Stealth shoppers now make up over half of new car buyers. These buyers research online anonymously and never submit their contact information through dealership websites or forms. To regain influence over customers, dealerships need to embrace a 21st century internet experience by being available wherever and however customers want to communicate, including anonymously, and by responding helpfully without asking for personal information first. This will require changes to staffing, processes, and company culture, but can significantly increase sales by engaging the majority of today's car buyers.

1. Nabbing Stealth
Shoppers
Myril Shaw
Page 68

2. Nabbing Stealth Shoppers
Creating a 21st Century Internet
Experience

3. About Nabthat
• The Mission: To provide the best online car
buying and selling experience through our
outstanding products and dealer partners
• Two customers at all times
• Consumers (who pay your bills)
• Dealers (who pay our bills)
– Unique in the industry
• E-Commerce excellence occurs when the
needs of both customers are met

4. My Goals For Today
You are entertained, or at least not bored stupid.
You learn at least one new thing.
You are provoked into thinking differently.
No one falls asleep!
You leave with directly and immediately actionable information.

5. The New Digital Divide
The Digital Divide used to be those who had access to the internet and those who did
not! Not anymore!
Here is the challenge!
Left Of The Divide – The Old
• A Traditonal Internet Department
– Moved From Snail Mail To Email
• Plus an Auto-Responder
– Desk Phones and Answering Machines to Cell
Phones and Voicemail
– One Mission: Set an Appointment to “Come
on in.”
– “Your online and overall car buying
experience is dictated by us.”
The New – Right Of The Divide
• The 21st Century Internet Experience
– Online means chat, text, email
– Requests asked are responded to, at no
charge
• Prompt, professional, complete
– One Mission: Engage the buyer by building
trust.
– “Your online and overall car buying
experience is dictated by you.”

6. 8,000,000

7. $240,000,000,000

8. Your First
QUIZ!

9. 8,000,000
What did
new car buyers in 2012
consuming
$240,000,000,000
worth of vehicles
have in common?

10. HintAccording to JD Power,
all these buyers had two things in common.

11. # 1
They all shopped online.
They were all AIUs (Automotive Internet Users).

12. # 2
They never submitted a Lead Form.
These buyers were stealth until they showed up.

13. The Stealth Shoppers
• 8,000,000 real buyers equates to 55%
of all new cars sold
– 8,000,000 stealth shoppers
• 18% of all new cars sold were bought
by non Automotive Internet Users
– Old school, traditional buyers who
simply go to the closest dealership
and/or are influenced by traditional
media
• Internet Departments and BDCs
gained access to 27% of new car
buyers
18%
27%
55%
2012 New Car Buyers
Non-AIU
AIU-Submitter
AIU-Non-
Submitter

14. And More Stealth
• The average dealership website
gets 5,000 unique visitors per
month
• The average dealership website
generates 100 leads per month
• Online shoppers on your site are
not taking action
2%
98%
Dealership Website Actions
On-site
Consumers
Taking
Action
On-site
Consumers,
No Action
Web Site Actions
Visitors Taking
Action
Visitors Leaving
Without Action

15. What Keeps People Stealthy

16. So What – They Bought
From you?
How do you know? How did you influence them?
By the way, so did all your competitors…
You have lost your personal influence!
$$$ $$$

17. How Did It Come To This?
When did you lose direct influence over many more than half of your
customers?
How did your customers get so educated when you have told them
nothing?
Is this an inevitable reality going forward?

18. It Is Not You
Fewer people gave members of Congress high “honesty
and ethical standards” ratings than almost any other
profession surveyed in a new Gallup poll released
Monday.
In ranking 22 occupations, respondents put only car
salespeople lower than members of Congress. And while
a slightly greater percentage of representatives got a
“very high/high” honesty rating (10 percent) than did
salespeople (8 percent), five percent more respondents
scored Congress very low/low (54 percent) on the
honesty scale than they did salespeople (49 percent).
- The Washington Post, Dec. 3, 2012
You are victimized by an arcane, outdated and fractured process
“…the characteristics that supposedly set young consumers apart may seem awfully
familiar. Consumers of all ages, after all, think car shopping is torture, or at least
unnecessarily painful. Lots of shoppers would be happy if the classic car sale transaction
– involving stressful negotiations, hours of waiting around, and a general lack of trust all
around was transformed along the lines of Gen Y’s preferences.”
Brad Tuttle, Time-Business and Money, Aug. 9, 2012

19. There Is Much Good News
You can regain influence!
You can, once again, be your customer’s ally!
This situation can be changed!
It is NOT your fault!
(At least, it did not start that way!)
But you have allowed some bad behavior!

20. Your Second
QUIZ!
Note: This one is not really
fair!

21. 8,000,000
Who is the single individual
most responsible for
stealth shoppers in
2012?

