Here is another example of a "Value Package Proposition" or "Why Buy From Us" video that the Dealer Synergy Video Production Team created for #AtlanticHonda part of the Atlantic Auto Group in #NewYork. Let me know what you think. If you have any question about a "Why Buy From Us" message or video, please ask away!
Toni Anne is the eCommerce Director of the Atlantic Auto Group, a 1.1 Billion Dollar Dealer Group based in Long Island New York. She was recently the COVER Story for Auto Dealer Daily (Monthly) Magazine for December 2015.
Check out that Cover Story - http://www.autodealermonthly.com/article/story/2015/12/building-an-online-empire.aspx
And please click this Video Review she did for Dealer Synergy -
For information on Video Production or Consulting, please call or text 267-319-6776
The "Internet Sale" is REALLY A "Phone Sale"
If you are one of those Internet sales managers or business development center agents who takes pride in their email templates and spends a ton of time reading and writing amazing emails, you are not going to like this article.
Emails suck! That’s right, I said it. Emails suck. They have the lowest percentage of engagement and conversion of virtually any form of communication. And yet untrained Internet sales representatives spend the majority of their time playing the email game and wondering why they are not crushing it online.
Let me break down the reality for you:
The average email open rate is 2% to 4%
Only 7% of all communication is text (emails, chat or text messaging)
Nine out of 10 people on the Internet prefer to communicate via the phone
Tone and inflection is 38% of communication
Visual perception and body language is 55% of communication
For the readers out there who might not know me, I want you to know that, before I became a consultant, I ran an Internet department that sold more than 110 units per month online — and that was way back in 2001–’04, when it was all brand-new. I have since trained more than 13,000 automotive sales professionals in more than 900 dealerships, and I have been able to identify what actually works, what doesn’t work, what sometimes works and what works all the time. And one thing I know never works is relying on email to sell cars. The Internet purchase request may start via email, but it almost always escalates to the phone.
The Philosophy of Communication
There are clear rules of engagement for communicating with prospective car buyers. Email sells the phone call, the phone call sells the appointment and the appointment builds the relationship. That relationship is what leads to the product presentation, the demo drive and, ultimately, the sale.
I am not suggesting you shut down your email server. I am merely asking you to prioritize your follow-up. Focus your attention where you are going to have the maximum effect. As Stephen Covey of “7 Habits of Highly Effective People” fame says, “Put first things first.”
I suggest you create an amazing email template library. If you do not have one and feel you are not skilled enough to create one, find a consultant who is and hire them. Here is a snapshot of three types of emails you should create and the strategy you need to use each one effectively:
1. Traditional email: Create an email for every one of the first 31 days of contact. Make sure each one articulates what is different and what makes your dealership a better choice than your competition — both local and national. Remember, price only becomes relevant when there is an absence of value, so the goal here is to create and build your dealership’s value proposition.
2. Video email: Video has a click rate that is 53 times higher than standard email messages. People prefer to watch videos to get the information they need in a single viewing. This is so much more effective and compelling than emailing back and forth with every customer. Videos allow you to ensure your message is clear and concise and conveys exactly what you want car buyers to know. It also cuts down on the confusion and misunderstandings that occur when someone misreads an email.
3. Client reviews and testimonials: One way to add value to your emails is to include current and past customer reviews. Even better are video testimonials that allow your potential buyers to hear directly from those who have already purchased on why your dealership is the best. You should also look to incorporate Google and Yelp reviews of both your dealership and salespeople to help build your reputation as the kind of person and place buyers want to do business with.
Create a powerful email library that incorporates all of these techniques and integrate it within your overall CRM strategy, then forget about it. That’s right: set it, forget it and let the CRM do what it is designed to do: deploy an automated email action plan for fresh leads, dead leads, sold leads, engaged leads — everything! With your email template library and automated action plan in place, you can now focus on dialing the phone. That is where the money is.
Yes, It Really Works
Calling Internet prospects escalates the level of communication, reduces the confusion and miscommunication inherent to email and helps establish a personal relationship.
