www.DealerSynergy.com/888-3-SYNERGY Presented By Sean V. Bradley The Evolution & Natural Selection of the Automotive Industry
The Evolution & Natural Selection of Automotive Sales Presented by Sean V. Bradley
Sep 09, 2014
The automotive industry, just as any other industry in the world, evolves over time as technology advances and customer engagement changes. The way people buy cars is different now than 20 years ago, and the way dealerships sell cars is different than 20 years. What we’ve learned is that those who are surviving in the automotive industry today have survived Natural Selection because they have evolved with the times. Those who are currently struggling refuse to evolve.
The tactics and strategies have evolved so much over the years. Those dealerships that have adjusted their processes and evaluated their vendors have not only survived the slump but have been excelling and succeeding beyond their expectations.
In this Webinar, I will be discussing the changes in the Automotive Industry and what you need to do to stay ahead of the curve. The modern sales person can’t just follow the “Road to the Sale”. They must position themselves uniquely as Entrepreneurs, mastering more than just sales techniques. I will go into depth on what that means, as well as tips and advice to better position yourself to consistently sell 30 cars every month.
Benefits of Watching this Presentation:
During this Webinar, I will provide a detailed plan of action to properly calculate how many calls and appointments are needed each month to set yourself up to sell 30 cars a month. I will discuss specific digital marketing, advertising and sales techniques that will turn a car sales person into an Entrepreneur. Using facts, examples and real life examples of success, you will learn how to properly set goals and elevate your sales success.
The tactics and strategies have evolved so much over the years. Those dealerships that have adjusted their processes and evaluated their vendors have not only survived the slump but have been excelling and succeeding beyond their expectations.
In this Webinar, I will be discussing the changes in the Automotive Industry and what you need to do to stay ahead of the curve. The modern sales person can’t just follow the “Road to the Sale”. They must position themselves uniquely as Entrepreneurs, mastering more than just sales techniques. I will go into depth on what that means, as well as tips and advice to better position yourself to consistently sell 30 cars every month.
Benefits of Watching this Presentation:
During this Webinar, I will provide a detailed plan of action to properly calculate how many calls and appointments are needed each month to set yourself up to sell 30 cars a month. I will discuss specific digital marketing, advertising and sales techniques that will turn a car sales person into an Entrepreneur. Using facts, examples and real life examples of success, you will learn how to properly set goals and elevate your sales success.
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www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
The Evolution & Natural Selectionof the Automotive Industry
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Based on the recent article in On The Move:The Evolution & NaturalSelection ofAutomotive Sales
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Sean V. BradleyFounder and CEO of Dealer Synergy
Spoken at over
90 NADA & 20
Groups
Certified Franklin-
Covey Trainer & Facilitator
Member of The
National Speakers
Association (NSA)
Creator of the
Internet Sales 20 Group
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
What You Will Learn:Powerful & Important Statistics
What it means to be an evolved dealership/sales consultant
How to engage in Proactive Prospecting
How to create a realistic plan and stick to it!
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
What You Will Learn:
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Powerful & Important Internet Statistics
92-99% of Americans go online before stepping foot inside a
dealership.
Car buyers typically spend over 11 hours searching online
Car buyers on average research 5-8 different dealerships and car
brands before making a decision
The average buying cycle is 45-90 days – much longer than the 72
hours of 15 years ago
According to NADA, traditional advertising costs $640/car; But
internet advertising costs $200/car
Digital Marketing makes it easy to track ROI; traditional advertising
is very difficult to track.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Powerful & Important Social Media Statistics
Hosted By Sean V. Bradley
84% of US Vehicle Shoppers use Facebook
41% said they saw a post that caused them to add or remove a brand from their list of choices
38% said they saw a post that caused them to add or remove a dealership from their list of choices
45% of users asked their friends/family for recommendations
25% of users said that social media significantly influenced their purchase decision
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Evolution of Automotive Sales
Evolution is the process of gradual progressive change and development
The automotive industry has shifted to a digital world, and dealers learned they can’t keep doing what they’ve always done.
Dealers that embraced Internet Sales during the recession not only survived, but thrived!
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Natural Selection &Automotive Sales
Natural Selection is the process where those that possess traits that enable them to adapt will survive more than others of their kind that lack those particular traits.
Outdated, weaker, antiquated dealerships will be consolidated and go out of business
Evolved, professional, modern dealerships will thrive, grow and conquer the competition
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
What makes a modernDealership Or Sales Consultant?
Modern stores are immersed in Internet Sales, BDC and digital Marketing
Modern stores are buying and generating leads proactively, instead of reactively
Modern stores seek to find prospects where they are – online!
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Old and New?
Typical Sales Consultants and Dealerships are reactive in how they handle leads, usually waiting for people to just walk into the dealership.
Modern Sales Consultants and Dealerships are proactive, engaging their prospects in different ways to gain their business.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Proactive Prospecting
Capture prospects at the
Point of Interest
Instead of at their
Point ofSale
If you can reach your prospects before they enter the Sales Pipeline, you’ll have the ability to influence them more directly.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
ZMOT:Zero Moment of Truth
The most influential part of a sale is the Research Stage, the time when a prospect is using Google to search for customer reviews and reaching out
to their own social networks for suggestions and recommendations.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
ZMOT:Zero Moment of Truth
GoogleZMOT Video
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
How Can You Position Yourself& Dealership for Modern Times?
