect’s interest •Get and keep them engaged Get and keep them engaged •If service was provided on If service was provided on current vehicle, prospect could current vehicle, prospect could turn into future buyerturn into future buyer

Preset Sales Email SchedulePreset Sales Email Schedule

14

23

1New New

YearYear’’s s Special:Special:

Free Free DetailDetail

ValentineValentine’’s :s :LeasingLeasing

OfferOffer

ASM….Tracking ResponsesASM….Tracking ResponsesTypical EngagementTypical Engagement•1,000 Opens (10%)1,000 Opens (10%)•750 Reads (6%)750 Reads (6%)•400 Clicks400 Clicks•100 Click on Service Coupons100 Click on Service Coupons•These 100 “Hand-raisers” move These 100 “Hand-raisers” move into a new message queueinto a new message queue

SERVICE CAMPAIGN

100100

Dear Mark:Dear Mark:

WeWe’’d love the opportunity to d love the opportunity to make you a lifetime customer at make you a lifetime customer at Graff Chevrolet. Attached you Graff Chevrolet. Attached you will find a link to our service will find a link to our service department where you can sign department where you can sign up for a FREE oil change for up for a FREE oil change for your new Corvette!your new Corvette!

Please take a moment to visit Please take a moment to visit us.us.

Clicks Trigger Next PhaseClicks Trigger Next Phase

ASM…Second Triggered CampaignASM…Second Triggered CampaignMessages to 100 Service ClickersMessages to 100 Service Clickers

Service Service Letter 1Letter 1




Sent – Day 1“Service Links”

If no “service-click” Sent 1 Week Later



$9.95$9.95OilOil

ChangChangee

Clicking on “Service” link triggers Oil Change coupon email being sent automatically

The Benefits of Adaptive The Benefits of Adaptive Sequence MessagingSequence Messaging

Pre-built Sequential Targeted MessagesPre-built Sequential Targeted Messages•Triggered conditionally, based on user response to prior messages in sequence – entirely automated and on a timed schedule

Dramatically improved cumulative response Dramatically improved cumulative response rates for marketing campaignsrates for marketing campaigns

• Build RelationshipsBuild Relationships• Educate CustomersEducate Customers• Qualify LeadsQualify Leads• Close salesClose sales

Mining Gold in ServiceMining Gold in Service

Internet leads have typically never been marketed to Internet leads have typically never been marketed to for service. for service. Advantages: Advantages:

• Cheaper & FasterCheaper & Faster

• Local ProspectsLocal Prospects

• More profitableMore profitable

• Keeps them in your family of Keeps them in your family of

customerscustomers

Monthly Service Coupons Sent Monthly Service Coupons Sent AutomaticallyAutomatically

Oil Oil ChangeChange

Battery TestBattery Test

Tire RotationTire Rotation

55

33

1616

A Service- Cycle Offering

E-mail

Coupons are

Cost-effective

and

Trackable

Service Coupons For All Service Coupons For All Makes and ModelsMakes and Models

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

• Bring in additional customersBring in additional customers

• Reactivate dormant leadsReactivate dormant leads

• More profitableMore profitable

• Keeps them in your family of customersKeeps them in your family of customers

The Power Of WomenThe Power Of Women

78% 78% of your service customers are womenWomen are 3 times 3 times more likely to post a review as opposed to men

Feeding Your BDCFeeding Your BDCThe success behind a BDC is the combination of people, process

and execution ultimately leading to increased traffic:

• Phone UpsPhone Ups

• Internet LeadsInternet Leads

• Unsold TrafficUnsold Traffic

• Owner RetentionOwner Retention

• Database MiningDatabase Mining

• Referral and Lead GenerationReferral and Lead Generation

Reports how many prospects clicked a link to your Reports how many prospects clicked a link to your website in the campaign email.website in the campaign email.

Click Through ReportsClick Through Reports

Targeted Follow-UpTargeted Follow-Up

• Use data from reports to follow up on prospects based upon interest

• Behavioral targeting• If they click on a link for used cars, they are a

prospect for used cars• If they click on a link for service, they are a prospect

for service• Send them info based upon what they want

Detailed ReportingDetailed Reporting

Detailed Reporting Includes:

• Emails Sent Emails Sent

• Emails OpenedEmails Opened

• Emails ReadEmails Read

• Clicks to Dealer WebsiteClicks to Dealer Website

• Sales Call TrackingSales Call Tracking

• Service Call TrackingService Call Tracking(examples to follow)(examples to follow)

Clicker ReportsClicker Reports

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

Keep Your Dealership Keep Your Dealership On The Top Of Their MindOn The Top Of Their Mind

Building Personal Relationships Requires:

• Two-wayTwo-way business/customer interaction business/customer interaction

• TimeTime and and contentcontent relevant communications relevant communications

Email Marketing Solutions Designed to Help You:

• Automate email marketingAutomate email marketing

• Retain with relevant, timely contentRetain with relevant, timely content

• Target with high-response campaignsTarget with high-response campaigns

• Track their activities & interestsTrack their activities & interests

AdvantagesAdvantagesClear and effective messaging will produce resultsClear and effective messaging will produce results

• Relevant content will engage local prospects

• Easy-to-read messages (bulleted)

• Calls-to-action are clearly designated

• Higher conversion rates

• Build relationships producing sales results

• Messages are not filtered out as spam

Best Practices SummaryBest Practices Summary

1. Put in place an automated follow-up system for at least 120 days

2. Clean your old prospect database

3. Start an email campaign to the old prospect database• Service beginning of the month• Sales the middle of the month

4. Monitor results• Test delivery• Cyber-shop your own delivery and lead providers

Questions? Questions?

For More Information For More Information Contact:Contact:

Peter “webdoc” Martin941.756.1932 office954.205.7716 cell

[email protected]

1 How To Double Your Internet Closing Ratio In 90 Days.

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