Car Dealer Fixed Ops Marketing|Auto Dealer Website Service Marketing

Car Dealer Fixed Ops Marketing|Auto Dealer Website Service Marketing


thank you very much for joining us for
two days when i seven produce at ec seventy or six cox prospects an eliana as i said before and india
moderated stay and stay seminars being presented by dealer on and for anyone
who hasn’t ever heard about dealer well were an award-winning website
development company and digital agency and the best known for our leadership in
three and areas sixteen to have to stay tuned best-in-class customer service and are award-winning website absences in fact you are on his name to the top
rated website provided bike driving sales for two thousand levin and dealer
on customers were winners at the spring two thousand twelve digital dealer website excellence awards
and that was really interesting because those awards were given solely based on
website conversion optimization now cannot still committed conversion optimization and customer
service and de la torre company in the industry offer a each guarantee program uh… yeah you hurt me hi static at site
i-seventy guarantee program if you want to know more about that and us check us out dealer on it dot com some pretty never heard about lee
guarantee program for now we do have a great sound surf here today and once he gets f up an online and
sinuses st have jeff clark is the executive vice
president of business development curricular on he has over seventeen
years strong sales and revenue growth experience and jeff knows what it takes
for context see previously jets composition dealer dot com is
online digital marketing arena as our national director at search engine
marketing and since then he’s been instrumental india rounding mean into magazines two thousand eleven mr five thousand
fastest-growing private companies and as the importance of the internet has grown
over the past decade jeff has become an expertise area online digital marketing
including all aspects of managing an online digital presents jeff clark is an active public speaker
in high demand and it can be found a numerous
automotive networking sites now during presentation to have any questions he sees the question feature which
divided and i think you all issue for writing intake it’s located on the
corner of your screen and see if they cannot come directly to me and at the end of the president’s
actions bills questions time incest for anybody to your question hi don’t who can respond breaking out
see you later today also don’t forget a link to download a copy absurdities
that not recording is gonna be email later today for your reference lisa please share with friends and
colleagues if you feel like getting even more
interactive with us join us as we treat out of lebanon and ask questions through face fuck overreacts date through space touches what does your dealership do to increased six cops concepts so do you cannot comprising discounts
t_-bill data service website to ask for referrals tds social media have some others secrets wrapping up your sleeve that you
can share was all of us please go to so faced dot com slash still around tell us what you got going on here
dealership and i hope you get involved yes your participation makes for u_s_
sound out during the show so i’m very excited for this webinar and staff that looks like we’re ready to
rock it looked like we are well good afternoon everyone again my
personal and professional apologies for the technical difficulties look like a kid being one of the truck
load of a car all this morning so uh… pastry chef what kind of
hanging in there and thanks for uh… thanks for spending the uh… them the better part of the early afternoon
with the morning it’ll part of the unit defiance and i’m very very exciting and so glad
you’re online right now dot but mines anyway let’s get started and now
and make good use of everyone’s time this morning transactions to devil your face off profits and i
have to say if this is a very very hefty claim w profits pets allowed it’s absolutely a lot but uh… as you
can be as we go through arbitrage inpatient a lot of using artemis basically no but we have an
industry have not done a good job and i mean industry from the technical side of really
enabling dealers to you live to tools that allow them to level the playing
field but at the national franchise planted a
lot of what i’m gonna show you today really needed you can immediately start
to make a difference in sort of open your mind to what is available and what can be
done outside the traditional marketing mediums that can really help drive
consumers and make them aware a bit value searched part of the dealership so we’ve covered this part again happy
people portion folks so here’s what we’re gonna
learn today rb important industry information that everyone needs to know what your total customers are actually
seeing online everyone knows bath majority of consumers nine out ten
actually start research online part of a walking into a dealership this is more political as it relates to fails but very much so had painting even
more so uncertain aside so we’re going to convert seven proven online strategies that can
actually w fixed operations profit that and hopefully all with the
twenty-five minute delay that we had we still have time for two and a fashion so let’s get started weston starts a day epic operations side of our industry
counts for two hundred and eighty seven billion dollars up which dealers capture
roughly a third of that here’s what most alarming to me dealer
profit versus website content like is long with this picture now thirty eight eighty eight estate
state parts and service accounts for fifty three percent a bit dealerships
profit acting that be true a lot of people that
actually net being dot true and i keep some
dealerships that number of people higher in some
cases closed seventy percent of their properties being generated from
pick stocks however as i mentioned at the top of the
conversation we had industry as website providers and technologist
had not done a good job of keeping betwen she’ll need often times if you look at the average
website less whom three percent of your website it dedicated to parks service
contact less than three percent it’s it’s mindboggling we’re so focused
sally’s that often times we failed to put the proper contact injuries to
really educate consumers about the bell you servicing their vehicle with the
dealership and doing this is our competition it’s the pathways but if you move to the
minute the mighty here’s the mystery prior to the local
shade tree mechanic is you can see represented here in the
in the middle of this image it dealers this is not the french at car dealership world today
very very small portion any pic botha that’s not true because
every time a turnaround i serve space repair if you look at the industry if you look
at those service dollars we are actually the minority here we really need to sort of level that
playing it wanted to show you here and it’s going
to be too late night polytechnic dept i don’t know how do you make it seemed secure gained national brady
campaign by passports anna and i hope i will do well in this
industry because i’m not sure what the sweat argos public in the folks at at
boise that they will be very happy with the basic stuff scheduled commercial so how could they
not be happy to see it exactly but i’m sharing it with people
that will play mccain displeasure with it but i uh… would cell i’m gonna watch it over the plate
again over eleven are intermediate going to be looked at the lake some of you
making that you may have not when we ford is over and the deck over
you’ll be at the plate it’s self and really what you do it that he had
two matches ditches really praying like consumer perception the dealership world and about the work
she stepped to the vehicle although dissects packet cap cut ellipsis distributed steam coming out of your gears right now
i have the chain reaction when i saw this on i heard it it kept does everything we discuss is