Post Testimonial Videos & Written Reviews
Be Active on Social Media Networks
Manage Your Online Reputation
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Testimonial VideosVideos index higher on Google than static websites
99% of users do not look beyond the first page of results
The more you show up in results, the less the other guys do
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Testimonial Videos• New car sale• Used car sale• Service customer• Female shopper• VPP• How-to Videos
1. Film Videos
• Geo target the title and description• Use powerful key words2. Optimize Videos
• Post to all social media pages• Email to your customers
3. Deploy Videos
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Testimonial Videos
Service TestimonialCherry Hill Porsche
Purchase Testimonial2014 Honda Odyssey
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Social MediaFacebook
Youtube
Flickr
Google+
Review Blog
Tumblr
MustHaves:
Suggested:
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Social Media
Engage your customers and prospects and encourage them to engage with you. The more back and forth you have between your customers the more relevancy and
credibility you have online.
Sales Consultants:Don’t expect your dealership to take on this role alone! Be proactive by posting comments and feedback to your social media pages and share some of the dealership’s
news and events with fans.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Social Media
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Online Reputation• Rate Experience – 1-5• What did you like best, why?• Would you recommend us?• Would you allow us to use
your review in the future?
At DeliverySurvey
• Send them this survey• Ask for feedback periodically• Encourage your customers to
leave feedback on review sitesEmail Your Contacts
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Modern Sales Consultants can’t just “think” about car sales as “owning your own business”
You need to actually start acting that way.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
But How?
Start with a plan. > You can’t just follow the “Road to the Sale”
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
The Next Evolution of the Automotive Sales Consultant!
Robert WiesmanVSEO/Product Review
Elise KephartVideo Responses
Joe ArgentoSalesman Video/Branding
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:
Methodical Road Map• Create a Business Plan with a
clear end goal in mind• Plan and prepare accordingly
to make sure you meet those goals
1
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Create your Plan:• How much money do you want
to make?• What is your average
commission per unit?• How many units would you need
to sell to hit that goal?• Know your pay plan and any
incentives/bonuses to keep in mind.
END GOAL
UNITS30
1
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Diversify how you sell cars• There are 8 ways to meet prospects• Make sure you do not rely on only one area• Create a plan that reaches out to prospects
in all 8 of these categories• Be aware of closing ratios when calculating
your goals
2
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Diversify how you sell cars2
Be-Backs (50%) Walk-Ins (20%) Phone-Ups (50%)
Internet-ups (50%)
Service Customers (10%)
Previous Customers (65%)
Referrals (50%) Prospecting (50%) (Closing Ratios in Parentheses)
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Videos Index higher than static websites
Use Geo-targeting to make your info relevant
Update your information regularly to
keep it current
Encourage customers to
add their own content to your social media pages
Start with a Plan:
Internet Is Key• In order to maximize the other areas, you need to
focus more online• With positive, relevant and content filled pages, you
will attract more prospects from online sources
3
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Emulate Successful Strategies
• Dealerships should emulate the OEM strategies with regards to social media and online activities
• Sales Consultants should emulate the dealership strategies with regards to social media and online activities
4
SEO/SEM VSEO/Video Production Social Media Retargeting
Online Reputation
Website Development
Focus Sites/Micro Sites
Blogs
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Practice a Proactive Mindset
• You can not afford to wait for magic to happen• Be creative about where you find your
prospects• The way you view the sales process will
determine your behavior which will determine your results
5
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Methodical Follow Up
• Become an expert in inbound and outbound phone process (including voicemails)
• Become an expert on inbound and outbound email process
• Become an expert in Social Media Communication and Reputation Management
• Become an expert in Video Messaging – utilizing Skype, Face Time, Go To Meeting, etc.
6
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Time Management Skills
• Determine how you’re going to look for prospects• How many of them are in dealership?• How many of them do you need to call?• How many of them do you need to email?
7
Tip:Be careful of distractions disguised as opportunities!
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:
Accountability• Identify appropriate
benchmarks and standards• Create reasonable projections
and goals
8
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Accountability
• Track and test your progress throughout the month
• The right number of conversations will result in the right number of dealership visits which will result in the right number of units sold.
8 60 Calls a day
X .14
8.3Connections
Daily
14%Connection
Ratio
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
8
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
Start with a Plan:Master Your Craft
• Master the “Road to the Sale”• Master your Product Knowledge• Master the art of passionately explaining the features and
benefits of your brand over your competitors• Master your articulation of why your dealership’s VPP is better
than any other• Become a master at qualifying a prospect and determining
their wants, needs and expectations• Master an arsenal of 5-7 rebuttals for each one of the top 10
objections
9
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
ConclusionIf you want to not only succeed, but thrive, you need to evolve or natural selection will take over.
If you want things that the average sales consultant doesn’t have, you have to do things the average sales consultant isn’t willing to do.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
ConclusionBe Proactive
Have a Plan.
Keep Evolving.
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
For More Information:
Register Today at www.InternetSales20Group.com
www.DealerSynergy.com/888-3-SYNERGYPresented By Sean V. Bradley
AutomotiveInternetSales.com
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