1. Reid Wakefield
rw@centuryinteractive.com
This presentation is meant to be read.
Don’t let the slide count scare you; it’ll probably take about 15 minutes to get through the presentation.

2. What’s the first website you hit each morning?

3. Which apps do you compulsively check on your phone?

4. Think about the software that truly delights you.

5. Think about the software that truly delights you.
for me:

6. common threads:
1. easy to use

7. common threads:
1. easy to use
2. the stuff they show me is interesting and meaningful

8. common threads:
1. easy to use
2. the stuff they show me is interesting and meaningful
3. my brain’s ventral tegmental fires dopamine into my amygdala,
prefrontal cortex, and nucleus acumens.

9. common threads:
1. easy to use
2. the stuff they show me is interesting and meaningful
3. my brain’s ventral tegmental fires dopamine into my amygdala,
prefrontal cortex, and nucleus acumens.
we’ll get to this later

10. We’re going to build something like that for our dealers.

11. We’re going to build something like that for our dealers.
Objective: easy to use

12. We’re going to build something like that for our dealers.
Objective: easy to use
Objective: interesting and meaningful

13. We’re going to build something like that for our dealers.
Objective: easy to use
Objective: interesting and meaningful
Objective: engaging

14. We’re on a mission to build a program that truly delights dealers.

15. We’re on a mission to build a program that truly delights dealers.
We’ve enlisted some helpers:

16. We’re on a mission to build a program that truly delights dealers.
We’ve enlisted some helpers:

17. Mission: stop asking our users to do all the work
Helper: Mark from Lithia

18. Mission: stop asking our users to do all the work
Helper: Mark from Lithia
Mark is a marketing VP at Lithia Corporate.
He delivered a great talk to Lithia’s vendors and
reminded all of us to focus on the frontline men and
women who work with customers.

19. Mission: stop asking our users to do all the work
Helper: Mark from Lithia
Mark is a marketing VP at Lithia Corporate.
He delivered a great talk to Lithia’s vendors and
reminded all of us to focus on the frontline men and
women who work with customers.
Lithia uses the name Dewey when making generic
references to its store employees. It’s a reminder
that they’re the ones actually doing the work.

20. Mission: stop asking our users to do all the work
Helper: Mark from Lithia
The temptation is to invent so many processes and
requirements that working at a dealership becomes
a real chore.

21. Mission: stop asking our users to do all the work
Helper: Mark from Lithia
We’ve been asking the stores’ busiest employees to:
* identify and tag records
* enter phone codes
* review phone calls
* figure out which leads matter

22. Mission: stop asking our users to do all the work
Helper: Mark from Lithia
We’ve been asking the stores’ busiest employees to:
* identify and tag records
* enter phone codes
* review phone calls
* figure out which leads matter
With only a few exceptions, they’re simply not doing it.

23. Other apps have solved this problem.

24. This is the brand new Nike+ Fuel Band.

25. A few years ago, Nike launched an app that allowed athletes to track
their activities.

26. A few years ago, Nike launched an app that allowed athletes to track
their activities.
It was a neat concept. An online portal showed the user how many
calories he burned each day and whether or not he was achieving his
fitness goals.

27. Unfortunately…

28. Unfortunately…
Users weren’t consistently logging in to enter data.

29. Nike went back to the lab.

30. Nike went back to the lab.
The newly launched Nike+ Fuel Band doesn’t require any manual entry.

31. Just wear this bracelet, which will automatically collect your daily activity.

32. Just wear this bracelet, which will automatically collect your daily activity.
The bracelet automatically loads the relevant data into the Nike+ portal.

33. The new product has been a big hit.

34. There’s a lesson here for us.

35. There’s a lesson here for us.
Let’s stop asking the stores’ busiest employees to dig through
thousands of phone calls to find the ones that matter.

36. Mission: filter out the noise
Helper: Wolfgang von Kempelen

37. Mission: filter out the noise
Helper: Wolfgang von Kempelen
von Kempelen created the Mechanical Turk in 1770. The
Turk was a human operated device that fooled observers
into believing it was an automated chess playing machine.
The Turk was the inspiration behind our Humanatic
product, which uses a combination of machine automation
and human support to efficiently filter for the phone calls
that actually matter.