for last it appeals to that consumer did have the misconception the
dealerships are too expensive too difficult and often times and consumers terms trustworthy enough
to take their vehicles to it they feel when the warranty expired that
they need to go to the outside and that’s just not true aboitiz as an example of only one of the
national brands that are launching these regional and national campaign to
convince consumers it would not part of its thirty six
thousand and one mile fifty thousand one-mile whatever your particular
manufacture protection it’s pork it make sense to abandon the dealership
that’s just not true one of the important things i want to
stress here is looking at click through rates buying
search engine ranking position the top three positions commands sixty percent uh… every page in terms of consumer squeaking through
the gate t_v_ sixty percent of those in the top three positions right if you’re not ten or above according to google consumers have less than eighty percent
chance of finding it and here’s a prime example we did a
search for break service minneapolis and you could you just ruin your market count on the fact that consumers are
going to use a make model or trend to identify the service they need things like ray prepare things like
transmission service tent-like all oil changes are batteries oftentimes
atkins who will not identified a plant that would mean sauce sort of handicapper hancock if you will to be able to show our dealerships
services you can look here on the church
minneapolis with i would consider to be a larger market we didn’t find it consumer disability or link that with the ability
to find a precise dealer until we were acting talent here right and two we were at page five at less than two percent of consumers
ever come off page what what are the real chance of someone’s gonna keep
digging to find you it got a lot about you were going to
wrap your out to you the average consumer doesn’t know you
debating minneapolis market miami california elite dallas where maybe shop
is but he so i encourage you to do the searches
and see where you said here’s other examples uh… like local service for breaks new
dealers above the fold seeping through good will change the same thing through with a car battery replacements these are the basic service s it consumers can’t fighters for the
basic services but the chances they’re going to be able to find us for the more
detailed service search engine ranking positions verses
the national brand guide it’s no mystery to me for the past decade these natural
franchise rayan how strong marketing department and
millions of dollars in ad budgets and very very bright people running
their strategic operations to make sure that they’re dominating the
search engines firestone controls may be five percent
of every searching chandrakant page that exist on the web today fifty five percent to people sixty five percent hapless minus solar
so poor as you can clearly see the franchise
argue with your captures latham five percent of that business less than five percent what are the chances that your
dealership is gonna show up for those basic services without a big model trim
search so i don’t buy that consumer that you
provide the services the national brands verses the average
dealership website when you look at a national brand national rail did you
multiple categories hires maintenance repairs and offers you’ve got higher configuration you’ve got the benefits actually showing
consumer paid by three tires get one freak something out of the national brands do
anything hopper real infinite ok departs will get ideas and options as you can
clearly see here get out two hundred dollars when you
purchase four bridgestone tyres dealerships don’t oftentimes brand that
pipe contacted put up at a disadvantage so what can you do the dealer you can build a standalone service like
i’m sure some of you were sitting there saying we’ll wait a minute chapel i have
factory site i at secondary fight now you’re telling
me that i need to build a stand-alone surfaced salute with in here’s the reason when you look at the average website
today again less than three percent of excited dedicated to fixed operations
contact so do we did new car sales used car sales happened i specials all the other stop
service oftentimes gets lost there’s very little contact there suburb you may have manufactures that
prohibit you having a packing their insight some of you may be in a position to take
a quick stop at the budget i can’t do that you know in a perfect world
absolutely bogus table outside that would be the goal however there are
things that you can do to look at the current site that you have today but if you noticed it’s like you’re
guilty anything about parsons this is one hundred-percent serta subject if you notice for breaking the
dealership you’ve got scheduler at the top eight hundred numbers way making battery charger for one
twenty six twenty four because a lot of people
in washington d_c_ don’t ride their nine eleven pt uh… during summertime arabs are during
the winter time here it brought and he also most prominent
armpit only are we here i thought the bottom of the page there high-level sacrifices special coupons and special but one thing that consumers absolutely
love geo who will set it will says that the number one search term with anything service related is the word menacing yesterday’s we don’t know consumers to have a service related
searches at anything beyond just the search it’s the work you pop secondary to that is the word discount
consumers wild a discount bailout some sort of in the senate eliana i’d be interested ask the
audience how many folks having an automated scheduler at really what the poll the people that
are on line with us we were patient enough to hang through the uh…
technical difficulties with us army people listening in today actually have it automated scheduler on their service department multiplexing hearsay fuchs please let let us know what’s happening
in your dealership we greatly appreciate the feedback so on your screen it says
to us into this apparently have and online service cancer please select one
of the following options gas or now and once again majority of the votes and we
dwell close to call gone and we did that we have a lot of people
come on if the estimate because it and you’re gonna tell me having that online service scheduler is
straight for customer service training it’s just huge per customer service and
have a lot of great companies out there to do that you’ve got time height weight you’ve got
eckstein you’ve got a lot of other solutions that provide this technology this is something that so grateful like your consumer much
easier we hear it we’re community we all are a industry up
immediately we what things yesterday were all the patient people alright boat
we all want things dot now nothing is more disturbing to a consumer especially what we do focus groups that
the caller dealership can be put to a gatekeeper to only get to the serbs
department i have to be put on a whole pick up with an update on comedy and i
know that’s very rare today and it continues to minimize at technology
advances such a simple thing to do it’s extremely
important we really want to take advantage of the sky killers because it’s just
going to continue to drive our level of service service commitment
in that happiness for consumers we have a very sorry for kravis center seventy
four percent bartender do you have an online service scheduler and the remaining twenty six percent
well not quite yet okay will be twenty six percent that
were out of did not pay that take the fifth the call to action look
into it if you don’t have a your budget find it because it will certainly pay
dividends to you one of the other components it’s very
very important again i’d go back sales is a video for maintenance so that
you would have been and where they are today to really look at what’s provides video
content for their new or used to be able to specially used vehicles video is so important i would believe that most of our
