BZ Results… Digital Marketing Strategy.

Key Metrics Unique visitor count (Marketing - SEM) Conversion Rate (Website) Appointments Set (People & Process) Appointments Show (People & Process) Appointments Sold (People & Process) Measure cost per vehicle sold! Great Website (Technology) +Great People & Process GREAT RESULTS!

Process Challenges Buying cycles range from 1 minute to 1 year Give a shopper what they want and they may (will) still shop your dealership We miss the customer (no show) Buyers didn’t spend 4 hours online to sit through the same old process

Process Challenge #1 Buying Cycles Range from 1 Minute to 1 Year 50% of All Leads Take Over 2 Weeks To Buy Buzz1 Buzz2 Buzz3 You might have a plan for 1 minute, 1 hour, 1 week but then what?

Process Challenge #1 Do you have a plan to follow leads for many months? Does your plan require someone to remember or take the time to do anything? Have you automated phone emails and phone calls? Do you deliver the right message at the right time or does your dealership blast emails?

Shoppers ask four questions 80% of the time Process Challenge #2 Give a customer what they want and they may (will) still shop your dealership Shoppers ask four questions 80% of the time

Process Challenge #2 Do you have? How much is it? What is my trade worth? What’s the catch? 86% will buy something different than they asked for What we know in advance we do in advance

Process Challenge #2 3 Step Process Use benefit request to gain permission to ask questions and take the lead Explain the process Answer the question (T.O.) Help the customer find the right vehicle and you will have a happier buyer and more… Role Play, Role Play, Role Play

Can you believe some people don’t show up for an appointment Process Challenge #3 Where is your customer? Can you believe some people don’t show up for an appointment

Process Challenge #3 Appointment Confirmation Who? When? How? Why? If you don’t confirm appointments where might your customer buy?

Buyers went online to get something different Process Challenge #4 Buyers went online to get something different M.A.D, meeting insures we exceed expectations

Process Challenge #4 M.A.D. Meeting What is the goal? Who should attended? When should they take place? What happens if we don’t plan?

Process Action Plan Design an automated process that follows leads for months not days Practice and prepare to tackle 80% of the questions your customers will ask Create a process to increase your dealership show ratio Get started going M.A.D. now

People Challenges Finding the right number of people Getting the most out of those people Finding people

People Challenge #1 Model A Sales consultant follows lead from start to finish Each consultant has the access to the tools to do the job 80-100 leads per consultant Big Pro: No hang-ups with hand offs Big Con: Consultants put the cart ahead of the horse Model B CRC consultants sell appointments not cars 160-220 leads per CRC team member The team is part of the sales team not separate Big Pro: Dealership can manage every oppurtinity Big Con: Too many cooks spoil the soup

People Challenge #2 Get the most out of your team M.A.D. meetings Concierge in each showroom Automated reporting Good fences make for bad digital marketing.

Where do you find good people? The Big Challenge Where do you find good people? What is the definition of insanity?

The Big Challenge Start Close to Home Internal Customers Current Customers Local community To find good people you must first find out what happened to the ones you had

The Big Challenge Measure what you want to manage Turnover analysis Exit interview E.S.I.

People Action Plan Find a model that works best for your dealership Utilize accurate reporting to get the dealership leadership involved Begin to measure your E.S.I and build a local recruiting strategy

Critical Next Steps Team meeting Find a S.E.M. partner Find a website partner Find a automated ILM partner Build a suite of multi-media email templates Hire a training and consulting partner OR Call BZ Results Today

Your All-terrain Solution SEARCH ENGINE MARKETING DIGITAL MARKETING CONSULTANT OR

Thank You! For a FREE Research Report or eCRM Business Plan Contact: Stephanie Randall 248-807-3605 srandall@bzresults.com www.bzresults.com