Industry Statistics, Data, & Analytics

1. Pg. 48
Industry Statistics,
Data, & Analytics
Ken Potter
VP Dealer Development
TrueCar

3. The Other 90%
• Ken Potter Mar 21, 2013

4. Why 10%??? Let’s examine further
 All sites are geared towards lead generation
 Dealership website
 Manufacturer website
 3rd party lead providers
 Wholesale providers
 Leads are based on Make to maximize distribution
 3PP’s, manufacturer, and wholesale all need a make in order to route lead
 “Get a Price” is main driver
 Customers are looking for price guidance
 In market buyers and recently bought are looking for validation

5. Customer Experience

6. What are consumers doing online
• Pure and simple – they are looking for information
• Each consumer starts in a unique manner with unique goals
• They start with “Needs”
• Finding the Need is key to understanding how to sell to the
customer
• Creating a unique experience for each consumer is key to
closing without focus solely on price

7. Examples of “Needs”

8. Start with where consumer came from?
• Third Party – Online, ask the two questions
• Trade In Tool – Which site, set appointment, seek more
information on car
• Credit App – What are their goals, finance review
• Member Network – transfer of trust
• Total Loss – get in

9. Bucketing

10. Start with where consumer came from?
• Moment of Truth – buying now, will
tell you, heavy price emphasis
• Next Step – need to take a step prior
to making buying decision

11. Best Practices

12. Best of the Best do these
• Invest in your people, constant training, support, and some
time off
• Let them be themselves on the phone, chat, or email, let them
build rapport and be a friend
• Invest in Technology that your people can use
• Encourage them to be a part of a long term plan, help them
see the career

13. Real World
• Facebook intro
• Trade in tool – service aisle, TO
• Used intro – service pack, more photos, video
• Used Certification – Demo / Website / Email intro
• Lost Lead – GM/DP email, service offer
• Ask the manager/expert

14. More Real World
• Manager card
• Accessory in service aisle

15. Links
YouTube - http://www.youtube.com/user/JamieCassadySubaru/videos?view=0
Facebook - https://www.facebook.com/JCSubaru
Website - http://www.forddealersmemphis.com/how-to-check-your-air-filter-video5165

16. Thank You!