1. The document discusses how focusing on the basics rather than chasing shiny new objects leads to better results for sales. It emphasizes delivering an excellent customer experience, especially over the phone, to convert more browsers into callers and close more deals. 2. Data shows that most car shopping is done online and on mobile now, so digital advertising and phone systems that can capture calls are critical. Call tracking and agent performance monitoring help plug leaks and ensure quality service. 3. A consultative sales process, responsive support, and consistent training are emphasized as ways to improve the customer experience and increase sales through the lifetime of the customer relationship.

1. There Are No Shortcuts: Stop Chasing Shiny Objects!
Be Brilliant with the Basics
Dave Purgason
Senior Director of Sales / CallRevu
DavePurgason@CallRevu.com

2. S.O.S. | Shiny Object Syndrome.
Focusing your attention on something that is new, current or trendy, yet dropping this as soon
as something new takes its place.
• Symptoms Include:
• Constantly Shifting Priorities
• Unfinished Projects
• Poor Process Control
• Questionable ROI
• Bloated Tech Stacks

3. More Educated & Discerning Shoppers
• 92% of car buyers research online before
they buy.[1]
• 17.6 Hours on Average Researching
Vehicles Before Visiting a Dealership[3]
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
61
PERCENT
of shoppers call a
dealership after
completing a
search.[2]
[1] Google/Kantar TNS, U.S., The Drive to Decide Survey, n=500 recent car buyers, 2018
[2] Mobile Ready or Not. LSA. https://www.lsainsights.com/product/mobile-ready-or-not
[3] AutoTrader. (2014). “Millennials Are Accelerating Change In Car Shopping”. http://press.autotrader.com/news-releases?item=132628&mobile=No

4. Phones: The Source of Truth
• 65% of consumers shopping for a vehicle
will use their Smartphones[4]
• 70% of consumers on mobile have used a
click-to-call extension direct from search[5]
• 41% Will Visit Only One Dealership
Before Buying[6]
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
32
PERCENT
of calls result in an
appointment from
click-to-call. [7]
[4] 5 Insights Into the Car-Buying Habits of Millennials. (2018). autoweb. https://www.autoweb.com/dealers/dealer-corner/news/5-insights-into-the-car-buying-habits-of-millennials/
[5] The Role of Click to Call in the Path to Purchase. (2013). Google. 5. https://think.storage.googleapis.com/docs/click-to-call_research-studies.pdf
[6] Tsao, S. (2021, September 27). “Changing the Car-Buying Experience”. Treasure Data. https://blog.treasuredata.com/blog/2021/02/26/how-millennials-and-customer-data-are-changing-the-car-buying-experience/
[7] Anderson, D. (2021, June 25). 31 Statistics Automotive Marketers Need to Know in 2021. Invoca. https://www.invoca.com/blog/automotive-marketing-statistics

5. The Number One Touch Point
• 92% of all customer interactions happen
over the phone[8]
• 85% customers reporting being
dissatisfied with their phone experience. [9]
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
86
PERCENT
of customers are willing
to pay more for a
great customer
experience.[10]
[8] Andrew, Davies. (2015, April 17). 31 The Sales Hierarchy of Lead Data Needs. Salesforce. https://www.salesforce.com/content/blogs/us/en/2015/04/sales-hierarchy-lead-data-needs-gp.html
[9] Andrew, Davies. (2015, April 17). 31 The Sales Hierarchy of Lead Data Needs. Salesforce. https://www.salesforce.com/content/blogs/us/en/2015/04/sales-hierarchy-lead-data-needs-gp.html
[10] Experience is Everything (2018). pwc. https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf

6. A PurchasingCase Study

7. 1. Disjointed and off-topic
introduction.
2. Called back without addressing
any of the caller’s questions.
3. Offered a test drive to someone
out of range.
4. Added nothing to the buying
experience except another step
for the customer.
Inefficiency & Indifference

8. What Happened on the Call?
What did Tommy do well? What could he improve upon?

9. 1. Apologized for a lack of
communication via text.
2. Called when he was informed on
the situation.
3. Offered an advanced delivery
solution to accommodate the
situation.
4. Left the customer in a position to
close the deal.
Adding Value & Closing

10. What Happened on the Call?
What did Tommy do well? What could he improve upon?

11. Focusing on ROI

12. Willing to Engage with Ads
• 77% of Car Buyers clicked on a promo
driven Facebook Ad.[11]
• 66% of Automotive Calls are Generated
from Paid Search.[12]
• 57% of shoppers call from a search ad
call extension to schedule an
appointment.[13]
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
82
PERCENT
of shopping time is
spent online.[14]
[11] Ciopryna, C. (2021). “Millennial Customers Are Moving the Car Buying Process Online”. CallSource. https://www.callsource.com/blog/millennial-customers-are-moving-the-car-buying-process-online-infographic/
[12] Anderson, D. (2021, June 25). 31 Statistics Automotive Marketers Need to Know in 2021. Invoca. https://www.invoca.com/blog/automotive-marketing-statistics
[13] ] The Role of Click to Call in the Path to Purchase. (2013). Google. 5. https://think.storage.googleapis.com/docs/click-to-call_research-studies.pdf
[14] Overby, J. (2014, August 27). 82% of Car-Shopping is Spent Here for Millennials. Auto Remarketing. https://www.autoremarketing.com/trends/82-percent-car-shopping-spent-here-millennials