38. Mission: filter out the noise
Helper: Wolfgang von Kempelen
622 phone calls
becomes
139 unique prospects called about inventory

39. Mission: filter out the noise
Helper: Wolfgang von Kempelen
139 unique prospects called about inventory
we also learn:
71% of these prospects received a return call

40. Mission: filter out the noise
Helper: Wolfgang von Kempelen
139 unique prospects called about inventory
we also learn:
Sam Salesman handled 37 of these calls

41. Mission: filter out the noise
Helper: Wolfgang von Kempelen
139 unique prospects called about inventory
we also learn:
Sam Salesman handled 37 of these calls
and sought an appointment 62% of the time

42. We’ll use our Humanatic service to find the data that matters.

43. We’ll use our Humanatic service to find the data that matters.
Since we’re identifying the good leads, we can also tell a better
story about where those leads are coming from.

44. what the dealer sees today
you received 622 inbound phone calls
• 462 came from your website
• 108 came from your mobile site
• 13 came from email campaigns
• 11 came from AutoTrader.com
• 11 came from Cars.com
• 11 came from Edmunds.com
• 6 came from newspaper listings

45. Mission: show true attribution

46. Mission: show true attribution
Helper: Cassie from Van Tuyl

47. Mission: show true attribution
Helper: Cassie from Van Tuyl
Cassie is the Director of Marketing for Van Tuyl Group.

48. Mission: show true attribution
Helper: Cassie from Van Tuyl
Cassie is the Director of Marketing for Van Tuyl Group.
Every month she runs a report that shows how many
phone calls each of her lead sources has generated.

49. Mission: show true attribution
Helper: Cassie from Van Tuyl
We only got 11 phone
calls from Auto Trader!!!

50. Mission: show true attribution
Helper: Cassie from Van Tuyl
Publishers don’t like getting beaten up by
data that doesn’t tell the whole story.
We only got 11 phone
calls from Auto Trader!!!

51. Mission: show true attribution
Helper: Cassie from Van Tuyl
Publishers don’t like getting beaten up by
data that doesn’t tell the whole story.
Key publishers are now working with us
to help dealers see the full path that
customers are traveling.

52. Mission: show true attribution
Helper: Cassie from Van Tuyl
462 phone calls via your website

53. Mission: show true attribution
Helper: Cassie from Van Tuyl
462 phone calls via your website
becomes:
315 phone calls about inventory via your site

54. Mission: show true attribution
Helper: Cassie from Van Tuyl
462 phone calls via your website
becomes:
315 phone calls about inventory via your site
and now we also learn:
64% of these callers saw your inventory on
AutoTrader.com prior to calling from
your website

55. Mission: show true attribution
This is a big deal. No one has ever been able to show this.

56. Mission: show true attribution
This is a big deal. No one has ever been able to show this.
When prospects call, we’ll be able to show the other relevant sites they
checked out recently.
___% AutoTrader.com
___% Cars.com
___% Edmunds.com
___% KBB.com
___% Google

57. Mission: show true attribution
* a prospect sees your inventory on AutoTrader.com

58. Mission: show true attribution
* a prospect sees your inventory on AutoTrader.com
* two days later, he searches for your store on Google

59. Mission: show true attribution
* a prospect sees your inventory on AutoTrader.com
* two days later, he searches for your store on Google
* he hits your home page

60. Mission: show true attribution
* a prospect sees your inventory on AutoTrader.com
* two days later, he searches for your store on Google
* he hits your home page
* then he picks up his phone and asks about a car

61. Mission: show true attribution
We’ll still show you that his conversion session was a referral from Google…

62. Mission: show true attribution
…but we can also show AutoTrader.com’s contribution.

63. Now our data is interesting and meaningful.

64. Now our data is interesting and meaningful. at least for a while…

65. Now our data is interesting and meaningful. at least for a while…
After a few weeks, the data doesn’t change much.

66. Now our data is interesting and meaningful. at least for a while…
After a few weeks, the data doesn’t change much.
The dealer understands what is happening on the phone, but…

67. Now our data is interesting and meaningful. at least for a while…
After a few weeks, the data doesn’t change much.
The dealer understands what is happening on the phone, but…
…there’s no clear path toward improvement.