audience knows but i’d be i’d be really interested could share this with you uh… and i don’t know how many of you
know this bug what happens own you too they acquire due to personal reasons but
one of which being due to quit the packet most busy day search engine n the world people long video they love video
themselves their friends funny banks she cat stupid things you name it
bailout that may want to share what are the most important thing that
we can do in the franchise dealership world is to create videos explain maintenance topics lot of people don’t understand what it
means when the brakes start policy etc i know what it means
when they start here on prime some people don’t even know what it
means to actually periodically take a look at their tire tread how do you told your tires are wary what type of periodic maintenance should
you look at what does it mean that you know what kinds of things can you do to to continue to care for your vehicle this video content can be huge a lot of
great suppliers of its content one of which we really happened elected to
public cultivating works media they do great job they’ve got a series
of video summer very brave specific so if it’s important to you to really
show this meeting content specific to your brayan they provide this video content it to
keeping that have on your lap site one of the other things are really
encourage people to do has worked very big to get customer testimonials about
the buying process we’re not always is keen to do it on the
surface site and again i would argue services such a key component apostle is happy with their service and are happy with their services by
through the probability of them buying that dealership in being a repeat buyer
or significantly higher so i strongly encourage the use of video
video content increase your service photo ops most of you do this as i’m sure arm we
continue to see an increase in this picture you provide eight hundred
numbers for the serbs apartment it never ceases to amaze me again the
customers will pick the first phone number on a website or call if they’re
looking for sales and the connecting with service but still agree industry we need to
provide these eight hundred numbers right so large obvious in your faith
dynamically tractable a hundred numbers need to be problem latch at uh… personally i’ve got a chap person since
however and making the result used i myself had engaged with the again it’s
not my preference i’d like to light always however it’s amazing the number of people
getting each chat alive you probably see it on hillside the same thing is very true and
service related site only how would you use a bite radicals on the surface i’m
not surprised acids jessie’s life sadistic a week a half ago and i was looking on the
stress and asking about something that question about it use live chat got my question answer made my purchase
it was really bad i so i’m a big and it wasn’t the first time i use live chat bang-up marxism it works on me and did you go out with that axles so you you all heard we talked earlier
about video increases search engine book right to build consumer trough forget those of you that followed the
delay those of you did tell continued to educate yourself on the other somewhere
will wage if you can do what stories feed
akio which takes video search engine optimization you can’t optimize videos global loves video bailout human generated contact again take the time if you have an ad
agency that specializes in video or if you just hear do-it-yourselfers go
out to yourself flip cam there’s basic free software outline that
you can use to at your video content work with your website provider work
with technology provider to gifted stop on your website again consumers early buy t_-shirts weeks humans related by
teacher we don’t like to read that we can put on a bot and watch a
video we would much prefer to do that first had relocate caricature so videos really kate you heard me talk about this earlier consumers love special state-level
offers that look you pop you want to make sure that you have
customizable specials right have many of the change the market and make sure police please make sure
they’re up to date nothing makes me crazier than the total
website he expired specials rights expired combat if you’re working with the website
provider council internally other when they’re done or more or develop their etc a standard everyday cuba to one of the other you can make it a great google analytics
right you can actually install oxo if you can track the credibility of the skin products consumers loved them my wife god love her she’s not on this
call so i can say this sees creepy about that that they have to
be on cuba testing told twenty percent off picture
five dollars eliana i have for corporation out manual
with its heist and this if if i tell you this this little secret
maybe it won’t be so bad because coupons even though they have an x_-ray cindy baxter you can take one that has five
inmates on himself well help me out and german retailer purple heart by both
for the navy certainly shut me down now that’s very interesting everyone’s looking for a good deal of
course i think i’ll look for could primary discount or special christ dot that’s what they want to kind of
feel like they’re getting a good deal everybody wants something right and the reality is when they walk in
with that day if you like there ahead of the gate there left prone to go out in price
shock you but may have a discount enduring the ballpark please by holding you think can be
easily created they can also be used with your direct
mail company they know there’s a lot of serviced apartments that are very big
one direct-mail you can use the same coupon images to get bottoms your direct
mail copy that jake had while setup images work with your provider put these things
in place again remember google state that that number one search term would
be needing service related outside the circus search is the work cuba make sure that you have these on your
website eliana friend i was recently upwards or
not to speak to a a audience of consumers detail i do think from outside of school one of the parents came of course you
know what is your daddy do for a living vannatter it explain to people one ideal
or slightly more confused you sell cars itself help dealers sell costs however the rebounding thing that i got back was
old dealership service his to expend and i said you know that
to be a fact know that that’s what i always hurt to not be afraid mr mrs car dealership printable
serviceman service right to not be trade to state go ahead dare to compare me to release a report here look at their oil change perhaps but
look at passports they look at our abstracts they’ll go on down the line meeting consumer and also being an
industry person i will never take my car to one of those quick www independent
shops the reason i won’t do it does because
the technician underneath my vehicle is not the factory trained and certified
tak they are not they are not clapping attack and i’m not letting you underneath my car i have as my personal transportation
that carries myself and my family it’s just not going to happen even if it cost me a few dollars more
about the peace of mind that i require what i find interesting is if so many
people are reluctant share the price of pictures even if your service prices hired an
independent repair shops here’s your prime opportunity to justify your cost number one we use factory recommended materials we only use only parts we only have factory trained certified
mechanics working on your people oakdale by the way we provide you are we provide you a free
car wash we provide to be services whatever you were giving value
proposition dealer you need to be able to state that and
feel good about it and not apologize this is not a game other the race to the bottom to see how well
we can do it if your dealership specializes in low-priced oil changes and up sellable product that’s fantastic but i like that all right let’s tell