22. Hint
It is not Al Gore and his invention of the internet.

23. Hint, hint
The company he founded changed a lot of things.

24. Answer
Jeff Bezos!
Amazon changed the way people used the internet.
Amazon transformed consumer e-commerce.

25. What Consumer E-commerce Has Come To Mean
Privacy (anonymous till Point-of-Sale)
No questions asked
Fact: 77% of the Stealth Shoppers specifically stated that they wanted anonymity
Speed
Information right now
Fact: Sub 2 hour response times improved close rates 25%
Visibility
“I don’t just know about you, I know about your competition.”
Fact: The Stealth Shoppers shopped 4.2 stores
Convenience
Answers - Any time, anywhere
Fact: Over 60% of the Stealth Shoppers were online between 6PM and 10PM
Transparent and Helpful Communications
Full disclosure, honest data, “all in”
Fact: Helpful communications improved close rates 10x

26. Consumer E-commerce Is Pervasive In The 21st Century
Clothes and shoes
Vitamins and medicines
Jewelry (even very expensive jewelry)
Books
(for those remembering George Carlin - Real Estate does not belong on the list)
Food and wine
Appliances
Travel
Property rental
And everything except cars, boats, heavy equipment and Real Estate
Companionship (amateur and professional)

27. The
Consumer E-commerce
Mentality Has Created
A Market Where
The Majority Of
Car Buyers
Operate In
Stealth!

28. The Times – They Are A Changing
Consumer Dealer
Consumer Dealer
Consumer Dealer
The Good Old Days
The Internet Age
The E-Commerce Era
The balance of
knowledge and
expectation, and so, the
balance of power, has
shifted.

29. Why Are There Stealth Shoppers?
• Pervasive consumer e-commerce has taught your
shoppers to refuse to “pay” for information with
their Name, Email and Phone

30. Okay, Some Of It Is You
No one in this room would support or endorse what you are about to
hear
No GM or Owner would knowingly allow this
Buckle up!
Brian, what is going on brother? Why don’t you answer your phone dude? Are you scared? I mean, you know you don’t
have to be scared Brian. That is kind of silly… to be scared to answer your phone.
This is _________ with _________.
I was just wondering if you are a man of your word or not - and what was going on - because you did not come back -
and you have not answered your phone, like a scared little kid. I was just curious though. I figured you probably went
and bought the Ford and you are scared to tell us, tell me. That is okay man. Tell you what, I am a white man and I’m
old enough to have stuff like that happen. Yeah, you are not going to hurt my feelings. Yeah, you can just say Mark I
bought a car somewhere else. That is fine. It is okay. Really, it’s okay.
You don’t have to be scared.
Okay, bye.

31. Stealth Buyers Are Unique Buyers
Unique to
Stealth, 94%
Dealer Website
Honda Website
Google
Edmunds
Costco
TrueCar
Other
Other
Anonymous Audience Overlap With Traditional Lead Sources,
California import brand

32. Stealth Craves Privacy
Anonymity
Dealer Ratings From Other Buyers
Communicating with Dealers Online
Most valuable features expressed by CarWoo! users
Least Valuable Most Valuable
Privacy
Most valuable features expressed by Anonymous users

33. You Can Regain Your Influence
This guy!
But…you can’t be…
The very picture of insanity
Repeating the same behavior and expecting different results

34. The Solution Requires Change, Effort and
Commitment
The three key elements of success
People
PracticeProcess

35. Not For The Faint Of Heart
Step 2:
Shut down your BDC
Step 3:
Create your 21st century Internet experience
Step 4:
Get to work finding the right people, implementing the right processes,
instituting the right practice
Step 1:
Close your internet department
Step 5:
Attract and sell to stealth shoppers

36. This Is About Change
News ways of communicating with customers
New ways of tracking, monitoring and managing
Failure to embrace change means changing to
embrace failure
New ways of hiring and scheduling

37. The Right People
What Is Not A Requirement
Knowledgeable About Cars Or Dealership Operations
As long as they care, this can all be taught
Experience
Training and practice will trump experience, and there are no bad habits to unlearn
Currently In Sales
Look for a background where customer satisfaction is important

38. The Right People
Where To Look
Starbucks (And Other Customer Facing Jobs)
Learning how to interact effectively with people is the single most important skill
In Your Store
Continually look for the diamond in the rough
Recent Graduates
College, Jr. College, possibly even High School
Moms With Teens and College Students
They know the technology and language; embrace the scheduling challenges

39. The Right People How Do You Know?
Do They Have A Smart Phone?
How frequently do they text friends or loved ones?
Are they active on Facebook, Twitter or others?
The Writing Test
Get a writing sample on the spot (this is not about
penmanship). For each scenario the rule is 400
characters or less in 3 minutes.
Scenario 1-Have them select an object in the room,
describe it, explain why it would be good for you and
ask a question designed to continue the conversation.
Scenario 2-Have them describe in writing what
makes them different than anyone else applying for
the position.
What is their online profile?
How do they represent themselves on LinkedIn,
Facebook, etc.?
What do their friends say?

