Telephone Media Channel Jim Maxfield Chief Revenue Officer 203.249.9918 JimMaxfield@DealerVoodoo.com

We Advertise 1

We Personalize

We fall short…on the phone Consumer Interaction: Saw the first email Got a personal note Requested information Then “acting like a car salesman” kicked in… So I made a Phone call…that went terribly Not able to answer (Equity in car currently) Not able to get new payment if “pull ahead” Total focus on getting into the dealership

We can do better What is the Telephone Media Channel How to use this medium How to take advantage to your benefit Importantly, what you can do tomorrow

Telephone Media Channel Consider the Average Dealer 150 New & Used Car Sales 31,000 Customer records 8,2000 Inbound calls 1,200 Equity opportunities 600 Prospect follow-up 900 Customer follow-ups 550 Prospect Opportunities 1

The Overlooked Telephone Personal point of connection Inexpensive Dynamic & Reactive Integrated with all other marketing undertaken Taken for granted (Remember Wide Brush) 1

Profound Difference 2

3 Outbound: Equity Apologetic Informative Negative Pressure Softly Spoken Point of Reference Know your system… 3

Outbound: Equity Service-not-Sold Data Driven Equity Type call Speak to your store If we service, why not upgrade We pay more for locally sourced cars 3

3 Outbound: Conquest Third party data Direct to the Point Scream, Respectfully Then, non-salesie 3

Take some sales action on Outbound… Print out lead sheets and collect back at EOD $10 buck Starbucks Card for each story Send an email campaign Engage a vendor who knows you, or wants to RO spiff for each referral Sit down and make 10 showroom calls yourself One BDC person only one type of calls for a week Get your vendor onsite for consulting 3

3 Inbound: Service Know your technology Be quick Empathy Book their problem Request the upsell/add-on Call back…first 3

3 Inbound: Sales Answer the question Not the time to sell a car Where are you located How much is my car worth Do you have XYZ in stock What is the current sale Not the time to sell a car Get to store… Or Website 3

Take some sales action on Inbound Think Zappos Longest vs. Shortest call…reward both (with good story) Highest dollar RO Highest dollar RO for returned service message Furthest to drive to store Best “pitch” of weekend sales promotion Get your vendor onsite for consulting 3

3 Your Thinking… Review of calls, much like other advertising Review of scripts, take to sales team & service advisors Take lead for your team Gold Standard Pricing/Staffing analysis 3

Three things to do…

Investigate Your Numbers…Today 4

4 Someone should Listen What is said on inquiries What is said to prospects What is said to service customers What is said to service waiters What is said on the phone How do we say what needs to be said What are the customers’ reactions 4

Change Something…Anything Publically, do calls yourself Give 5 people 10 calls to make Answer Service Calls for 2 hours Work Reception Friday & Monday morning YouTube of you taking calls Make it clear, YOU expect gold standard phone skills

Questions & Thank You