people the story but let’s make sure they understand
about working with our dealership that we have courtesy transportation capri
why wide behalf starbucks coffee of stones and whatever
else you need about your dealership we have a play boom for your children these are all things are critically
important uses creates unnecessary compares is sam is progressive insurance any have been doing it for years now him see
our prices in the price of all of our competitors and they’ve grown to be the
number one insurance company out there rates so i got news for you i’d know i think
that’s twenty dollars for car last night he did it for free just because it
brought it’s you guys in states you know maybe estate five dollars more back to
the safety so i think it’s the a no-brainer ecstatic absolutely did heavy damage okayed it
pay we are more expensive it is ok it’s no different than the costume and
it shows up that wants to pay the base model price beloit to drive out with an
ls loaded with full leather navigation in summer you get what you paid for one of the other things i think it’s
important in this is one example we have several uh… this particular slide back i
didn’t i_d_ installed spring but i’ll be happy to share with others later dedicated at pages increase credibility
actually recently built one of the it gives little mini bios about the actual service tribe stops where they corral for the children they
have their exports team their paper are guides you have to remember you are humid you our people we want the consumer being able to
connect with you the service rider the does the work of
my car tonight actually become friends i trust him and look to him for eight bytes seventeen plus years in the business i don’t requires like nobody’s business
right however when i find it required i find a
great service advisor that mood something to me we want to be able to put out their
who’s our crews are our service dentro parts manager who were the people that are important
to you i’m really bad sometimes with names like
remember faces however when you get that information
contained in e-mail address and phone number extension a little tidbit about something gives you a connection point
with consumer there were quick to put down their guard people came to buy from people they like suma sales world it’s no different than
service world slavic i don’t know how many of you have a blog blogs are so critical to take the fifth sets of being able to shiite dealerships succeed in the
organic rankings for those of you that has ever gone to
google done a search for your particular vehicle or your dealership or more brandt in
your market look at the number of search results that are rendered back oftentimes i keep hundreds of thousands
even upon millions of pages how does google differentiate you over someone else google doesn’t know you right they don’t hang out if you don’t
play golf together so how do they figure out whether or not
you were the better result for the consumer well there’s a lot of different
measurable ps or tequila troubles they look at what’s
known as human generated contact anchorage everyone to look at the word
press law and make sure that your telling your
story this particular dealer says why should i choose to service with your
dealership i remember three years ago when my plan
was born i was petrified because it had been so long to play had
installed of child safety seat interchange it would have been a really nice to know
that i could with the backlog and look at how to properly installed child
safety seat or streetcars right how to get the proper tire where how to teach might seem to be thirteen-year-old in a couple years see driving practices and habits does
income from the parent butted oftentimes craig say hey i really
want you to read this the importance of not texting in dry in it doesn’t have to always be are
related as you get into the holidays you can post highly recipes you can post a lot of
depicting some people are on the program i think you know that i know people are i don’t care about
what we know what managing what it’s not something that’s going to go
out tonight however goal will be a sp however consumers care and for those that are active bloggers i write wat hunted i contribute to block
however i am not a blog impinges but that doesn’t mean it you should be
providing the carpet properly packing it putting out there so
to be picked up by other third-party sources everytime that content is picked up the
pushed out syndicated for someone links to you move up in terms of credibility in
google docs the more links that are linking to you uh… eighty of your domain quality of
your contact video all of these things can’t repeat
your search engine position this could not be more important as it
relates to certs again remember less than three percent oftentimes
content that you have on your website so if you could put service related
content if you can add sixty to eighty demand
additional pages or add a separate website it talks about all these important
categories you were sure to continue to start to
grow your patent intake ab what firestone might is to be with the
others that the controlling purcell hugely important point japanese all about service it’s great
and i hope we have some sales folks on the line because guess what god did is the only way if you’re ever going to
sell a car and actually get paid to do it service department needs to be able to
allow consumers the ability to keep the inventory if you notice we don’t make a primary but we keep it on the front page to give
the consumer the opportunity to go look at that inventory but they have got two thousand and two
apt one fifty that’s pushing two hundred thousand miles i’d love it because it’s
paid for antarctic out that a couple m gains budgets don’t stop it served in the back
seat subtleties so by reliable and you know what i’m
talking about at least tactics one of the day the clock the daddy have
to buy another cuts when you look at it you’d have to
continue building teacher inventory that you can’t let it
get in a way of the service we are a service oriented business and so much of our sales opportunities
need to be able to get from the service lane to the floor i’m a amid creature of of study and i’d
love to watch the behavior one event i dealerships i have the pleasure as i
traveled the country ninety twenty groups and the digital dealers in the eighty eight i’d love to go visit dealerships in
other markets it’s fun for me to go meet people and shake hands of folks that
i’ve done business with i haven’t yet had the opportunity to meet and when i come in one of the things i
do at practice two to remove the g_m_ and the department i’d love to go back
and searched park and i’d love to watch people for just a
moment to see what they don’t and they watching them closely
television with sally jessy raphael reading yesterday’s paper are they on their high powered or on the
laptop walk-in times but i find is that as
people get up out of their shares with a cup of coffee and they start to rome the showroom floor they start to get out on a lot make you
look at that you know that ralph’s mom anger that exp
fear that corvette heat or water that gorgeous bmw m six because they want this is a wonderful opportunity for
often to make sure that consumer meadows what we have available so it’s perfectly okay to have this in a
political issue otherwise it’s just not right because they’re so we focused on
the surface peace this content this conversation is about
service but remember we service vehicles with a plaster hoping to sell marvelous mobile i can even begin to tell you
upgrade immobile mobile package growing medium by far or is pro-life five x multiple it’s projected idea and up twenty thirteen mobile will come and fifty five perset all all searches sixty five percent versus twenty thirty two pdt date without we’re gonna go threefold over what we are today but twenty percent appol service traffic comes from a mobile
