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Tim Morgan of Radley Acura Named Autobytel Dealer of the Month; Dealer of the Year Awards Slated for January 2014
Autobytel honors exceptional dealers from a competitive field of thousands of automotive retailers for outstanding Internet lead management and customer service standards
IRVINE, Calif.--(BUSINESS WIRE)--June 28, 2013--
Autobytel Inc. (Nasdaq: ABTL), the company dedicated to helping automotive consumers and dealers connect online, has named Tim Morgan, General Sales Manager of Radley Acura in Falls Church, Virginia, the Autobytel Dealer of the Month for May 2013.
The company's Dealer Awards Program honors exceptional Autobytel dealers who employ the highest standards in customer service and Internet automotive retail sales and lead management processes. The Autobytel Dealer of the Year Award is slated to be announced at the NADA Convention & Expo in New Orleans in January 2014, with the crowning dealer chosen from this year's pool of monthly winners.
Tim joins Patti Scipione of M'Lady Nissan and Paul LeRose of Pauly Toyota--who were recently named Autobytel Dealers of the Month for March and April 2013--in that pool of winners.
"One of the primary reasons the Radley Acura team is so successful is the customized approach they take with every Internet customer they service," said Jeffrey Coats, President and CEO of Autobytel Inc. "Today's car buyers are unique, each with their own set of wants and needs when it comes to finding the perfect vehicle. Tim has helped implement a personalized sales process at Radley Acura--one that evaluates Internet leads individually, addresses every inquiry in a personalized way, and provides information of substance that goes above and beyond the standard price quote."
Each month, Autobytel's sales and dealer operations teams evaluate prospective candidates from a competitive field of thousands of automotive retailers in the Autobytel network, with a monthly winner selected based on key online automotive best practices.
Criteria evaluated for the Autobytel Dealer Awards Program include conversion rates, lead management processes, customer service principles, customer and brand retention analytics and Internet department practices, among others.
"We've learned a lot in the 10-plus years we've been an Autobytel dealer, " said Morgan. "The most important thing we've learned is how to communicate with Internet customers to gain a full understanding of what they're looking for in a new car and then guide them through the entire process of finding, buying and owning that car. Our customer service ratings and internal metrics prove we're successful, and Autobytel helps our efforts by sending us great quality leads. However, being named an Autobytel Dealer of the Month, which recognizes how well we stack up against other dealers, is especially rewarding."
Radley Acura is a 27-year Acura retailer located in Falls Church, Virginia, serving the Alexandria, Fairfax and Washington, D.C. markets. The dealership offers new, used and certified pre-owned Acuras and has been a part of the Autobytel program for over 10 years. Radley Acura is a Precision Team Dealer of Distinction, the most prestigious and coveted honor that Acura can grant to its dealerships, which recognizes those dealership teams that demonstrate superior achievement in customer satisfaction, new-car-unit sales volume, business management, customer follow-up, sales and service training.
Named #1 Dealers' Choice Awards in 2012 by Auto Dealer Monthly, and a finalist of the 2013 DrivingSales Most Valuable Insight Award this April, Autobytel consistently ranks as a top quality Internet lead provider, with the company's internally-generated leads converting at approximately three times the rate of the estimated industry average.
For more information about the Autobytel Dealer Awards Program, or to learn more about the winners as they're announced, visit the "Dealer Corner" at dealer.autobytel.com. Visit www.autobytel.com to learn about the company's leading automotive information, products and services; watch exclusive new car videos, test drives and car reviews at Autobytel's YouTube page; or join the conversation on the Autobytel Facebook Fan Page.
About Autobytel Inc.
