Best Practices to Doubling Your Internet Closing Ratio In 90 Days

1. Best Practices to DoublingYour Internet Closing Ratio In 90 Days

2. Contacting Online Leads

3. How Many Leads Do You Have In Your CRM? The Average Dealership has over 10,000 Leads in their Internet Department CRM Tool Where do these leads come from? • Manufacturer’s site • Your own website • Lead providers

4. You Are Sitting On A Pot Of GOLD The average lead cost is $20 • 10,000 leads X $20 = $200,000 • 5% Average Internet closing ratio • Leaving 9,500 leads unsold

5. What Happens to Those 9500 LEADS? 41% of Leads 33% of Leads

6. What To Do With Those LEADS? • Put in place a plan to follow up with all leads for 120 days • Use marketing automation to ensure it is done properly • Use email and phone calls to reach out to them • Offer a service special in every email

7. Reactivate Dormant Prospects Leads DO NOT get better with age • Re-engage old prospects with personalized content delivered on a customized schedule monthly • Quick-turn around with inbox reply automation and management • Generate NEW service business with online coupons and special offers

8. Sales Summary

9. Reactivation Process • Clean the prospect database • Remove all spam traps • Bad email addresses • Invalid email addresses • WARNING:Do NOT attempt to send out an email blast to your old database without cleaning it

10. The Challenge • 25 percent of all leads are never contacted by the dealership • Use email in addition to phone calls to reach leads • Monitor email to ensure delivery • (Gmail and Yahoo are problematic)

11. Gmail Footprinting Problem Gmail is now footprinting suspected SPAM • Sending email address • Domain Name • Company name • Phone number • Address

12. Database composition 25 to 40% of your customer and prospect database is comprised of:

13. Yahoo Changes (Occurred August 15) • Yahoo will be taking dormant accounts and reclaiming them. • Need to purge inactive email accounts. • No activity for over a year.

14. Residual Leads • The typical dealer has a 5 percent Internet closing ratio • If they receive 500 leads a month and close 25, that creates 475 residual leads • Next month there are 500 NEW leads plus the 475 residual, for a total of 975 leads • Without automation, it is impossible to manage this many leads

15. Best Practices • Do not SPAM • Do not send out loud, obnoxious emails • Do not sent out heavy-graphic emails • Make sure emails are mobile-enabled • Check spelling • Include links to your website

16. Preset Sales Email Schedule Jan Feb Mar Apr 1 New Year’s Special: Free Detail 14 Valentine’s : Leasing Offer 23

17. First Campaign Results: Interstate Ford (Old Leads Sitting in their Internet CRM) RESULTS were: We sent out 16,111 emails Of the 321 clicks to the dealer website, 90% searched new or used cars. *Industry standard open rates on e-saturation campaigns are 1-4%

18. Dealer or Brand Logo Call Tracking Number Conversational Copy Personalization New Car Search Links to Website Professional Email Templates

19. Sales Call Tracking Assign a special phone number just for the sales campaign which rings to your main phone number. This way you can track who, when and for how long the phone calls you receive typically last.

20. Importance Of Mobile-Enabled Emails Make sure your emails are Mobile-Enabled

21. Importance Of Mobile-Enabled Emails BAD!

22. Importance Of Mobile-Enabled Emails • Email reformats (adapts) for smaller screens using media queries • Buttons are sized for Apple interface guidelines to accommodate finger gestures • Phone numbers are click-activated • Text is resized to be readable without pinch and zoom 70% of consumers delete an email if it looks bad on a mobile device

23. When To Send Emails Challenge • The best time to send an email is at 1:00 PM • The best days for follow up emails are Tuesday through Thursday • My Suggestion is Tuesday email with a follow-up call on Wednesday morning

24. Best Subject Line Practices • Make sure subject is personalized if possible • Short and honest • Do NOT use the word FREE • Never use all capital letters or multiple punctuation • Explain briefly the benefit of opening your email

25. Consumers Are Holding Onto Cars Longer Email is a relationship-building tool that will: • Convert service customers to new-car buyers • Convert finance turn-downs into service customers • Keep local prospects engaged with your dealership