device you really have to ask yourself the
question what is my mobile strategy do you might have in integrated more
application with the advent of mobile action with
the increase of mobile cops i have to tell you i’m crazy about my iphone but what even more interesting looking
at the action right generation i have a two year and nine month old son operated i thought about it and i guess earmarks auriane does not excuse the
jury grace erik says it may sixteen things i still don’t know how he does he can get to studios he can get
pictures he can take a picture he knows where he’s games are still
working up an appointment gained he knows ke he was going to take borrowed
anybody safe he gets it to what i mean by that it can be acting
like a raging are just advancing at such incredible
rates over what we did when you look at technology and the
availability of technology and their knowledge and understanding we have to get their and we have to get
there quickly doesn’t have to rely generations are going to college buying cars their little brothers and little sisters
are going to be driving sent it’s not just social media world anymore
into mobile world so that they thought the twitter that might spaces yeltsin all the alps all the programs dikes
don’t be caught off guard here have to get with the if you’re not start to set off the alarm start happen
conversation and kate you know what we need to really talk about this how many of you indian i’ve bought the
poll this because i i just have to ask eliana how many of you actually use you’re smart phone when your boarding
their plane all right i’d have to set that up blood sample across so at some point we don’t have to do it
now bad weather peabody and how many of you use your smartphone for things like that rival six most sad he’s are r_v_ really really big really
important it’s j steelers anti laurent mississippi actually set up eleven arts not posted
yet but if you want to examine your talent
there twelfths we are going to be doing eleven
are solely dedicated to mobile strategies right i want a heck of
a secret for you to know went away but since little company you might have
heard of of it is all i got some from google taxi that mobile
strategies so we rented a straight and that’ll be on july twelfth so hopefully
we’ll see how that sir you know eliana such a pleasure myself
in the rest of the executive cucumber or strategic partners just read spent uh… few days at a global headquarters
in mountain view and i was just blown away week where mobile cell you know even being technologist and
being on the side of the industry prodding myself as
being very technically proficient i had no idea just the advancement there being made
mobile i don’t know harp on that i’d just wanna
really in bad on our listeners that mobile is such a
critical critical piece of your twenty twelve to twenty thirteen and
beyond strategy how your consumers are betting engage you du page search campaigns for pick stocks so many times idyllic dealerships and i page search being done strictly by the
internet fails are and i’d hear i don’t want any service
related terms and it disturbs me because we all work for the same
dealership right we all report to the same owner itself operates on website service
operates on and off so anchorage the service department if
you don’t have a cooperative relationship with the internet apartment sharing
budget and how this works don’t be afraid to branch out into your own however you need to be mindful of
certain things unviable sales we want to go after year
make model manufacturer in the service world we want to go after
the type of service and we want to really again focus you hurt me take this
earlier ordeal or coupon are all keep banks remember the geography what you go after
is also very very different in the field world you can pull people
depending upon your market in europe your location your demographics and certainly they can
keep the population you have to keep dealers you can’t pull people fifty miles sometimes more i’ve seen the remote in the pacific northwest they pull
people from two hours away in terms of service you really need to
keep that really gets tight you’ve got ten maybe fifteen miles to the consumer
spending to go to be able he’d purser and look at com but keywords to not be afraid to go after jiffy lube
and my tifton in g_d_p_ mikey they go after you there’s no reason he can’t go after that sometime too many factors fred would you
do it on the sale side and i can understand that however uncertain site
until they cause otherwise to me it’s open game in terms of tracking attract ability tractors coupon prints your redemptions
and your point calls it was interesting one of our our
largest partners on server-side we have been closely monitoring their
coupon threats the number one most pretty coupon was geared towards women index fifteen
percent off concerts it was a three-to-one pray over the next
close relax let me know noted compound and see
it i got i got to work toward cuba times like this happening necessary for
a minute but again weeping appeal to your
audience lookit who’s bringing back the accord researched a fifteen percent off dedicated to a few
notable roger ideal bitter you know willtracts quote what you want if i’ve got a three-to-one reduction
ratio that’s why i want to go with it one of the other things you want to be
mindful of the hours of operation i don’t believe institute exceptional your targeted keywords really need to be
cured around the hours of your service operations now i can tell you there are some dealerships have east
coast and other markets that are open twenty four star most dealerships are not i’ve seen him as open as early as
fiction saddening event there till as late as nine really try to look at doing it during your hours of operation just keep
your cost under control undersell site you want to do with any
time right as we can respond to leap seminar responders long as the cost is
reasonable and low we can continue to do it eliana what is it thursday service ninety thousand the conduct office debated the requesting it to the
intended that search zena hahahahaha did you guys may have a artistic nothing baker at all and big u_s_ about
that manoj what a liar here you go so i ask you to services images which he
gave me back you’re trying to tell me a hotdog i didn’t have to tell me how
about i ask you to serve this month this is a simple oversight you have to look at the level of
accountability internal to the dealership and how you’re spending your
money and wonder what was the waste here now you might capture one out of house
in people it will see this and you know i got a really it goes well hondas are of high quality too i really
needed when asked about the debt you maybe two years left on my payment very rarely wiki effort to the consumer
items it doesn’t make sense make sure you talk to your providers
maitri pulling the ppc experts have this discussion look at your budget ask the questions it’s a very very important that you
deliver the concept that consumers are acting you walking touch your people
refer to the term people inc we want a deeply consumers to the carpet
that they’re asking for so if i went out and i did a search
twenty ballclub honesty bitches ideally where i would like to be
threatened but lady was charged with the service my
two thousand eighteen you drive me he repeat now lost but they don’t do other things well they’ve got the eight hundred-number you got traveled but they can get you to
surface i kept the consumer that cares to do with canada finding their way
there but it’s not is i think you can see an
ideal way to do things you also want to create optimized
landing pages just for your service department again it’s time that we start
to take some control of the web opportunities that exist day let’s get
out of that three or four five percent section but keep pages that are strictly service
replayed again give the customer the copycat cars that
they want to but that’s not what we started the