Calling Internet prospects escalates the level of communication, reduces the confusion and miscommunication inherent to email and helps establish a personal relationship.
I know I am going to get some pushback on this article. I can hear it now: “But, Sean, what if someone says, ‘Email only, do not call me’?” I don’t care. I am still picking up the phone and calling them. “What if they say, ‘Just email me the bottom-line price’?” I don’t care. I am still calling. “What if they say they want the information on a specific vehicle in stock and provide the stock number?” I don’t care. I am picking up the phone and calling them, period.
This might sound archaic, but it really isn’t. The reality is that the average prospect is going to find and visit 10 dealership websites before they ever set foot in a store. I want to escalate the level of communication as quickly as possible so I can sell an appointment. The average (qualified) prospect visits less than two dealerships in person before they purchase a vehicle. The game is won or lost on the phone.
When dealers hire me to consult for them and I evaluate their current process deficiencies, one of the most common time-wasters is Internet managers and reps spending excess time reading each individual lead, looking at what the prospect is asking for and then writing a custom response. Or worse, actually creating a custom video response way too soon. The reason this is actually counterproductive is that Internet teams are spending too much time reading and creating emails versus actually connecting with prospects. Remember, the email open rate is only 4% at best! It truly does not make sense to look at each individual Internet purchase request, read it, respond to it and then decide whether or not to make a phone call. This just wastes time.
You want to make sure your Internet or BDC team is trained on phone sales. The average connection on phone calls is 11% to 14%. If you condition your sales reps to make at least 120 outbound calls per day, in an eight-hour day, on average, they will connect with up to 17 potential buyers — every day.
Keep in mind, these are the Internet sales coordinators or BDC reps. They are not doing product presentations, demo drives or deliveries. Their whole objective is to establish connections with prospects. Why waste time manually reading and responding to every email possible when it will only result in connecting with an average of a maximum of five potential buyers out of that same pool of 120 prospects?
Use email to set up the phone call and get customers engaged at a high level. That is the true path to Internet sales success. If you disagree, let me know — or better yet, try it and see the results for yourself.
Sean V. Bradley CSP is CEO of Dealer Synergy, a nationally recognized digital marketing expert and author of “Win the Game of Googleopoly,” a No. 1 Amazon bestseller.
SOURCE - http://www.autodealermonthly.com/channel/internet-department/article/story/2015/09/internet-leads-are-phone-leads.aspx
Dorothy has a tremendous amount of Automotive Sales, Management and Internet / BDC experience and knowledge.
I am honored to have such great feedback from her about the Internet Sales 20 Group as well as about the Dealer Synergy system that we just installed into her dealership, Honda Manhattan (BRAM Auto Group).
The BEST Automotive Sales Training Is On Bradley On Demand - Car Sales
Bridge The Gap Between The Showroom Sales & Internet Sales / BDC Department At IS20G 7
Sean V. Bradley, CSP, CEO of Dealer Synergy speaks on the topic of how BDC is not an expense. People are not an expense, they are an asset. The difference between your organization and others are your people. The competition does not have anything different than you do, people are not an expense it comes down to your value proposition package. You cannot make money without putting money out. 92-99% of Americans go online before they even step foot in the dealership. If you can direct that traffic to an Internet or BDC department and you've got the right factors, you will be able to build a customer factory.
If you like Make Money Mondays, then you will love Bradley On Demand:http://www.BradleyOnDemand.com
Do you want more information on the automotive industry find out more about Dealer Synergy and our training services:http://www.dealersynergy.com
Dealer Synergy Headquarters are located in Audubon, NJ: http://bit.ly/1tF0RrQ
This week's Make Money Mondays, is with the CEO of Dealer Synergy. Sean V. Bradley, CSP discusses your BDC department.