Autobytel Inc., an online leader offering consumer purchase requests, or leads, and marketing resources to car dealers and manufacturers and providing consumers with the information they need to purchase new and used cars, pioneered the automotive Internet when it launched its flagship website, www.autobytel.com, in 1995. Autobytel continues to offer innovative products and services to help consumers buy, and auto dealers and manufacturers sell, more used and new cars. Autobytel has helped tens of millions of automotive consumers research vehicles; connected thousands of dealers nationwide with motivated car buyers; and helped every major automaker market its brand online. Through its flagship website, network of automotive sites and respected online affiliates, Autobytel continues its dedication to innovating the industry's highest quality Internet programs to provide consumers with a comprehensive and positive automotive research and purchasing experience, and auto dealers, dealer groups and auto manufacturers with some of the industry's most productive and cost-effective customer referral and marketing programs.
Investors and other interested parties can receive Autobytel news releases and invitations to special events by accessing the online registration form at investor.autobytel.com/alerts.cfm.
Congratulations to Eric Nichols, Internet Sales Manager in Riverhead Long Island!
Eric is Delivering 52+ units per month in a 2.5 person department-
AIS - How Long have you been in the Automotive Sales Industry?
EN - 5 and 1/2 years. I was in the United States Navy before that for 4+ years.
AIS - How did you go from Navy to a Car Dealership?
EN - I worked some dead end jobs until my brother, Brian gave me a job in a BDC.
AIS -What type of training did you go through?
EN - Nothing except what was regurgitated down from the managers at the dealership, who were making it up as they went or heard something from somebody or the OEM. Until we hired http://www.DealereTraining.com / Stan Sher.
AIS - How did you meet up with Stan Sher and his company?
EN - Ironically, the GM brought him in after seeing that Stan Sher was a trainer for the Greater New York Automobile Dealers Association. At first, Stan "Mystery Shopped" my dealership. Needless to say, I wasn' t that thrilled at first LOL! However I have become close with him and have learned a lot. Basically all of the ideas I had that were swirling in my head, Stan helped me articulate them and implement them.
AIS - So, I am going to transition the conversation for a little bit...
Tell me about your department in detail...
* Website Provider - http://www.dealer.com
AIS - Do you like them?
EN - Yes, no issue to date.
* CRM - http://www.dealersocket.com
AIS - Do you like them?
EN - I actually LOVE them!! It is my biggest tool! It is my command center. It is my complete accountability for my GM. After, Stan Sher helped setup processes in the CRM and create a guideline for how to measure the results in the BDC the tool has become my best friend.
AIS - Since you got excited when I mentioned the CRM, lets go a little deeper...
How do you use your CRM?
EN - We have an automated Email Action Plan, Data Mining, Lease Retention, Unsold Showroom Follow Up, Internet Leads, Incoming Phone Ups... Everything.
AIS - Any Social Media Integration with your CRM?
EN - Not at this time. Although we learned from Dealer eTraining the importance of incorporating social media into follow up especially with leads that have no phone number or leads that are unresponsive.
AIS - What is your internet lead process?
EN - First, there is ONLY 1 "automated" email template... The 1st one. Then we send manual emails for the next 14 days... THEN it goes into the "automated category" until day 44. Then it goes into a MONTHLY Email Protocol. We incorporate value builders and stress the importance of our positive online reputation in our process.
AIS - How long do you follow up with a prospect?
EN - 180 days... 90 days is NOT Enough Anymore. In fact, some OEMs require longer processes. We noticed that our customers have extended their buying cycle to as long as 180 days.
AIS - How do you handle the Phone Call Follow Up Process?
EN - It is different...
As soon as we get the lead, we IMMEDIATELY make the phone call. If we do not connect, Then we call them AGAIN, later on that day.
So, another way of explaining it is for the first 10 days we call TWICE a day... Morning and night, for a total of 20 calls in ten days.
Then we go from 10 days to 12 days to 14 days...
Then we call 21 -26 - 31 THEN we start calling monthly.
AIS - Who is your inventory solution?
EN - We have our own photo studio then we upload to http://www.VAuto.com
AIS - Who is your call monitoring solution?
EN - Call Measurement powered by DealerSocket
AIS - What is your Online Reputation Management Strategy?
EN - We were using Dealer.com but just cancelled to go to www.flipstreammedia.com - THEY ARE AWESOME! We are of the highest rated Honda dealerships in New York on DealerRater, Google Places, and other sites. It is a requirement of all of our staff members to attain at least one review per week.