conversation started wrapped around starts number three make mobile apts works for
you this is a wonderful program this is a program through a company
called clear mechanic uh… very very t_v_ simple to use
program you basically take your smartphone you take a picture of the defective part plug-in in our own number you can wire
slid we at easy for me to try it transfer the image sample quote image two webmail website active consumer and the consumer to view the image and
share i found it interesting recently i was in the service department as being
a part of my who happens to run a dealership here in the local pc market
we’re going out for lunch i watched a service advisor walkout and break the bad news to a consumer
that they had a rather expensive repair and although i wasn’t close enough see the response i could third week of artificial
expression of fear was that fear had lifebook which said to me that this is one of
those unpleasant conversation that mr mrs consumer you had three thousand dollar bearable thus often the jaw drops and you get your
reaction to my god ceo that’s an awful lot of money quite
so much what can i do without doing the i did talk to somebody right you will find it would be provide people
images photos illustrations exportation video
it showed in the de facto part it explained given the potential dangers
of not making that repair and that also showed them the
illustration of the pink have to be done to make that repair correct you will find it easier to keep buying
from the consumer wanting to tell somebody hui depicting
to show some we want to use people of israel they liked visual we work hard we spend a lot of money
making our dealerships pupil chinese marble floors beautiful entryway nights
waiting rooms or we oftentimes failed to show people the image it’s not to take people out to the service area
to show the vehicle your insurance company will have or
heart attack well she doesn’t like it pictures if not
practical ripping off the park to pull it in the
show some of the fact that part of the practical either take a look at clear mechanic great
company great product they are other solutions these are other thing that you
can do to camp the communication the trust factor with your consumers don’t if i was a consumer attitudes about that xie lost you know yeah i mean how much
does something like that costs to have to have to have one of the separate watch that was free euro dollars that program cost absolutely not now of course they haven’t learned he
had slept the freest sort of the book and if you
were going with that right however when you look at the value example but
the old saying the picture is worth a thousand words yeah that kate i would see a picture is worth thousands aborts it’s really the the lead illustrate to a
consumer the problem sort of optimize called actually did he
saw me talk about this earlier eight hundred numbers chat online automated schedules and it’s
really excited to hear that more than three-quarters of our audience have
automated schedules congratulations to you for being forward-thinking maintain customer support perspire
purchased this was really gets me it was a study that was commissioned by
benefactor and for actually purposes i need to keep the man akshar uh… quiet however most car worksheet today for three years
thirty six thousand miles the average passenger car or light truck
in america need tires depending upon thriving however patterns roads somewhere between thirty and forty
thousand lives id number one point service defection in
america today according to the zoe m it’d pointed beating tires their study their numbers show that service visits for no tires three point nine on average however for consumer the purchase hires
nine point one if you look at the number of services
purchased and you look at the profit margin it in fact we higher admitted on
across literally hundreds of thousands of
consumers to study was issued i had the pleasure of disney dealership
out on the west coast this gentlemen i’ve known for a number
of years he’s to be a a an operator dealership up to new york weight had shifted into the went through
the dealership absolutely beautiful dealership looking in orange county
california one of the things that we got to talking
about important announcing my passion service department what they’re doing
and for those of you that are out there in california and other california
market california well out there part i mean a lot their cards from the custom
wheels to the chrome to the exhaust to you know if i was adverts uh… only
business in california out by the winery and one of the car wash but an accessory
shop chuck while cars first unexploited car spot when u when
you look at when you look at that commitment the
people put in here it’s mind-boggling now not every market indicative of apple
one of the things i found interesting why this weakening him what and fred so you do all of these things how come it’s not on your website and he had no answer for yet when i went out to his service
department he had the inflatable michelin man he had a rally fine michell implied he
had all this work for a point of sale stuff but if you were in his service lean you
didn’t know it there was no prior configurator online
there is no specials there was no coupon there was no mention anywhere on any
page anywhere within apart but pages about
website if they actually sold hires and moreover but they also sell aftermarket rims for
the vehicles it keep silent six sets that with higher catalogs for those of you that you cell pires of your tire distribution how widgets or tools if you can plug into your web
site the consumer can come and pick and drop the year make model trim level of the vehicle and they can get an assortment of higher
speed huge free products i loved it fantastic you can show prices from prices install all total installed whatever your value
proposition is extinguishers desires for life whatever really unique an important but
you if you’re going to sell hires self hires if you’re only going to tell tires when
needed don’t we go to the trouble however there’s a lot of money to be
made in the car market i was down in recently to learn how much profitability
really comes from selling products if you’re going to do it if you’re
consumers the tools now granted you may see chap yet we saw a high-performance cars cars
are very expensive whether there’s the radiator gator
backer whether they’re whether they want flaps or whatever they may be what you have to know your audience you
have to know your brand be willing to put things doctor tire
sprites from buy three get one free fifty dollar rebate hundred-dollar depart twenty dollar off
any additional eccentric what information out there and make it
available for your consumers and you’ll find that when he bear your
phone will ring you’ll get needle dot felt products point number six creek and email
collection process eliana nesting average consumer has been the number
email that they have at one two three four wastes no idea you know i have three without giving away apprise you what it
is one one chicken humor at three email addresses
they have a home email address it’s dedicated for family they have to work email address and then
they happy private email address and that the one that you don’t openly
share with people however they have three different points of
contact more and more and more today copies or
monitoring inbound outbound emails for security
purpose says information being leaked most consumers don’t want to be email to
their work address encourage your service writers just like
we encourage our sales people ask for alternate email address again a study that was commission we found there customers with the e-mail address in
your geometric twenty percent more likely to use you acquitting seven hundred dollars in
additional revenue over five years so amassing if you’ve got to have no
interest sparked renewed email just it’s no different than phone numbers most of the path anywhere from three to
