Understanding Wine Increases Internet Sales. Joe Webb of DealerKnows Consulting shares the similarities between being a sommelier with measuring Internet sales success for auto dealers. http://dealerknows.com

1. Wine 101:
DealerKnows: Fundamentals
Understanding Wine
Increases
Your Internet Sales

2. Who’s DealerKnows?
DealerKnows: Joe Webb

3. DealerKnows: Fundamentals
It takes more than grapes.
Understanding
Training
Practice
Passion

4. DealerKnows: Lead Management
Three variables:
Wine Growing
=
Managing Leads

5. Terroir.
DealerKnows: Lead Management
Know your environment.

6. DealerKnows: Lead Management
Grapes and grape skins.
A Mix of Varietals:
Leads
Technology
Websites
Online Content

7. DealerKnows: Lead Management
Barrels or tanks.
Where People
and
Processes Ferment

8. Barrels or tanks.
DealerKnows: Lead Management
Where People and Processes Ferment

9. Don’t stop when you’ve made the
wine. Vintages can turn out bad.

10. What’s important?
DealerKnows: Lead Management
Lead Management

11. Comments are not conversations.
DealerKnows: Social Media
Social Media has a
place at your
dealership…
Intoxication.

12. What are your digital priorities?
Nothing.
DealerKnows: Sourcing

13. Become a Somelier.
DealerKnows: Quality Control

14. Buying.
DealerKnows: Quality Control
Sometimes you need a professional.
5 Ways a Sommelier Inspects Wine

15. DealerKnows: Process
Read, Deconstruct, and
Address the Lead
Color.
It’s not all Red and White

16. Aroma.
DealerKnows: Process
Breathe in their
online presence
and prepare
the response.

17. Taste.
DealerKnows: Process
Partake the lead and Respond

18. Balance/Texture.
Using multiple mediums?
Eliciting positive responses?
Follow-up strategy?
Multiple topics?
Overcoming objections?
Building value?
Confirming appointments?
DealerKnows: Process

19. •Delicate A term used similar to charm but more often relates to the more subtle
notes of a wine.
•Depth A term used to denote a wine with several layers of flavor. An aspect of
complexity.
•Dirty A wine with off flavors and aromas that most likely resulted from poor
hygiene
•Dried up A wine that has lost some of its freshness or fruitiness due to extended
aging.
•Dry A wine that is lacking the perception of sweetness.
•Earthy This can mean a wine with aromas and flavor reminiscent of earth, such
as the
•Easy A term that can be synonymous with "approachable" but more commonly
refers to a wine that is siEdgy A
•Elegant A term to describe a wine that possess finesse with subtle flavors that
are in balance.
•Expansive A wine that is considered "big" but still accessible.
•Expressive A wine with clearly projected aromas and flavors.
•Fallen over A wine that, at a relatively young age, has already gone past its
peak (or optimal) drinking period and is
•Farmyard A generally more positive term than "Barnyard" used to describe the
earthy and vegetal undertones that
•Fat A wine that is full in body and has a sense of viscosity. A wine with too much
fat that is not balanced by aciditys sa DealerKnows: Process
Finish.
Reporting:
Does your lead management
deliver the desired result?

20. Mystery Shop and Follow-Up Goals.
1. Mystery Shop
2. Auto-response
3. Timing
4. Email Strategy
5. Sell Yourself
6. Measure
DealerKnows: Follow-Up

21. Mystery Shop.
DealerKnows: Follow-Up

22. Auto: 83.64%
1 min. (median)
Email provided multiple optio20%
32.7%
Auto-response usage:
Auto-response time:
Auto-response reliance:
Default auto-response
usage:
Auto-response.
DealerKnows: Follow-Up

23. Auto-responders:
Elicit Contact
or
Build Value
If they don’t, TURN THEM OFF!
DealerKnows: Follow-Up

24. Called Before Emailing: 14.55%
Email provided price: 38.18%
Email provided multiple pricing
options: 9.09%
Email use:
Only Called:
Only Emailed:
Included a personal
picture:
DealerKnows: Follow-Up

25. Called Before Emailing: 34.55%
Email provided price: 45.45%
Email provided multiple pricing
options: 7.27%
Called Before Emailing:
Email provided price:
Email provided multiple
pricing options:
Email use:
DealerKnows: Follow-Up

26. Email Philosophy.
Provide MSRP
Competitive Price (Showing the savings)
Alternate Vehicles (models as low as…/comparable used)
Link to Inventory (for new)
Link to “Get Pre-Approved Here” (for used)
Set up for the Call
later: send a personal video message or photo
DealerKnows: Follow-Up

27. Process methodology.
1st
Email: Give them what they asked
for with additional options2nd
Email: Sell yourself right away
with personal picture/video
message
3rd
Email: Sell your process
4th
Email: Sell your dealership
5th
Email: Sell your brand
In all future contact, make sure to ask questions and
offer them something special or interactive
DealerKnows: Follow-Up

28. Mystery shop results:
DealerKnows: Follow-Up
Called Before Emailing: 36.36%
38.18%
Email provided 3pr38.2:
14.55%
Email provided multiple pricing
options:
One hour email response:
Email Reliance:
Phone Reliance:

29. Inspect what you expect.
DealerKnows: Follow-Up
Monitor
Police
Measure

30. DealerKnows: Thanks
Joe Webb
President and Founder
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
847-456-5130
Twitter/zonewebb
LinkedIn/josephwebb