Does your in-dealership experience match your customer’s online experience? If not, you’re bound to lose sales according to David Kain of KainAutomotive.com. David was the international guest speaker at this year’s Australian Automobile Dealers Association National Dealer Convention (AADA) where he presented his insightful lead-generating strategies and customer communication techniques which are designed to boost the car buying experience. Click now to hear David’s presentation: http://enews.ebusinessmedia.com.au/client/aada/2013/Main_pres_01.mp3

1. Internet Sales Success
It’s all about mastering the Fundamentals
Presented by David Kain
President, KainAutomotive.com
Let’s connect!
859-533-2626 cell/text
David.Kain Skype
@KainAutomotive Twitter
+ David Kain Google +
david@kainautomotive.com

2. Mastering the Fundamentals
• The Car is the STAR!
• An “Enquiry” is a real Person
• Understanding the Shopper’s Journey
• Process is the Success Path
• Make the 1st Contact the Best Contact
• The Dealership MVT

3. 3
The CAR is the STAR
Beautiful Listings

6. 6
eImportsforless.com

7. 7
eImportsforless.com

8. 8
StarwoodMotors.com

9. 9
StarwoodMotors.com

10. Don’t Forget…
• A well written and inspirational description
of the vehicle that motivates a call or click
• On the Market Pricing!

11. If they don’t
want your
car…

12. You won’t
receive an
Enquiry!

13. 13
An Enquiry is
a Real Person

14. “I’m
not
an
enquiry…I’m
a
person”

15. New Car Buyer Profile
$87,100
Average
Annual
Income
54%
have
a
College
Degree
or
Higher
Average
Age
Is
40.1
years
60%
Male
and
40%
Female
2013
Netpop/Google
Global
Auto
Shopper
Study,
Australia,
New
Cars

16. New Car Buyer Profile
2013
Netpop/Google
Global
Auto
Shopper
Study,
Australia,
New
Cars
51%
Need to
Replace
an Old
Car
Average
Price
Paid for
a New
Car = A
$30,700

17. Avoidance
Best Price
Convenience
The ABC’s of the
Internet Shopper

18. Only 17% know
the make & model
they want to buy
2013
Netpop/Google
Global
Auto
Shopper
Study,
Australia,
New
Cars

19. 19
Understanding the
Shopper’s Journey

20. It’s a Long and Tangled Path

21. Different Shopping Experiences

22. Take Virtual Field Trips

23. To understand
why customers
made an
enquiry

24. Get your Manager’s Involved
Put the Mouse in their hand

25. 25
Process is the
Success Path

26. The most important 1st Step

27. Date/ Time: September 12, 2013 / 8:17 am
Source: Dealer Website
Lead Type: Enquiry on Price
Name: Jack Reacher
Email: reach100@gmail.com
Address: 12 Martens Place, BROOKFIELD 4069
Phone: (262) 797-9400
Make/Model: 2013 Subaru Forester
Stock # CA2276
Comments:
I would like a price on this Forester for my wife and will
be trading in my 2010 Honda Accord with 23,500 miles
Do
I
know
him?
Contact
Info?
Asking
for?
Lead
Source?
Can
I
answer
?
27

28. The
“How
To”
Guide
for
your
Sales
Team

29. Day 1 is the BIRTHDAY
of the Enquiry

30. An
“ExcepQonal”
Day
1
New
Lead
Received
Auto
Response
Email
Pre-­‐Contact
Checklist
1st
Personal
Call
Personal
Email
HandwriVen
Note
&
Text
2nd
Personal
Call
Personal
Email
30
Elapsed
Qme
to
1st
Contact
=
5
Minutes
Always,
always,
always…leave
a
Quality
Voicemail

31. Day 1 Board
Go Retro to Go Forward
The
Day
1
Board
keeps
me
involved
on
each
and
every
prospect

32. Day 1 Available Actions
Call
within
5
minutes
Personal
email
a]er
the
call
Personal
video
via
email
or
text
Quick
text
with
message
/
picture
/
video
HandwriVen
note
or
postcard

33. Day 1 is the Connection Day

34. Sell the REPLY ask a question
Sell the CALL save them time
Sell the VISIT inspire a drive
Sell the CAR make it special
The RIGHT Communications Sequence

35. Don’t be like “MOST” Salespeople
Don’t just ask for
the appointment
Offer Sincere
Assistance

36. What if we
don’t
CONNECT
on Day 1?

37. We
PUSH
PRESS
NURTURE

38. 3-­‐Day
“PERSONAL
PUSH”
Personal
Call
2x
Personal
email
2x
HandwriVen
note
&
Text
Personal
call
Personal
email
Manager
review
&
call
or
BDC
call
Manager
or
BDC
email
Day
1
Day
2
Day
3