40. Your Third
QUIZ!

41. Who knows what
BHAG
stands for?
(And for extra credit, where did it come from?)

42. Answer
Big Hairy Audacious Goal
A long-term goal that changes the very nature of a business’ existence.
BHAGs are meant to shift how we do business, the way we are perceived in the
industry and possibly even the industry itself.

43. The Right Processes
The BHAG
Fully Embrace the 21st Century Internet Experience For Automotive
In all of its inconvenient dimensions
Be There
Where the customer is
When the customer is
Communicate Their Way
Text – chat – email – phone – store
Anonymous - private
Give Before Ask
First build trust
Answer questions fully and disclose before asking for anything

44. Dealer Site
Google
3rd Party Sites
Yelp
Twitter
Facebook
OnlinePhysical
Against Where Your
Customers Want To
Find You
Don’tDiscriminate
The Right Processes - Be There

45. When your buyers are
looking for you and you
are not around-what do
you tell them?
Youmightshiftyour
InternetDepartment
hours
The Right Processes - Be There
The Internet does not
close
 Consumers are always
on

46. The Right Processes - Communicate Their Way
Text (and don’t forget mobile)
Chat – Email – Phone - Store
Their preferred medium needs to be yours

47. The Right Processes
Communicate Their Way
Anonymous
No matter what the medium – allow the consumer their privacy

48. The Right Processes
The Myth Of The CRM
The Traditional Process
Lead (contact info) -> CRM -> Sales Process -> Sold (3% - 5%)
The New Process – The Anonymous CRM
Connect (anonymous request) -> Engage (Respond) -> Reveal -> Sold (80%)
Stealth Shoppers Are NOT In Your CRM
They will not be, unless they show up in your store.

49. The Right Processes - Give Before Ask
Requests Are Awesome
Respond without conditions
Engagement Is The Key
Rapid, transparent, honest responses engender engagement
Once Engaged, Personal Information Follows
80% of people who have engaged in anonymous communication voluntarily gave up
personal details
The 21st Century Internet
Respond, engage, sell

50. The Right Processes - The Outcome

51. Practice
Being There
Ensure prompt responses all the time
Literate and Helpful
Monitor the communications
Continuous Improvement
Track ratings and reviews to ensure upward trend
Accept Anonymity
Ensure communications are gives and not asks
Provide a chance for anonymous exchanges
The Old And Comfortable Way May Be Wrong
“My team prefers to do things this way…”
Your customers prefer to do things a different way

52. Embrace Consumer Anonymity
Early Movers With Internet Leads Won – For A While
Traditional leads are rapidly decreasing in value
What You Do Today Works For Just 45% Of Your Buyers
18% of buyers don’t even pay much attention to the Internet
Only 27% of buyers are completing forms
21st Century Means Stealth/Anonymous - 55% Of Your Buyers
You can engage anonymous shoppers in a MarketPlace or on your Website (ask us how)
Early movers in Automotive E-commerce win for the foreseeable future

53. 8,000,000

54. $240,000,000,000

55. What Happens When You Embrace A 21st
Century Consumer Experience?
You Influence and Engage 80% of the 55%
And the 27% who come to your Internet Department are better served
Today’s Internet Sales Is 21st Century
Leap To The 21st Century
Increase Sales Influence By 44%

56. The Nabthat 21st Century
On Your Website

57. Process
When a consumer
tries to exit your site,
our Widget will pop
up and provide a
brief description of
your partnership
with NabThat.
The consumer will
be taken to a
NabThat page
specific to your
dealership, where
they will be able to
submit an offer or
schedule a test
drive.
After submitting, the
consumer will be
taken to their
NabThat dashboard,
where they will be
able to view your
reply.
You will receive the
consumer’s request
via your CRM,
NabThat dashboard,
text, and email. The
consumer will
remain exclusive to
you.
Connecting
Buyers
Customized
NabThat Page
NabThat
Dashboard
NabThat
Customer
Consumer Engagement

58. Widget
Sample

59. Page
Sample
This is where the consumer
is taken after clicking on
the Widget.

60. Page
Sample

61. Page
Sample

62. My Goals For Today
You are entertained, or at least not bored stupid.
You learn at least one new thing.
You are provoked into thinking differently.
No one falls asleep!
You leave with directly and immediately actionable information.

63. Any
Questions?