26. How do you Targetyour leads one by one? With relevant Email Marketing using ASM

27. Engage Based Upon Interest • Create Relationships: • Find out prospect’s interest • Get and keep them engaged • If service was provided on current vehicle, prospect could turn into future buyer • Dear Jennifer, • Searching for a Service Department you can trust? Sarasota Ford is your answer offering a one stop shop for all of your maintenance and service needs. • Technically Advanced Service Center • Latest Diagnostic Computer & Repair Equipment • Factory Trained Technicians • Supplier of “OEM” Quality Parts • At Sarasota Ford we look forward to serving you! • Sincerely, • Tony Cooper • Service Manager • Tony.cooper@sarasotaford.com • 941.209.1497 • As a preferred online customer PLEASE print this email and bring it with you.

28. ASM…Tracking Responses Clicks Trigger Next Phase • Typical Engagement • 1,000 Opens (10%) • 750 Reads (6%) • 400 Clicks • 100 Click on Service Coupons • These 100 “Hand-raisers” move into a new message queue Dear Mark: We’d love the opportunity to make you a lifetime customer at Graff Chevrolet. Attached you will find a link to our service department where you can sign up for a FREE oil change for your new Corvette! Please take a moment to visit us. 100 SERVICE CAMPAIGN

29. ASM…Second Triggered Campaign Messages to 100 Service Clickers Service Letter 1 Service Letter 2 Service Letter 3 Service Letter 4 $9.95 Oil Change Sent – Day 1 “Service Links” If no “service-click” Sent 1 Week Later If no “service-click” Sent 1 Week Later If no “service-click” Sent 1 Week Later Clicking on “Service” link triggers Oil Change coupon email being sent automatically

30. The Benefits of Adaptive Sequence Messaging Pre-built Sequential Targeted Messages • Triggered conditionally, based on user response to prior messages in sequence – entirely automated and on a timed schedule • Dramatically improved cumulative response rates for marketing campaigns • Build Relationships • Educate Customers • Qualify Leads • Close sales

31. Mining Gold in Service Internet leads have typically never been marketed to for service. Advantages: • Cheaper & Faster • Local Prospects • More profitable • Keeps them in your family of customers

33. Monthly Service Coupons Sent Automatically E-mail Coupons are Cost-effective and Trackable Jun Jul Aug Sep 3 Oil Change 5 Battery Test 16 Tire Rotation A Service- Cycle Offering

34. Service Coupons For All Makes and Models Don’t forget to include ALL makes and models in your service coupons • Bring in additional customers • Reactivate dormant leads • More profitable • Keeps them in your family of customers

35. The Power Of Women • 78% of your service customers are women • Women are 3 times more likely to post a review as opposed to men

36. Feeding Your BDC • The success behind a BDC is the combination of people, process and execution ultimately leading to increased traffic: • Phone Ups • Internet Leads • Unsold Traffic • Owner Retention • Database Mining • Referral and Lead Generation

37. Clicker Reports Reports tell you which customers clicked through from the email to your website and shows you what they looked at.

38. Targeted Follow-Up • Use data from reports to follow up on prospects based upon interest • Behavioral targeting • If they click on a link for used cars, they are a prospect for used cars • If they click on a link for service, they are a prospect for service • Send them info based on what they want

39. Keep Your Dealership On The Top Of Their Mind • Building Personal Relationships Requires: • Two-way business/customer interaction • Time and content relevant communications • Email Marketing Solutions Designed to Help You: • Automate email marketing • Retain with relevant, timely content • Target with high-response campaigns • Track their activities & interests

40. Advantages • Clear and effective messaging will produce results • Relevant content will engage local prospects • Easy-to-read messages (bulleted) • Calls-to-action are clearly designated • Higher conversion rates • Build relationships producing sales results • Messages are not filtered out as spam

41. Best Practices Summary • Put in place an automated follow-up system for at least 120 days • Clean your old prospect database • Start an email campaign to the old prospect database • Service beginning of the month • Sales the middle of the month • Monitor results • Test delivery • Cyber-shop your own delivery and lead providers

42. Questions?

43. For More Information Contact: Peter “webdoc” Martin 941.756.1932 office 954.205.7716 cell peter@cactusskydigital.com