68. Now our data is interesting and meaningful. at least for a while…
After a few weeks, the data doesn’t change much.
The dealer understands what is happening on the phone, but…
…there’s no clear path toward improvement.
Our reports just fade into the noise.

69. Dealership software is good at telling us what we’re doing.

70. Dealership software is good at telling us what we’re doing.
It’s not so good at telling us how we’re doing.

71. Dealership software is good at telling us what we’re doing.
It’s not so good at telling us how we’re doing.
Today’s software was designed for task management.

72. Dealership software is good at telling us what we’re doing.
It’s not so good at telling us how we’re doing.
Today’s software was designed for task management.
There’s no feedback loop.

73. feedback loop

74. feedback loop
n.
The section of a control system that allows for
feedback and self-correction and that adjusts its
operation according to differences between the
actual output and the desired output.

75. Mission: create positive change
Helper: Thomas Goetz
Goetz is an author and expert on feedback loops.

76. Mission: create positive change
Helper: Thomas Goetz
Goetz is an author and expert on feedback loops.
Feedback loops are powerful tools that can help people
change behavior and encourage good habits.

77. Mission: create positive change
Helper: Thomas Goetz
Goetz is an author and expert on feedback loops.
Feedback loops are powerful tools that can help people
change behavior and encourage good habits.
Progress becomes the reward.

78. Mission: create positive change
Helper: Thomas Goetz
A bathroom scale is a simple example of an effective
feedback loop.
You work out and mind your diet. Then the scale
provides an immediate and clear indicator of whether or
not you’re on the right track.
You’re motivated to keep the numbers moving in the
right direction.

79. Mission: create positive change
Helper: Thomas Goetz
Four stages of an effective feedback loop

80. Mission: create positive change
Helper: Thomas Goetz
Four stages of an effective feedback loop
Evidence: data must be collected and measured

81. Mission: create positive change
Helper: Thomas Goetz
Four stages of an effective feedback loop
Evidence: data must be collected and measured
Relevance: info must be relayed in a meaningful context

82. Mission: create positive change
Helper: Thomas Goetz
Four stages of an effective feedback loop
Evidence: data must be collected and measured
Relevance: info must be relayed in a meaningful context
Consequence: illuminate the path ahead

83. Mission: create positive change
Helper: Thomas Goetz
Four stages of an effective feedback loop
Evidence: data must be collected and measured
Relevance: info must be relayed in a meaningful context
Consequence: illuminate the path ahead
Action: recalibrate a behavior, make a choice, act

84. Mission: create positive change
Helper: Thomas Goetz
You sought an appointment on 62% of your inventory calls

85. Mission: create positive change
Helper: Thomas Goetz
You sought an appointment on 62% of your inventory calls
your previous average: 54% 8%
competitor average: 67% 5%

86. meaningful data will lead to measurable improvements

87. meaningful data will lead to measurable improvements
That sounds like something Dilbert’s boss would say.

88. meaningful data will lead to measurable improvements
That sounds like something Dilbert’s boss would say.
The comparisons make the data meaningful, but we need to
ensure that our feedback is (1) engaging and (2) provides a
clear path to improvement.

89. You sought an appointment on 62% of your inventory calls
your previous average: 54% 8%
competitor average: 67% 5%
71% of your inventory callers received a return outbound call
your previous average: 70% 1%
competitor average: 56% 15%

90. You sought an appointment on 62% of your inventory calls
your previous average: 54% 8%
competitor average: 67% 5%
71% of your inventory callers received a return outbound call
your previous average: 70% 1%
competitor average: 56% 15%
How can we ensure this data actually affects change?

