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Presentation transcript:

Full Name I Company I Job Title I Email Rethink The Consumer Experience: Basing Your Sales Strategy On Quality & Value Versus Lowerst Price Brad Kruse, SVP of Sales & Marketing at MAXDigital Jason Price, National Sales Director at MAXDigital

INVENTORY MANAGEMENT PLATFORM MARKETING & SALES PLATFORM 2001 Inventory Management 2015 12 Billion Transactions 2010 Marketing & Sales 2008 2012

THE RISE AND DEMISE

WHAT ROAD WILL YOU TAKE?

0-5 YEAR OLD CARS IN OPERATION

THE “SECRET”

THEY CAN’T BE SEPERATED HOW CONSUMERS SEARCH HOW CONSUMERS BUY YEAR MAKE/MODEL COLOR MILEAGE PRICE EXCITEMENT TRUST CONFIDENCE PERCEIVED VALUE FAIR PRICE LOGICAL EMOTIONAL THEY CAN’T BE SEPERATED

What factor most influenced your buying decision? they felt they were getting value and quality at a fair price. #1: 79% Said… because it was the lowest price. #2: 21% Said… LOGICAL EMOTIONAL *Source: CARMAX Study

What kind of retailer do you want to be? ‘you’re not just looking for a house, you're looking for a place for your life to happen’

What kind of retailer do you want to be?

BUILDING EMOTION IN THE SALE EXCITEMENT TRUST CONFIDENCE PERCEIVED VALUE FAIR PRICE EQUIPMENT PACKAGES VEHICLE HISTORY EXPERT REVIEWS PRICING PROOF POINTS EMOTIONAL

THERE’S A DISCONNECT SEARCH & PRICE EMOTION & VALUE INTERNET DEPARTMENT SALES DEPARTMENT SEARCH & PRICE EMOTION & VALUE THERE’S A DISCONNECT

OPERATIONAL HURDLES Information stays compartmentalized. EQUIPMENT PACKAGES VEHICLE HISTORY EXPERT REVIEWS PRICING PROOF POINTS Information stays compartmentalized. YEAR MAKE/MODEL COLOR MILEAGE PRICE Volume of vehicles. Turnover.

TO SUCCEED YOU MUST LOGIC EMOTION 3RD PARTY SITES DEALER WEBSITE BDC ON THE LOT SHOWROOM

LOGIC: EMOTION Year Make/Model Color Mileage Price Equipment Packages Vehicle History Expert Reviews Pricing Proof Points LOGIC EMOTION

LOGIC: EMOTION Year Make/Model Color Mileage Price Equipment Packages Vehicle History Expert Reviews Pricing Proof Points

WHAT DOES CHANGE LOOK LIKE?

I CHALLENGE YOU 1st 2nd Complete 5 vehicle audits. YEAR MAKE/MODEL COLOR MILEAGE PRICE EQUIPMENT PACKAGES VEHICLE HISTORY EXPERT REVIEWS PRICING PROOF POINTS 1st Complete 5 vehicle audits. 2nd Complete 3 value prop tests.

QUESTIONS

Contact Info Brad Kruse MAXDigital SVP of Sales & Marketing bkruse@maxdigital.com Jason Price MAXDigital National Sales Director jprice@maxdigital.com Share an important takeaway you received from this session using hashtag #DD20 for a chance to win an iPad