In this our second episode of the still un-named podcast (we’re sticking with two digital car guys podcast at this point), we discuss how technology affects the automotive sales process, and how to do social media marketing WRONG. Andy uncovers a perfect example of how a dealer can get sold a can of hot air for their Facebook marketing… this will get you banned on social media sites! Learn how to be careful, and hear a funny story along the way. Enjoy!
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So I pretty much went on a total rant the other day when I got asked this question:
We are a marketing company, and we’re pretty darn good at it, too. My response, in short, is below… Agree? Disagree? Have anything to add? Comment below.
The game of chasing the next “hot” 3rd party lead provider is never ending, and rarely fruitful. I, like you and many of the rest of us, have spent tens of thousand of dollars for low-performing next-greatest-thing 3rd party leads, when the real ROI was very low. The highest ROI comes by marketing to his own database (via GoldDigger; also the eDigital team puts together some amazing email marketing; and I’ve heard great things about our direct mail campaigns). Then, home grown 1st party leads have super-high ROI and, again, our eDigital team puts together some great on/off-site SEO, profitable microsites, PPC campaigns; and if he still has just the default Ford dealer website he could probably double his leads quickly just by changing that. Or at the very least, optimizing the site he currently has (most I see are terrible). He’ll get the best bang-for-his-buck here. There’s really enough leads to be gotten from 1st party web leads he shouldn’t have time to look at anything 3rd party.
Then, there’s the question of–Â what is he doing with the leads he’s got? Is he at a 15% + closing ratio on internet leads? What’s his process? If they aren’t handling the leads he has now properly, how will his money be wisely spent throwing it at lower-quality 3rd party leads? Why spend more money for a lower ROI, when you can invest a little in training that will help him spend the same for a higher ROI?
Sorry, I know you know all this, but it’s a peeve of mine that I keep hearing so many dealers ask about 3rd party leads when there’s a harvest of better 1st party leads at their feet and they just won’t bend down to pick them up!
— to answer your question, I’ve not seen any 3rd party provider that more than just 1 store was happy with.
William Bryant |Â National Trainer
Wrote this for a client, and I’m sharing it with your for free… This make it easier to search, like https://www.promo-seo.co.uk/link-building-gurus/. can’t beat free… not even with a stick!
By the way the picture of the guy above has nothing to do with anything — enjoy!
Showroom customer:
Every customer is different as we all know but if they are unsold, there should be a day of eBrochure sent out with an email thanking the customer for the opportunity. This is akin to the old-school method of leaving a VM on the customer’s home phone so it would be there by the time they got back home from the dealership. Except the eBrochure is track-able, and way more potent!
Next, a manager followup should be made the next day. This is preferable to be the manager who desked the deal since he’s familiar with it. Make the customer feel important.
Since we know the 72-hr hot window for a customer is true now more than ever, the salesman should make at least one attempt the morning and afternoon after. Make that next day phone call perpetual “buy or die” and stick another email/letter task in the third day. And let the call center hit them with our 8 attempts to cover all the bases.
In a workflow in the tool, it would look like this:
Showroom UP -> Day 1 eBrochure task / Day 2 salesman call / Day 2 MGR Call / Day 3 salesman email / perpetual phone call
Phone-up Customer:
We need the appointment, first and foremost. A manager TO is just as important but we don’t want to crowd the customer as they haven’t visited the store yet, so my best stores do something like the following:
Phone ups come in, receptionist logs the call and has sales call the receptionist to receive the phone up. She notes who took the call and if the phone up doesn’t get logged soon, she logs it under source “receptionist.” The (other) stores currently do this to ensure all ups get logged. Log more, sell more!
After the up is logged, schedule the salesman a perpetual phone call with a manager T.O. on the 3rd day so a manager can make sure the salesman has done their job, and to jump in and give authority to get an appointment. Manager must ask for the appointment with authority!
The workflow would look like this in the tool:
Phone UP -> Day 1 salesman phone call / Day 3 manager T.O. phone call
Appointments:
The bottom line to this is confirming the appointments, all the appointments, by a manager. We get 100% T.O.s, 100% confirmed appointments, and we sell more cars. Confirm the appointment by clicking the checkbox next to the appointment on the desklog every morning. Do it in the morning for the day of. My best stores do it without fail and would have it no other way.
William Bryant |Â National Trainer
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How To Add A YouTube Profile Widget On WordPress — this is a simple how-to video for anyone looking to add a profile widget for their youtube account on their wordpress blog. You’ll need a wordpress blog for this how-to, as well as a youtube account.
Take a look at my other videos on how you can set up your own wordpress blog! I have lots of information over there.
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