91. Neuroscientists are freaking out because there’s a product
that has completely mastered the art of feedback loops.

92. Neuroscientists are freaking out because there’s a product
that has completely mastered the art of feedback loops.

93. Video games insert players at
their achievable challenge
level and reward player effort
and practice with
acknowledgement of
incremental goal progress, not
just final product.
Dr. Judy Willis, Psychology Today

94. Video game developers have
been very deliberate about
designing feedback loops to
get players hooked.

95. Mission: reward the brain
Helper: Tom Chatfield

96. Mission: reward the brain
Helper: Tom Chatfield
Chatfield is a tech commentator who focuses on gaming.

97. Mission: reward the brain
Helper: Tom Chatfield
Chatfield is a tech commentator who focuses on gaming.
He has studied the science behind video games to figure
out why they’re so effective at engaging the players’
brains and motivating people toward particular behaviors.

98. Mission: reward the brain
Helper: Tom Chatfield
Chatfield is a tech commentator who focuses on gaming.
He has studied the science behind video games to figure
out why they’re so effective at engaging the players’
brains and motivating people toward particular behaviors.
Here are his tips for developers:

99. Mission: reward the brain
Helper: Tom Chatfield
1. multiple long-term and short-term aims
Break things down into many parallel tasks. Create a
whole spectrum of objectives that help people take
ownership of their progress. Make sure they feel they are
progressing and succeeding – as well as targeting a
particular set of skills.

100. Mission: reward the brain
Helper: Tom Chatfield
2. reward the effort
Don’t punish failure. Instead, reward and reinforce, and
make everything count toward a clear measure of
progress. Video games have figured out how to transform
the sense that someone has failed into the sense that
they haven’t succeeded yet.

101. Mission: reward the brain
Helper: Tom Chatfield
3. feedback that is rapid, clear, and frequent
People learn when they see a clear link between
consequence and action. You need to experience exactly
how an action plays out, what it caused, and whether
your attempt succeeded.

102. Mission: reward the brain
Helper: Tom Chatfield
4. uncertainty
Dopamine levels in your brain become elevated when
you get a little prize for doing something, but what really
lights up the chart is an unexpected reward.
The right amount of well-calibrated uncertainty can create
intense engagement in all manner of tasks.

103. Mission: reward the brain
Helper: Tom Chatfield
5. other people
If games should remind us of one crucial aspect of our
evolutionary nature more than any other, it’s that we’re
not merely seeking money or personal achievement
points. We’re not just solitary individuals slumped in front
of the screen. At our most base level, we’re craving the
intense validation of doing something in comparison and
collaboration with others.

104. 1. incremental

105. 1. incremental
2. rewarding

106. 1. incremental
2. rewarding
3. loaded with feedback

107. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards

108. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick

109. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
remember this?

110. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
The Nike+ Fuel Band program hits all five points.

111. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
They’re using gaming mechanics…

112. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
…to motivate people to form highly-desired habits.

113. Nike+ Fuel Band

114. There are a lot of apps using carefully constructed gaming mechanics.

115. There are a lot of apps using carefully constructed gaming mechanics.

116. There are a lot of apps using carefully constructed gaming mechanics.

117. There are a lot of apps using carefully constructed gaming mechanics.

118. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick

119. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
It’s clear that video game elements can be successfully applied elsewhere...

120. 1. incremental
2. rewarding
3. loaded with feedback
4. filled with unpredictable rewards
5. a social measuring stick
It’s clear that video game elements can be successfully applied elsewhere...
…but we’re still talking about dealership software, right?!?

121. Consider the software that dealers use today.

122. Consider the software that dealers use today.
It’s built for managers.

123. Consider the software that dealers use today.
It’s built for managers.
There’s a trade-off for Dewey and the rest of the busy sales team.
They load and manage an endless stream of data, which produces a
helpful to-do list to guide their days. The managers, in turn, end up
with good data for decision making and running the dealership.

124. Consider the software that dealers use today.
It’s built for managers.
There’s a trade-off for Dewey and the rest of the busy sales team.
They load and manage an endless stream of data, which produces a
helpful to-do list to guide their days. The managers, in turn, end up
with good data for decision making and running the dealership.
Ha!

125. I’ve never heard a sales guy say, “I like using a phone code for
dialing outbound phone calls because I know it’s ultimately
going to help me manage my tasks more effectively.”