13. Advertising
• Focus on reaching mobile devices.
• Responsive Ads & Website
• Digital Advertising
• AdWords, Display, Social, Pre-Roll
• Converting to Calls.
• Google MyBusiness, DNI, Click-to-Call
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
25
PERCENT
more likely to engage
with online ads.[15]
[15] O'Shaughnessy, T. (2019, May 6). What You Need to Know About Marketing to Millennials. American Marketing Association. https://www.ama.org/marketing-news/what-you-need-to-know-about-marketing-to-millennials/

14. Converting Browsers into Callers
• Phone calls convert to 10-15x more
revenue than web leads.[16]
• Callers convert 30% faster than web
leads.[17]
• Caller retention rate is 28% higher than
web lead retention rate.[18]
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
61
PERCENT
of shoppers contact a
dealership by calling
after a search. [19]
[16] BIA/Kelsy. (2014, April 8). “Phone Calls Are The New Click:”. http://www.biakelsey.com/phone-calls-are-the-new-click-new-report-by-biakelsey-focuses-on-mobile-local-lead-attribution-for-smbs/
[17] Forrester. (2017, July). Pick Up The Phone: Your Best Customer Is On The Line. 1. https://www.marchex.com/wp-content/uploads/2018/07/Marchex-Pick-Up-The-Phone-Forrester-Paper.pdf
[18] Forrester. (2017, July). Pick Up The Phone: Your Best Customer Is On The Line. 1. https://www.marchex.com/wp-content/uploads/2018/07/Marchex-Pick-Up-The-Phone-Forrester-Paper.pdf
[19] “The Car-Buying Process”. (2016), Cox, Google, J.D. Power, LSA, Think With Google https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/consumer-car-buying-process-reveals-auto-marketing-opportunities

15. Plugging Profit Leaks
• Implement missed-opportunity and CSI
alerts.
• DNI to track and optimize campaign
effectiveness.
• Phone health alerts and routing audits to
ensure connectivity.
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
40
PERCENT
of calls to an average
dealership go
unanswered.[20]
[20] 3 Danger Signs Your Phones are Letting you Down. (2019, July 18). CallRevu. https://www.callrevu.com/blog/3-danger-signs-your-phones-are-letting-you-down

16. With DNI, you can see what digital marketing
campaigns get success on a keyword level so you
can make decisions accurately and quickly.
• Understand down to the keyword level which
campaigns and pay-per-click ads are most
effective
• Seamless integration with Google Analytics
• Centralized reporting from multiple website and
web service providers
• Detailed tracking back to individual social media
campaigns
• Certified with major automotive website providers
• Measure incentives and promotions based on
consumer activity, not just how many times the
phone rings
Dynamic Number Insertion

17. Improving the Experience

18. Consultative Sales Process
• Be responsive, ask questions, log every
detail in the CRM. Read the lead!
• Prep for the call and check your notes.
• Be upfront, no late game surprises.
• Remove roadblocks and enhance the
experience.
• Delivery options, digital F&I, loyalty programs.
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
56
PERCENT
of millennials would
rather clean their house
than negotiate with a
dealership.[21]
[21] Beepi. (2016, July 21). “Americans Feel Taken Advantage of at the Car Dealership:”. https://www.prnewswire.com/news-releases/study-americans-feel-taken-advantage-of-at-the-car-dealership-300301866.html

19. • Automatically identify changes that
negatively impact your dealership and
customer experience.
• Watch, Warning, and Emergency
escalation based on severity.
• Proactively fix phone health with
troubleshooting suggestions.
• Direct communication to Client Success
Manager.
Phone Health Alerts

20. • Alerts sent via text or email within 30
minutes of the call, respond with no login
required
• Read complete call summaries written by
automotive-trained call center agents in
under 30 seconds
• Click-to-call the customer
• Up to 32 relevant data points collected on
every call and passed to CRM
Missed Opportunity & Action Needed Alerts

21. Employee Report Card
• Integrated training courses.
• Industry Benchmarks for
performance
• Easy drill-down granularity

22. Nail the Follow Up
• Invest in your team.
• Implement a consistent, quantifiable training
solution.
• Track progress against industry benchmarks.
• Leverage alerts and call monitoring.
• Ensure a full CRM integration to never miss a
deal or a detail.
80
PERCENT
said they plan to
purchase a vehicle in
the next 5 years.
30
PERCENT
boost in appointment set
rate with call-specific
training.[21]
[21] You Need a Training Partner: Better Customer Service Boosts Revenue. (2020, October 20). CallRevu. https://www.callrevu.com/blog/why-you-need-a-training-partner-better-customer-service-boosts-your-revenue

23. Key Take Aways

24. Key Takeaways
Delivering instant gratification to your callers.
Answer their questions quickly, clearly, and without
interruption.
Creating a frictionless experience on your calls
using cross platform functionality.
What you need to do to be catering to the next
generation of shoppers.
[21] You Need a Training Partner: Better Customer Service Boosts Revenue. (2020, October 20). CallRevu. https://www.callrevu.com/blog/why-you-need-a-training-partner-better-customer-service-boosts-your-revenue

25. Any Questions?

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There Are No Shortcuts: Stop Chasing Shiny Objects!
Be Brilliant with the Basics
Dave Purgason
Senior Director of Sales / CallRevu
DavePurgason@CallRevu.com