Managing Director at MediaDigitalX, Simon Van Wyk, presented on Re-Imagining The Sales Process: Do Automotive Marketers Really Understand The Car Buyer at Mumbrella's Automotive Marketing Summit.

1. Understand
the job your customer is trying to do,
and you’ll sell more cars.
SIMON VAN WYK

2. in automotive marketingThe missing ingredient
T H E C U S T O M E R
So what you can do – a practical plan

3. Where this all started
What would Google do
Unlimited budget – UX
Journey mapping – 18 dealers
Journey map – Single brand

4. Years of GDP growth
House prices and equity at record levels
Interest rates never so low
Brands selling fixed price service
Longer warranty
Guaranteed value leasing
Consumers happy to spend $120k on a 4WD that never
leaves Mosman
The environment –
it’s never been
better

5. However
If you account for population growth
new car sales are static
The fleet is not getting any younger –
it’s around 10 years.
So you have to deduce most of this is
not really working
There are fewer dealer visits than ever
before.

6. Y
Because despite the fact the
automotive industry went to
Disney and now calls their
customer guests, the customer
has been forgotten.

7. SITE SPEED
Toyota 28/100
Holden 33/100
Ford 37/100
Hyundai 47/100
EVERYONE COPIES
Technology – Sitecore, Adobe and Salesforce
Global initiatives are now common
Buzz word Bingo proliferates
PRICING IS HARD TO GET
NO INTEGRATION OF DEALER AND BRAND
So look at the
digital initiatives
PROLIFERATION OF APPS

8. Your customers
have made it clear.
The brands only hang on to 30% of their owners.
And it’s not about the staff – they are
brilliant -
it’s about the process –
it’s about the showrooms –
it’s about the test drive –
it’s about the finance -

9. So about the Job To be done
THE PROBLEM IS:
This customer looks like
that one, or 68% of
customers say they
prefer version A to
version B – this is how
most of this works.
What automotive marketers
really need to work on is
the progress that the
customer is trying to make
in a given circumstance —
what the customer hopes
to accomplish. This is what
we mean by job to be
done. It applies to buying,
owning and buying again.

10. “Job” is shorthand for what an individual
really seeks to accomplish in a given
circumstance.
A new
way of thinking

11. JTBD
method
What is a
Job-To-Be-Done?
The premise is simple:
Customers don’t just buy
products,
They HIRE them to do a job.
“people don’t want
to BUY a quarter-inch drill...
… they WANT a quarter-inch hole...
T H E S O L U T I O N ( W H AT )
T H E J O B ( W H Y )

12. So here was
my circumstance
I owned a Skoda it was financed.
I got to the end of the lease – I really loved
the car.
The end of the lease came I had no residual
– I thought if they offer me one I’d get
another.
They did not – so I kept it another 2 years.
Then after the dealer did not replace the oil
after the service I thought it’s time.

13. So
what’s
the job.
To buy a VAG or Subaru
To spend as little as possible – but
would have spent up to $50k
Must have driver assist – my wife got a
Golf AllTrack on loan and loved it.
Spend as little time as possible
Do it all online
ACTUALLY IT WAS:

14. Despite the fact I knew my Skoda had been
upgraded at a lower price I could not actually
find one with driver assist
Every one wanted to get me into a dealership
Lots of the cars online are not really available
No stock – opaque pricing
No merchandising for new and used – spec
sheets are a waste of space
Can’t pick the car up on a weekend
Despite the fact I’d come off a finance
agreement I had to start from scratch
The call centres are separated from the
business so can’t actually tell you what's
available
How was the job
frustrated

15. Start by trying to define your
customers segments by
circumstance.
S TA R T I N G P O I N T C H A R T T H E D E S T I N AT I O N M A K E T H E T R I P W O R T H W H I L E
How
might you start
Define the jobs they are
trying to do..
Look at what you are
doing and
look at the pain points
Identify the segments
success criteria
Investigate the obstacles that
need to be overcome
Access the value of the
solutions
Use this to beat the
competition

16. Customer segments
People who have no choice
Current owners
Retail shoppers
Worried and insecure
THERE ARE 6
I love my car and it reflects me
The young

17. So how might this
approach
Impact the experience

18. C H E C K
When I book a test drive – check whether I have a
current vehicle under finance
C H A R M
Get the most charming person in the entire
dealership – the receptionist to look after the entire
process
S C A N L I C E N S E
Scan my license and send me an email to click on
acceptance of test drive conditions
S C A N N U M B E R P L AT E
Scan the number plate of my trade in and push that
into the system

19. R I D T H E PA I N
Get rid of sales person, business manager loop of
pain
C U S T O M E R S E R V I C E
Don’t put a ribbon on my car and ask me to book
an appointment – bring it to me when it suits
N O N O
No Ming sting
O R G A N I S AT I O N
Integrated and coherent paperwork

20. The industry needs to focus on the circumstance not the sale
It’s not the fault of the people – they are pretty good
When you understand the jobs you’ll be able to deliver against that
There are jobs of buying, owning and buying back into the brand
again – the jobs are different
Don’t make me do the job over and over
Friction is everywhere – work to remove that and you’ll sell more
cars
In
Summary