BDC= Business Development Center. A BDC is a department that proactively drives traffic to the dealership, and does not respond to reactive traffic. How can you create business that isn't already there? Through Internet sales, Service conversion, service BDC, equity mining, data mining, cross promotional marketing, special online finance, etc. There are 8 ways for a salesperson to sell an automobile. Those 8 ways include walk-in, be-back, Internet, phone, prior customers, referrals, service conversions, and prospecting. You need to respect the fact that there is so much opportunity on the Internet and have your salespeople perfect and manage the 8 ways to sell an automobile.
Sean V. Bradley Introduces Chris Sondesky, The New Vice President of Dealer Synergy - Car Sales
If you want to turn your CRM into an ATM, you need to integrate it with your BDC. In order to do this, you should make sure that all processes are mapped out in all of your departments. The reason why most CRM's fail is because the CRM is not set up properly. If you want your BDC to be successful, then you should be focusing on making your CRM successful as well. Make sure that your CRM is mapped out for Internet lead management, set up proper inbound and outbound action plans, map out outbound, video emails, and texts. You want to make sure that all communication points are integrated, including social media. Now, what should you be doing with dead leads?
You should redirect your dead lead to a service opportunity or a referral. You should do this because NADA say that if someone buys a car today, someone else in their household will buy a car within 90 days. On the service side, a customer is seven times as likely to purchase a vehicle from where they service their car. Just because you lost a sale, doesn't mean that you lose a service deal or a referral. Remember that the R in CRM stands for relationship. You need to have your CRM mapped out with birthdays, anniversaries, service appointments, holidays, etc. Think of your CRM as an ATM. In order to make withdrawals, you need to make deposits. Understand that your BDC and your CRM are synergistic and dependent upon each other.
If you want more virtual training check out http://www.BradleyOnDemand.com
For more information on the Automotive Industry check out http://www.AutomotiveInternetSales.com
Massapequa Nissan Is hiring! If you are looking for an exciting career in the automotive sales industry, this is a great opportunity for you. If you're currently working at a dealership and you aren't making the money that you want, need and deserve...you need to call ! Even if you have never worked in the automotive industry, but you want to make as much money as you can earn, this is perfect for you! They just built a multi-million dollar customer development center, and we are looking for the best of the best to work in our department. They are looking for Internet sales coordinators, BDC reps, appointment setters, and showroom sales consultants. Massapequa Nissan is a part of the Atlantic Auto Group, and the # 2 privately held dealer group in the country! If you want to work with an award winning team, call right now!
Sean V. Bradley,CEO of Dealer Synergy wrote an article for Auto Success Magazine about Why BDC's fail. A BDC can handle unsold showroom traffic, data mining, campaign management, equity mining, expiring warranties, aftermarket products, special finance, Internet sales, phone sales, cross promotional marketing, fleet, etc. One of the main reasons that BDC doesn't work is because most dealerships put untrained people together to do everything. Your Internet department should not be a big cluster of people doing a bunch of different things. You should scale into the BDC, and start with the biggest opportunity to be successful. The best thing for you to do is to start with the Internet because 92-99% of Americans go online before stepping into a dealership.
Your Internet department should be your anchor. Secondly, the Internet is predominately a phone sale. Email sells the phone, phone sells the appointment, and the appointment builds the relationship, product, presentation, demo, drive, and delivery. Your Internet department should be trained in the Inbound and Outbound phone call process, Qualifications, Objections and Rebuttals. If they are trained in these fields, they should be able to take inbound phone ups as well. So, the anchor of a BDC should start with Internet leads and inbound phone ups. After, you could increase to the next module. Depending on what your goals are, will dictate what module you implement next. Stop playing checkers with your BDC, and start playing chess.
If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com
For more information about Dealer Synergy visit, http://www.DealerSynergy.com
Sean V. Bradley, CEO of Dealer Synergy talks about "How to Bridge the Gap between the Internet Department, and the Showroom Sales department. There should not be any segregation between the internet department / BDC and the showroom sales department. There is ONE team; the dealership team. The internet department team are not secretaries, receptionists, or handymen. The Internet team's purpose is to drive traffic to your dealership. Show the Internet department some respect and gratitude for giving you opportunities to do business! Now, the Internet department needs the Showroom sales department in order to close the deal! How can you work together? The showroom sales department should use their expertise to teach the Internet department more about the vehicles. There should always be sales people in the Internet department to help assist leads. Work together for the most positive outcome!