39. Two
Week
“PRESS”
Update
email
Update
call
Survey
email
Update
call
Bridge
to
long-­‐term
email
Update
email
Day
5
Day
8
Day
11
Day
14

40. Long-­‐term
“NURTURE
MARKETING”
Events/Vehicle
Specials/
Service
Specials
Update
call
Update
email
Un3l
they
Buy
or
Unsubscribe
Weeks
3
-­‐
6
2
x
Monthly

41. After Connecting
you need
“Situational Processes”
Contact made
appointment set
Contact made
no appointment
Appointment
no show
Appointment show
unsold
Etc.
41
Contact
Made
&
No
Appointment

42. 42
Make the 1st Contact
the BEST CONTACT

43. The 1st Call
CALL
CONTROL
WORKSHEET

44. Talk Pretty
May
I
ask…
Certainly
I
would
be
happy
to
I
apologize
I
understand
I
am
glad
you
called
Please
allow
me…
Thank
You
44
44

45. I
can
help
you
with
that
Right
Away

46. Talk Pretty
Type Pretty
Text Pretty
46

47. The 1st Email
THE
SUBJECT
LINE
IS
CRITICAL
Hi
Patrick…Price
Info
on
the
2013
Camry…David
@
Sydney
Toyota

48. Good Foundation Examples:
• Hi Tiea…2013 Camry info…from David @ Anytown Toyota
• Hi Tiea…2013 Camry price…from David @ Anytown Chevy
• Tiea…did the spam monster eat my emails? David at Anytown Ford
• Tiea…Kia Rondo availability…from David at Anytown Kia
• Hi Tiea…Would love more info on your 2008 A4? David at Anytown Audi
• Message from the Owner or GM @ Anytown Mercedes Benz
A Little Different Twist Examples:
• Hi Tiea…1st pick of our new batch of Tiguans…David @ Anytown VW
• Hi Tiea…2 quick questions about your Altima request…David @ Anytown Nissan
• Tiea…what if we paid you for a Challenger test drive? David @ Anytown Dodge
• Tiea…need some gas? Free gas with a Fiat test drive…David @ Anytown Fiat
• Hi Tiea…I’ve asked my manager to help me with your Sonata request…David @ Anytown Hyundai
Other Creative Examples:
• Hi Tiea…Can you?
• Hi Tiea…Will you?
• Hi Tiea…Did we?
Subject Lines = Opened Emails

49. The most valuable element of
an email…
?ques/ons
generate
replies!
49

50. • Does your Subject Line inspire them?
• Does your email have a question?
• Did you sell the value of a phone call?
• Do you have a link to the vehicle
• Would a video walk-around help?
Before you Hit Send…

51. The 1st Text

52. 52
The 1st Video

53. 53
The 1st Video

54. 54
The 1st Video

55. The 1st Note
Hi Mike,
Just wanted to say thanks
for considering us for your
new BMW. Please keep my
name and number handy.
I’m here to help!
David

56. The 1st Voicemail

57. 57
The Dealership
MVT’s

58. Dealership MVT
Emails
Videos
CRM
Notes
Phone
Calls
Texfng
Pictures
“Most Valuable Tool”
I
can
help
you
succeed

59. 59
Develop a
CRM Culture

60. ?
Are
you
making
notes
in
your
CRM
on
your
customers?
It’s
easy
to
do…Just
ask,
and
then
add
info
to
your
CRM.
Customers
appreciate
it.

61. Lives
close
by
dealership
Married
with
2
kids
Husband
is
Joe,
kids
are
Mike
&
Jenny
Previous
buyer
Owner
of
Ad
Agency
Birthday
is
October
12th
Likes
to
pay
cash
or
lease
Birthday
is
October
12th
Loves
Soccer
and
Photography
Favorite
car
colors
are
Blue
and
Silver

62. Your CRM is your Assistant
You have a call
to make…here’s
the details

63. If your CRM looked like these
guys would you listen more?
You have a call
to make…here’s
the details
You have a call
to make…here’s
the details

64. 64
Wrap Up!

65. Mastering the Fundamentals
• The Car is the STAR!
• An “Enquiry” is a real Person
• Understanding the Shopper’s Journey
• Process is the Success Path
• Make the 1st Contact the Best Contact
• The Dealership MVT

66. Put on your Lab Coat…
This is a Grand
Experiment
You will have to try
many different
approaches

67. Questions?

68. THANK YOU!!!
Let’s connect!
859-533-2626 cell/text
David.Kain Skype
@KainAutomotive Twitter
+ David Kain Google +
david@kainautomotive.com