The document discusses how dealers can earn consumer trust in the digital age. It outlines 10 key contact points where trust can be earned or lost, including advertising, online presence, technology, marketing messages, pricing, dealership brand, showroom, service department, employees, and yourself. For each contact point, specific actions are recommended and Disney virtues of trust are discussed. The overarching message is that dealers must set high expectations, deliver on promises, and show they care in order to earn consumer trust.
18. 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
19. 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
23. Advanced technology advances relationships.
1.
2.
3.
4.
5.
CRM!
Live Chat!
Text Messaging Tools!
iPad!
Mobile-powered
DealerKnows: Technology
24. Use Technology to Drive Team Accountability.
1.
2.
3.
4.
CRM dashboard!
Call management!
Call coaching!
Lead grading
DealerKnows: Technology
25. 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
33. Walt’s Quote.
“Of all of our inventions for
mass communication, pictures
still speak the most universally
understood language.”
DealerKnows: Marketing Messages
39. 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
40. Show who you are.
1.
2.
3.
4.
5.
Evergreen Content!
Ratings/Reviews!
Testimonials!
Community Events!
Value Proposition
with Meaning
DealerKnows: Dealership Brand
41. 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
44. 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
45. 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
47. 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
51. 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
52. 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
57. Joe’s Quote.
“Be better than what
people expect you to be.
Be better than what you
want yourself to be.”
DealerKnows: Trust
58. 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