Want more training from Sean V. Bradley? Check out http://www.BradleyOnDemand.com
For more information on the automotive industry visit http://www.AutomotiveInternetSales.com
Third party Vendors are waking up to their worst nightmare. The party is almost over and we're turning the lights on. They are in denial reminiscent of 'Newspaper Advertising' a few decades ago. Newspaper was the juggernaut, dominant, over-bearing, dictating, necessary, and way over-priced. At the end of the Newspaper Era, they were screaming they were still effective and still relevant as they could no longer prove heir worth or justify their extravagant high-prices. The Newspaper Advertising moguls were sucked down into the tarpits wheezing their last wheezy gasps, still proclaiming their relevance.
NOW - The Paradigm is shifting again. The third-party vendors can no longer justify their rdiculous high prices and can't document any real results. They're No Longer selling results, they can't. They don't have them to show. So they misdirect with VDPs and SRPs and QRXs instead of showing us real business. AND, they tell the dealers if you're not selling, it's your employees fault.
WHAT CHANGED? Well several things changed.
FIRST OF ALL, the consumers changed. Dealers websites are smarter and more reactive. VDPs need to become stickier and conversion is 'king'.
SECONDLY, Mobile Happened! Consumers are engaging on handhelds and tablets and devices other than desktops. They are able to USE Google and other avenues to directly connect with the dealers. Real time transactions favor the dealerships, not the vendors.
THIRDLY, Dealers became educated in dealing with the modern consumer and they don't feel hostility on our Websites. CHAT is huge for conversion.
AND FOURTH, The "CLICK TO CALL" Google option puts them in touch with us immediately. It's probably one of the greatest things that's happening to fuel the shift. TEXT MARKETING and PERSONALIZED VIDEOS from the Dealerships are humanizing our efforts. People still like to deal with people. ONLY the Vendors see advantages to dehumanizing the processes. We are NOT DEVO.
THE CRM Companies that own website development will inherit the business. They become the DASHBOARD that controls the Dealers' Marketing... Adwords, Social Media Strategies, Everything the Dealership does to market. The CRM creates it, coordinates with the website, and measures and adjusts the campaigns. THE CRM companies allow the dealer to run their campaigns without all of the slander and defamation the vendors use to bring us down and make themselves look like the saviour from us. Reputation will be better and profits will increase.
I have always advocated a CRM-Driven Culture in the Dealerships, now the worm is turning and the third-party vendors are scrambling like Newspaper executives did several decades ago. I doubt they'll go extinct totally, but their value in our marketing plans will become second-tier and optional.http://www.InternetBattlePlan.com
The revolutions here and they are screaming bloody murder because they all see it coming. Ask your CRM Provider and others, the CRMs are gearing up to take over the marketing. I just wrote this article/blog a half hour ago and it's already viral. Three CRM Companies and Website Vendors have already, in just a half hour, asked me for the permission to reprint and distribute at the convention.
Make Money Mondays With Sean V. Bradley - Why Your Phone Scripts Dont Work
Sean V. Bradley, CEO of Dealer Synergy is talking about "Why Your Phone Scripts Don't Work." Sean says that your scripts don't work because you don't work! You have to stick to the scripts! The Dealer Synergy phone process is amazing, but the script is only 33% of the effectiveness and success of the phone engagement. The next 33% is understanding the top 7 reasons why people go online. To have 100% success, you need a strong Value Package Proposition. What makes you better than your competitors?
Your goal on the phones is to identify, meet, and exceed. So, ask yourself, "are you utilizing the scripts?" And make sure that you clearly and passionately articulate why your organization is better than others.
Make Money Mondays with Sean V. Bradley - "Increase Appointment Shows" - Video Confirmations