AIS - What are you doing for Social Media?
* Carmind - http://www.carmind.com
AIS - What is your video and or VSEO strategy?
EN - We are using Flip Stream for it all. We learned basic in-house strategies for VSEO from Stan and use these practices at times.
AIS - What other additional resources, tools, websites, blogs etc... do you use as part of your "success strategy".
- Stan Sher / Dealer eTraining Blogs and Videos
- Sean V. Bradley / Dealer Synergy Videos
- All Google tools... ESPECIALLY Google Analytics
- Driving Sales - I actually wrote an article on Driving Sales
(I will POST it HERE)
“Use the Source” By Eric Nichols
For the first time in automotive history dealers can now get an accurate idea of where their marketing dollars are going and how well they are performing. Yes I am taking about the all mighty source. No not the force, “THE SOURCE”. It may not be able to help you move items around or read people’s minds, but it does something even better…. MAKES YOU MORE MONEY…
In my years as a BDC rep and a BDC director, I have learned that the source can be mastered and understood now more than ever before. How is that you ask, quite simple with the following simple steps I have come up with you will be able to not only save on your marketing dollars but will you can profit off of it.
Step 1- Understanding Sourcing…. The traditional advertising types radio, TV. Newspapers never gave you an accurate idea of if your marketing efforts where effective. When sourcing you need to use the parent, child approach.If your paying for all these campaigns you need to know what is working
PARENT= SOURCE meaning the broad spectrum source.
EXAMPLES OF SOURCE CODES
Fresh-up- A fresh up is any customer that comes to the dealership for no other reason but driving by or just walking into the dealership.
“NO ADVERTISING YOU ARE DOING BROUGHT THEM IN”
PHONE UP- Any customer who calls into your dealership that cannot be sourced to any specific advertising or 1-800- tracking #. Meaning if a customer calls your dealership using one of your individual 1-800 #’s and it shows up under that marketing effort, such as website, auto trader, cars, autousa, vehix, dealix etc……..THEY ARE NOT A TRUE PHONE UP THEY ARE WHATEVER MARKETING EFFORT THEY ARE TIED TO. INTERNET, TV, RADIO, ETC… EVERY MARKETING EFFORT SHOULD HAVE INDIVIDUAL AND SEPARATE TRACKING #’s FOR EACH AD.
Internet- any prospect that comes from any form of digital advertising online. It’s pretty simple as stated before if they send a lead/email into you it is pre-sourced in your CRM and labeled where it came from. Same with the internet phone calls your call tracking will say what website it came from. “INTERNET IS NOW ALWAYS GOING TO BE THE MAJORITY OF YOUR CUSTOMERS YOU TALK TO. LIKE IT OR NOT ITS FACT.”
INTERNET/FRESH-UP- Last but not least my own creation. So before I explain to you what an Internet/Fresh Up is. Let me ask you a question.
A customer walks into your dealership and you ask how did you hear about us? They are going to say the either one of the above sources. It is your job to dig to see where they came from. ASK ASK ASK.
Statistics say out of 100% of all traffic
8% emailed before coming in
12% called before coming in
80% came in without emailing or calling.
Now that 80% is a curious thing do you think that 80% just came in for the heck of it, No something brought them in. Now are you ready for the Shocker out of that 80% of unknown origin. 75% of that # saw you on the internet, Car buyers will hit your website or your car listing about 7 times before they come in and the time searching is 15hrs or more online shopping. All you need to do is ASK... Don’t take the easy way out it’s your money either you ask or make sure your people ask.
- YOU COULD POTENTIALLY BE EITHER..
- WASTING MONEY ON BAD ADS
- CANCELING MARKETING EFFORTS THAT ARE MAKING YOU MONEY. Example... My dealer principal wanted me to cancel a major listing company because we were not tracking well with leads. I put the foot to my people to ASK ASK ASK….. And low and behold it was one of the top reasons for my walk-in traffic sales.
