Understanding Wine Increases Internet Sales. Joe Webb of DealerKnows Consulting shares the similarities between being a sommelier with measuring Internet sales success for auto dealers. http://dealerknows.com
19. •Delicate A term used similar to charm but more often relates to the more subtle
notes of a wine.
•Depth A term used to denote a wine with several layers of flavor. An aspect of
complexity.
•Dirty A wine with off flavors and aromas that most likely resulted from poor
hygiene
•Dried up A wine that has lost some of its freshness or fruitiness due to extended
aging.
•Dry A wine that is lacking the perception of sweetness.
•Earthy This can mean a wine with aromas and flavor reminiscent of earth, such
as the
•Easy A term that can be synonymous with "approachable" but more commonly
refers to a wine that is siEdgy A
•Elegant A term to describe a wine that possess finesse with subtle flavors that
are in balance.
•Expansive A wine that is considered "big" but still accessible.
•Expressive A wine with clearly projected aromas and flavors.
•Fallen over A wine that, at a relatively young age, has already gone past its
peak (or optimal) drinking period and is
•Farmyard A generally more positive term than "Barnyard" used to describe the
earthy and vegetal undertones that
•Fat A wine that is full in body and has a sense of viscosity. A wine with too much
fat that is not balanced by aciditys sa DealerKnows: Process
Finish.
Reporting:
Does your lead management
deliver the desired result?
24. Called Before Emailing: 14.55%
Email provided price: 38.18%
Email provided multiple pricing
options: 9.09%
Email use:
Only Called:
Only Emailed:
Included a personal
picture:
DealerKnows: Follow-Up
25. Called Before Emailing: 34.55%
Email provided price: 45.45%
Email provided multiple pricing
options: 7.27%
Called Before Emailing:
Email provided price:
Email provided multiple
pricing options:
Email use:
DealerKnows: Follow-Up
26. Email Philosophy.
Provide MSRP
Competitive Price (Showing the savings)
Alternate Vehicles (models as low as…/comparable used)
Link to Inventory (for new)
Link to “Get Pre-Approved Here” (for used)
Set up for the Call
later: send a personal video message or photo
DealerKnows: Follow-Up
27. Process methodology.
1st
Email: Give them what they asked
for with additional options2nd
Email: Sell yourself right away
with personal picture/video
message
3rd
Email: Sell your process
4th
Email: Sell your dealership
5th
Email: Sell your brand
In all future contact, make sure to ask questions and
offer them something special or interactive
DealerKnows: Follow-Up
28. Mystery shop results:
DealerKnows: Follow-Up
Called Before Emailing: 36.36%
38.18%
Email provided 3pr38.2:
14.55%
Email provided multiple pricing
options:
One hour email response:
Email Reliance:
Phone Reliance:
29. Inspect what you expect.
DealerKnows: Follow-Up
Monitor
Police
Measure
30. DealerKnows: Thanks
Joe Webb
President and Founder
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
847-456-5130
Twitter/zonewebb
LinkedIn/josephwebb
Editor's Notes
You need to keep a watchful eye and inspect your team ’s performance. You need to know how to properly measure the success of your Internet department through mystery shops and metrics evaluation, and you must know what variables needs changing. That is what builds great Internet departments. That’s what makes great sommeliers. That is what makes delicious wines. And you don’t stop until you have the best damn tasting lead management wine in the business!