The document discusses the four staples of lead conversion for car dealerships: websites, marketing, lead acquisition, and CRM/ILM technology. Websites are likened to grains and should be attractive, functional, and accessible. Marketing involves branding, advertising, and merchandising. Photos are especially important - more pictures means more leads. Lead acquisition involves both self-generated and third party leads. CRMs automate processes to maximize leads. Proper use of these four elements is vital for dealership success.
10. Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail
5%5%6%
9%
11%12%
25%
62% $249/
vehicle
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012
11. Websites
Branding
• and Merchandising
Lead Acquisition
Technology
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01010101010101010101010DealerKnows: 4 Elements
The four staples of lead conversion:
12. Like grains, websites provide energy.
Attractive
Functional
One click away
DealerKnows: Websites
19. Hot buttons.
DealerKnows: Websites
Brand / Logo
Value Proposition
Schedule Service
Trade Information
Hours/Directions/Contact
Specials
Get Pre-Approved
Inventory
24. Show and tell.
DealerKnows: Websites
Importance of Video.
Of your team.
Of your values.
Of your customers – testimonials.
Build Value Walk Around Testify
25. Have a side of search (and corn).
DealerKnows: Search
41. DealerKnows: Photos
What others have found:
Having just 11 pictures can
increase page views by
175% and contacts by
127% versus having no
pictures at all
50. What your CRM/ILM should be doing for you:
Trigger tasks for sales
•team
Automate Process
By event, lead type
• source, salesperson
Processes for pre-sale,
• post-sale, lost
DealerKnows: CRMs/ILMs