four founders we have a cell phone we have a hopefully
it works out so there are multiple points of contact
with people and based on the trust level do you have with that consumer asking
which informational which digital which email address you get you want to create a tracking mechanism i’ve seen dealerships that actually did
fifty two hundred dollars spinster service writers for collecting the most email addresses
or optical analysts people change jobs people trying to pull sp people move they get divorced they get
married things change the landscape dotted say that a so we
want to make sure they were constantly updating these email addresses don’t
wait till you get a bounced email to realize on my god i don’t have the right email last but not least point number starting
to get him out of typing accessories now i can tell you that the loaded so many dealerships have tried it
struggled with it i and a staunch advocate accessories cannot tell you help passionate camp
about this however it cannot ever come before the sale do not showed people accessories before the
car’s been purchased you can show someone in excess right
vehicle but don’t let them really start getting into all the
treasury auctions until that buyers order signed him to work throughout the night don’t let it get norway however here is the mind-boggling part the average truck wire ashu the buyer
liked rock work truck sold in america six months a purchase spending average of twenty three hundred
dollars an aftermarket parts accessories within
a hundred eighty days of purchase of that vehicle twenty-three hundred dollars dealerships capture very little of that
inundated yourself look at that point like an awful hangover okay like think about this for saket if i had that minor they by a truck box
they buy roof rack they fight brush marks big bike tubular staff grails of
product they buy it back spender it by custom wheels and tires that by
the clock system you see where i’m going here these things are critical behind the pacific itgi most excess
rights vehicles sold in america today so you’ve got your truck by richard
offer a richer four-by-four jerk or about your mustang crew and you know what you got your mom’s soccer moms that parents thereby utility vehicles that like to
vacation so they want to buy a wraps that what we’re raft license plate frame
holders cargo or an actress dealers implementing accessories prosser report on average opinion ditional four
hundred and seventy five dollars per vehicle soul except thirty billion dollar-a-year
marketplace start to look at ways that you can
integrate these component into what you do i’d tell you couple personal stories
about my stuff about excess writing vehicles but
we don’t have the whole time i’d love to accessorize and i think most
people who were real car lovers enjoy that start looking at ways that you can do it
didn’t make it a compliment between confronting sales department the parks department in the service department a militant
starting some of you may do it make do with great success and if you do congratulations most people binders trouble the sales department is an incident like
to sell it so they don’t the parks department up charges service department service department finds it difficult to
know when the parts are coming in so there’s a break and that chain of
communication everyone’s entitled to a profit center
from the salesperson to the parks department service department the consumer deserves to be happy start looking at companies improper
their products and look at other dealerships that do this to figure out
at the right thing for your dealership abdullah dot on the socks isn’t great information thank you so much staff i
will say that ran out of her because of our are difficulties in a very very
beginning past eleven are self don’t wanna take a too much time with
questions any questions that aren’t answered dont worry chest and email you
back today with any answer directly but there’s still a couple of questions cell our first question to you caskets from
thomas he says how do i convinced my are haha insecure
crescent catching been smite owner to spend money on a separate service
related site when idealistic already has a factory site as well as a secondary
site information but fights gtalk sometimes
just could comet could you come up with a
hard question for you sounds society thomasnet you know comet great question uh… it’s not an easy conversation hap dealerships are continuing to look at
their budget from the continuing to look at whether dedicating their dollars you know what i would say to you is this how committed dealership to growing that
peace the business and how critical that piece of the business to your dealership if your dealership that blue dot to an
exceptional job at all other areas it might be an argument that you’re
gonna find difficult however i will tell you chimney i think it’s a no brainer and
mrs again more than half of your revenue according to a mediator all the
statistics we look at come from the service the park there’s a tremendous amount of scales
that exist within that department and when you look at the revenue
opportunity and when you look at the apt spends at
the dealership i_q_ dealerships even today in please don’t take this the
wrong way i am still very much a believer in the
power of traditional media i’m one of the few digital dies and in industry experts that will say to
you the traditional media is actually a good
thing but it’s gotta be synergistic with your
digital media the messaging needs to be considered and you need to find the right place is
to spend your money in that traditional because mathematical eyeballs what you can go out and you can find a
way to invest thousand dollars fifteen hundred dollars
two thousand dollars abuse ships ad budget and you can show thirty forty fifty
percent lift the number of all rose the average aural price point the uppsala services it’s a very very
easy argument to half when you look at your service absorption and you look at
dale doing the bandwidth of your search department you can see that by opening up the left
by giving these opportunities for consumers connect with you journeys other channels that our ally significant number one the first thing i don’t think
it’s so much the money that’s the argument i think what you’re going to find your
own words but i think the u_n_’s who’s going to manage it who’s going to be responsible or might service manager is incredibly busy
dot at the top by parts to park uh… uptight by g_m_ doesn’t have time so i don’t
think it’s a matter of having conversation about combating the
money because the money’s minimal i think it’s a matter of figuring out
who’s going to be responsible for it i hope that answers your questions expressing date at ril fastest you know we kept
these nice people on our weather quite quite long back real quick question
transcends he says when it comes to yet is that you talked about earlier do
you recommend victory shows or should we make them ourselves i don’t think anything’s better been
helping video uh… guided terrible i’ve seen some on aquatic an interesting
topic videos i think the professional answer grace
and i think they’re important but i think nothing to speak like a real
video uh… again i’m not talking about going
out and buying a green screen investing tens of thousands of dollars in video
quick that production people or an expertise most ad agencies today have the ability to come out come on when they shoot your commercials talk with your g_m_ talk with your honor
about shooting some service lane videos and about having a conversation with
customer uh… get a couple of testimony tina nothing is more powerful than that
and having it on the website i saw one recently admitted that you wish escapes
me at the moment there was a uh… a gentleman had an older vehicle it was uh… it was
an older shadi he had it for years today to to repair shop after repair
shop after repair shop and no one could quite figure out the problem this particular dealership not only