So the point is that just because they are a walk-in doesn’t mean that you can’t source them correctly. Yes they did not email or call but a certain marketing approach brought them down find out what it is. If it’s the internet you need to know that. Hence INTERNET/FRESH-UP. It’s neither a true internet nor is it a true fresh-up.
CHILD = TRACKING CODE
Don’t worry no long drawn out explanation on this one. Tracking code is the exact marketing listing, basically whatever company you are using that is promoting your listing. Simple as that.
So now that I have explained the different sourcing structures, how do you us put a plan into effect to get these sources? The only efficient way to do this is the following way and it may sound like a pain in the rear but it’s the only effective method.
HAVE A GREETER AT THE FRONT DOOR TAKE ALL INCOMING UP SHEETS AND LOG THEM INTO YOUR CRM… MAKE THEM RESPONSIBLE FOR IT. WE ALL KNOW THAT SALES REPS DON’T CARE AS LONG AS THEY MAKE A SALE THEY DON’T CARE WHERE THEY COME FROM AS LONG AS THEY COME IN. IT IS ON MANAGEMENT TO ENFORCE THIS. Having the greeter enter all info into the CRM will also ensure an accurate count of how many showroom visits you truly have. I have worked with managers who don’t collect log sheets, they throw them out to increase their closing ratio, they lose them the list goes on and on. As a GM, GSM, Dealer principal, BDC Manager it is on you to make sure that this is followed to a tee. The reason being is not only proper sourcing but proper follow-up is completed. And as you know that means more money in all of your pockets. Times are hard in our business now make the most out of everything you get in the door.
TO BE CONTINUED..... EPISODE 2: THE RETURN OF THE DUPLICATE
AIS - GREAT STUFF!
AIS - What types of advice do you have for other ISMs or Internet Departments reading this article?
EN - EASY... Analytics. Analytics. Analytics...
VERIFY everything. Be sure. NEVER Guess. I learned that by mastering your CRM reporting, Google Analytics, and other reports that you will always be able to monitor the success and/or shortcomings for the BDC department as well as the dealership.
Mercedes-Benz Dealership Drives 200+ Website Leads Per Month With PPC
A Mercedes-Benz dealership, who is part of a large auto group in North Carolina, invested in online Pay Per Click (PPC) advertising with ReachLocal in November 2010. Their goal was to reach potential car buyers in their metro region, and to win business that might otherwise buy a vehicle from a competitive Mercedes-Benz dealership, or buy another Make of vehicle altogether.
The dealership worked closely with their Internet Marketing Consultant to build out a comprehensive list of keywords that a car buyer might use in searching the web for a vehicle. This list included every model of new and used vehicle they sell, as well as competitive keywords that might attract other buyers online. Their final keyword list was comprised of hundreds of keywords, both stand alone, and those paired with the major city names their customers likely come from.
Text ads were created to describe the dealership’s strengths and to create a compelling “call to action”. Effective text ads work by attracting the right searchers, and deterring the wrong ones. These ads were then mapped to the appropriate pages within the dealership’s website so that the searchers experience was seamless.
Once all of the elements of the PPC program were created, ReachLocal implemented them across 98% of where people search, including Google, Yahoo!, Bing, AOL and Ask. Tracking was set in place to identify any phone call lead that came in through the campaign, as well as any email or request for more information.
The program ran for 12 months, averaging 157 inbound leads per month for the dealership. After the first 12 months, they were so pleased with the performance that they increased their budget. After the budget increase, they experienced an average of 220 inbound leads per month. This averaged out to be an $11 - $12 cost per lead. Not only was the volume of leads impressive, but they were also highly qualified leads. People searching online for a vehicle are doing their research and have a better idea of what they want when they do make contact. So the leads that came in through their PPC program were better quality than those they were receiving from offline forms of advertising.
The Mercedes-Benz dealership not only grew their own PPC program, they also expanded to create similar programs for the other dealerships within their automotive group. Currently their entire group is advertising online with ReachLocal to generate qualified, inbound auto leads.
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