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When a
Stranger
Calls

Earning Trust in the Digital Age.

Dealer ThinkTank: DealerKnows
What consumers think.

Lawyers
HMO Managers?

F*$%&@ Congress!
You
DealerKnows: Perception
What Google thinks.

DealerKnows: Perception
What Google thinks.

DealerKnows: Perception
DealerKnows: Joe Webb
3 Steps to Earning Trust.

1. Setting high expectations!
2. Delivering on those promises!
3. Showing you care

DealerKnows: Context
DealerKnows: Trusted Brands
Who does it best?

DealerKnows: Disney
10 places where trust is earned or lost.
1. Advertising!
2. Online!
3. Technology!
4. Marketing messages!
5. Pricing!
6. Dealership!
7. Showroom!
8. Service department!
9. People!
10.Yourself

DealerKnows: Contact Points
Disney Virtue: Truthfulness.

DealerKnows: Advertising
Your money or your life.

Brand > Bucks

DealerKnows: Advertising
Drive your ads everywhere.

DealerKnows: Advertising
Don’t think BIG. Think LONG.

DealerKnows: Advertising
Don’t play catfish.

DealerKnows: Advertising
Walt’s Quote.

“I suppose my formula
might be: dream, diversify,
and never miss an angle.”

DealerKnows: Advertising
Disney Virtue: Transparency.

DealerKnows: Online Presence
Transparent websites.

1.
2.
3.
4.
5.
6.
7.

Live Chat!
Pre-Approval Tool!
Trade Evaluator!
Vehicle Comparisons!
Value Reports!
Vehicle History Reports!
Video Chat

DealerKnows: Online Presence
Inventory openness.
Going from 10 pics to 25 pics increases inventory
turn by 25%

Going from 10 pics to 25
pics increases leads by 30%

Yield 34% more VDPs when vehicles are listed below
MSRP
Sources: AutoTrader Core Site Data Q3m 2013

DealerKnows Merchandizzle Study 2011

DealerKnows: Online Presence
Inventory openness.
Dealers who listed below MSRP captured 20% more
buyers than dealers who listed at MSRP

52% will travel 30+ miles to
purchase a vehicle listed
10% below MSRP

Yield 186% more VDPs when vehicles are priced
below MSRP & have multiple custom photos
Sources: AutoTrader Core Site Data Q3m 2013

DealerKnows Merchandizzle Study 2011

DealerKnows: Online Presence
Lights, camera, action.

DealerKnows: Online Presence
Walt’s Quote.

“You don’t build it for yourself.
You know what the people
want and you build it for
them.”

DealerKnows: Online Presence
Disney Virtue: Cooperation.

DealerKnows: Technology
Advanced technology advances relationships.

1.
2.
3.
4.
5.

CRM!
Live Chat!
Text Messaging Tools!
iPad!
Mobile-powered

DealerKnows: Technology
Use Technology to Drive Team Accountability.
1.
2.
3.
4.

CRM dashboard!
Call management!
Call coaching!
Lead grading

DealerKnows: Technology
Walt’s Quote.

“We keep moving forward,
opening new doors, and doing
new things, because we’re
curious…and curiosity keeps
leading us down new paths.”

DealerKnows: Technology
Disney Virtue: Honesty.

DealerKnows: Marketing Messages
Trigger templates.

DealerKnows: Marketing Messages
Aim higher.

1.
2.
3.
4.
5.
6.

VIP Process!
Value Proposition!
Traveler’s Template!
Technology Tutorial!
3rd Party Validations!
Customer Testimonial

DealerKnows: Marketing Messages
It takes a team.

DealerKnows: Marketing Messages
It takes multiples.

DealerKnows: Marketing Messages
What breaks trust.

DealerKnows: Marketing Messages
Make it visual.

DealerKnows: Marketing Messages
Walt’s Quote.

“Of all of our inventions for
mass communication, pictures
still speak the most universally
understood language.”

DealerKnows: Marketing Messages
Disney Virtue: Knowledge.

DealerKnows: Pricing
Listen to learn.

1. Market Pricing

and Appraisal tool!
2. Competitor 

Mystery Shopping!
3. No “Gut Instinct”

Pricing!
4. Use Online 

Resources

DealerKnows: Pricing
The Losingtrustinator.

DealerKnows: Pricing
Walt’s Quote.

“I’ve been up against tough
competition all my life. 

I wouldn’t know how to get
along without it.”

DealerKnows: Pricing
Disney Virtue: Devotion.

DealerKnows: Dealership Brand
Show, don’t tell.
Video Explanations of

! Recalls!
! Showroom process

! Dealership history

! Service department!
! Charitable participation
Generate Reviews with

! Service RO cards!
! Business card requests
DealerKnows: Dealership Brand
Show who you are.

1.
2.
3.
4.
5.

Evergreen Content!
Ratings/Reviews!
Testimonials!
Community Events!
Value Proposition

with Meaning

DealerKnows: Dealership Brand
Walt’s Quote.

“When I started on
Disneyland, my wife used to
say, ‘But why do you want
to build an amusement
park? They’re so dirty.’ 



I told her that was just the
point - mine wouldn’t be.”

DealerKnows: Dealership Brand
Disney Virtue: Compassion.

DealerKnows: Showroom
The shift of power.

DealerKnows: Showroom
Education over negotiation.
1. Manager Involvement!
2. No More No. 2!
3. Share Recon Info!
4. Share Vehicle History!
5. Share Market Pricing Tool!
6. 3rd Party Resource Sites!
7. Influence Showrooming!
8. Video Intro to Finance!
9. Vehicle Delivery Coordinator!
10.Set a Time Standard
DealerKnows: Showroom
Walt’s Quote.

“Do a good job. You don’t
have to worry about the
money; it will take care of
itself. Just do your best work then try to trump it.”

DealerKnows: Showroom
Disney Virtue: Endurance.

DealerKnows: Service Department
How do you fix it?

1.
2.
3.
4.
5.

OEM manuals on hand!
Utilize video and mobile!
Give the “showroom” option!
RFID tags!
Service BDC

DealerKnows: Service Department
Loyalty.

DealerKnows: Service Department
Walt’s Quote.

“Do what you do so well that
they will want to see it again
and bring their friends.”

DealerKnows: Service Department
Disney Virtue: Unity.

DealerKnows: Employees
Earn trust from your team.

1. Orientation!
2. Call to home!
3. Gift basket for the family!
4. License plate/oil changes!
5. Handle beefs!
6. No coffee runs/car chases!
7. Celebrate employees!
8. Positive reinforcement!
9. Spiff reviews and tasks!
10.Training and conferences

DealerKnows: Employees
Walt’s Quote.

“You can design and create, and
build the most wonderful place
in the world. But it takes people
to make the dream a reality.”

DealerKnows: Employees
Disney Virtue: Determination.

DealerKnows: Yourself
Prove that you’re special.

1.
2.
3.
4.
5.
6.

Personal reviews!
Desktop evidence!
Branded emails!
Proactive social media!
Proactive advertising!
CARE

DealerKnows: Yourself
Walt’s Quote.

“The more you like yourself,
the less you are like anyone
else, which makes you unique.”

DealerKnows: Yourself
My Disney Experience.

DealerKnows: Story
Joe’s Quote.

“Be better than what
people expect you to be.
Be better than what you
want yourself to be.”

DealerKnows: Trust
Joe Webb

Thank you for coming.

Founder

DealerKnows Consulting
!
DealerKnows.com
847-456-5130
!
Twitter/zonewebb
LinkedIn/zonewebb

Dealer ThinkTank: Earning Trust in a Digital Age

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Joe Webb Earning trust in the digital age