figured out the problem in with so happy he shot the video himself and send it to
the dealership assistantship posted at cell exceed that acting better rarity but i’d really like to tell made videos
and and the produced videos but the stock videos from your your video providers out there are
and again there are more and more fun they’re doing service related videos there’s another copy and it’s katie and
and maybe i’ll have the opportunity bottleneck t_v_ if the other company so unity works media and auto net t_v_
up to a really great job automat t_v_ has a lot of the more very specific
tight videos showing the replacement of a water
comparably rotor things of that nature again i don’t know if you want to go by that in that but those are two great sources for that that video content iraq’s mixer looks at sites on the next
side issue and minds says that they might not be poor people
waiting for twenty minutes for technical data base all right well contribute they would part of the mildly
wide-eyed i will say this dennis my my most recent car purchase actually
elise and i want a what kind of car what the dealership is anything but i will
say that’s the last time daylight savings time team around he sent me an
email with a link soooo video does also posted on your
blog which i was really neat cuz i totally get it the reason i clicked on it was because
there was a video cassette thirty second idea specifically on how to change the time in my car it was fabulous date on the email account time and project activities and so glad he said that that reminds me that those are some of the most viewed and well-liked and will respond to
videos people don’t feed the owner’s manual surprised racist while reading instruction manual to
assemble pink by what i read another suits is being black setting up your blue to
and simple think like that that can really be very much appreciated from
your consumers callous hires a colin powell sounds has had an
active sexually helpful stuff to the states emerged they didn’t send at a time when i i would have been
ordered a sense it at a time when i actually need information instant
nosedive sneaking treat was great i thought that was just that sustains them
you know five stars in my head for their customer service certify with that in
i’d filed that under customer service those fantastic ok one other really
super quick question day dreaded what with the percentage of people outside service providers over dealer services so davis secular percent
say it’s per se members high-tech beginning to ask i think it was so that i know that
interesting question i would want to do some research i could speculate on that
i think i can give you up from my southern roots of the made
upward estimate com i don’t know uh… i do know all part of the reason that we started
this whole program date was this was actually brought to our attention from
one of our dealers up she called me one day and and opened
up to myself and into our c_e_o_ about a lot of the child user and
credibly competitive market and service defection was very big for
him and again i think a lot of it has to do
with the consumer perception that dealerships are difficult uh… and they’re expensive and so we started exploring as we
started doing some research idea i’d previously owned uh… a piece of the
accessories company so i had a pretty good working knowledge of a lot of what was possible on the
pics operation side we dug into the thing that we started we launched our first beta this over a
year ago and which is really blown away with the
results that we saw and what we found was if he didn’t so
much what the dealership dot the lack of what we communicate that the billable so i i i will be happy to be again and
talk with our our friends over it at in eighty eight and quaint is right down
the road from us to talk to uh… some of our pick stocks partner to
exceed what percentage of consumers is that our using are abandoning the
dealership is going to be independent pair shops many crack cocaine in a makes gets and tears in your hands well or it may make big smile because
the reluctant because of the doubt their owns they’re cute they’re so much
available there so much opportunity and and one of the things that i’m just
so excited about is being able to so you guys today with
the seven action steps as you can see this is my email address
these are my phone numbers i’d love talking about this stuff and anything that i can do to help you
advise you uh… there’s a lot of great web
companies out there there’s a lot of great technologist the people that can
help you through this by employees to do anything start today
to look at that works for anti start ask the question started look me competitively shop peoples in our market place to see what
other kind of poor internecine maximize our bmw three series personal or we don’t always do that with
our services but we don’t always see how easy it is for consumers to get yes
because we take for granted blurred as we know what we do challenge you to be a consumer inc like
consumer thanks have a conversation that someone it doesn’t know what you know
and hostility leading questions will be ever-changing evolution we’re
watching more and more of this happen eliana thank you for or for really
betting that today and again my most sincere apologies to all of you for that fifteen minutes twenty minute delay we
have put the technical issue uh… but and i was so thrilled to be a part
of this and i would love nothing more than that to be back in the future and i
would like to hear from some of you about your successes and challenges and my myself and my team here are more
than happy to do anything we can support you and thank you so much thanks m_s_f_ atmosphere area of fantastic shouts and out for all of you that are still
out there and that in our land as when you leave this webinars are gonna ask if
you survey questions your feedback of course this always greatly greatly
appreciated thank you jeff sadness presentations
amber waves has tapped the our so any questions that weren’t answered during
the time allotted will be answered by directly later today i’d checked himself i want to remind our audience that a
link to download a copy of today’s levin are courting skimpy email to you later
today for your reference precipitation friends and colleagues and see if that has all city list on the
dealer on website within twenty four hours such a strategy
laurent dot com slash modernized to cure upcoming webinars schedule access sidebar past that interest you
ends may not notice that we had a fantastic blog empty laurent all kinds
of automotive goodies from what’s happening to iran two hundred dancing
general so check it out if you are on dot com slash blog and feel free to reach out to
us on any one of our social media outlets space that’s where lesson in everywhere solicitous and
connect with us and invitations will be coming out tomorrow for next week’s
laminar using a car stopping data oh howdy drastically improved your
website to know that site a day to make money which is his doubts
present of data mid-season gives great by the time next week so it should be no
exception now next week he’s gonna show you house you can drastically improve your
website conversion i die i still think that that’s a weapon either any of us
sadness so this is the another campus presentation
by your friends at iran and don’t forget to runs weekly webinars are always held
every thursday at twelve p_m_ eastern nine a_m_ pacific and have some really
great weather subjects and for this year but if you have any questions comments or
suggestions regarding the second ice and our topics please feel free contact me
directly again my name is eliana ad hearing from you said tracking down
online or email me at eliana at blair on dot com
they just a very much for sending this time with us today we hope to see you
all on a future rather not continuing
education series he sells a gun

About the Author: Michael Flood

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