126. I’ve never heard a sales guy say, “I like using a phone code for
dialing outbound phone calls because I know it’s ultimately
going to help me manage my tasks more effectively.”
I certainly wouldn’t say that.
Instead we get a stalemate between exasperated managers
and an annoyed sales team. We’re going to fix this.

127. We’re creating a game for dealers.

128. Managers will still get all of the reporting data they care about.

129. Managers will still get all of the reporting data they care about.
The game is responsible for producing the green arrows on those reports.

130. Managers will still get all of the reporting data they care about.
The game is responsible for producing the green arrows on those reports.
71% of your inventory callers received a return outbound call
your previous average: 70% 1%
competitor average: 56% 15%
We want lots of these!

131. The purpose of the game is to reinforce desired habits through a
carefully constructed feedback loop.

132. The purpose of the game is to reinforce desired habits through a
carefully constructed feedback loop.
There’s no “playing” involved. We’ll take care of collecting, tagging,
and entering all of the data. The sales team members just track
their performances.

133. The purpose of the game is to reinforce desired habits through a
carefully constructed feedback loop.
There’s no “playing” involved. We’ll take care of collecting, tagging,
and entering all of the data. The sales team members just track
their performances.
We’ve worked with dealers for a long time, and we’re confident
that this is one of the first things the guys will check every day.

134. presenting:

136. Car Wars creates competition around two critical activities:

137. Car Wars creates competition around two critical activities:
1. working the phones

138. Car Wars creates competition around two critical activities:
1. working the phones
2. creating great inventory listings

139. Mission: improve phone skills
Helper: Tom Gage

140. Mission: improve phone skills
Helper: Tom Gage
“Every dealers wants to improve his bottom line. The
quickest way to do this is by getting better on the phone.”

141. Mission: improve phone skills
Helper: Tom Gage
There are lots of expensive training options available for
dealers, and many stores conduct regular coaching
sessions for their teams.

142. Mission: improve phone skills
Helper: Tom Gage
There are lots of expensive training options available for
dealers, and many stores conduct regular coaching
sessions for their teams.
This training doesn’t stick. Sales guys haven’t formed the
right habits.

143. Mission: improve phone skills
Helper: Tom Gage
There are lots of expensive training options available for
dealers, and many stores conduct regular coaching
sessions for their teams.
This training doesn’t stick. Sales guys haven’t formed the
right habits.
Issue: noisy data and a broken feedback loop

144. Mission: improve phone skills
Helper: Tom Gage
Car Wars identifies the inbound and outbound phone
calls where there was an opportunity to sell a car.

145. Mission: improve phone skills
Helper: Tom Gage
Car Wars identifies the inbound and outbound phone
calls where there was an opportunity to sell a car.
Those calls are then compiled and scored so the
individual agents can gauge how they’re performing.

146. Mission: improve phone skills
Helper: Tom Gage
Car Wars identifies the inbound and outbound phone
calls where there was an opportunity to sell a car.
Those calls are then compiled and scored so the
individual agents can gauge how they’re performing. *
we’ll talk about how this works in a sec

147. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.

148. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.
* Are they quickly connecting with the customer?

149. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.
* Are they quickly connecting with the customer?
* Are they courteous and knowledgeable?

150. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.
* Are they quickly connecting with the customer?
* Are they courteous and knowledgeable?
* Are they seeking appointments?

151. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.
* Are they quickly connecting with the customer?
* Are they courteous and knowledgeable?
* Are they seeking appointments?
* Are they following up with their prospects?

152. Mission: improve phone skills
Helper: Tom Gage
Car Wars is a competition that gives the sales team
constant feedback on how well they’re performing on the
phone.
* Are they quickly connecting with the customer?
* Are they courteous and knowledgeable?
* Are they seeking appointments?
* Are they following up with their prospects?
* Are they aggressively pursuing in-market shoppers?

153. Okay, so my guys are going to compete with each other on the phone. Got it.

154. Okay, so my guys are going to compete with each other on the phone. Got it.
not quite…

155. Mission: get pushed by competition
Helper: Michael Phelps

156. Mission: get pushed by competition
Helper: Michael Phelps
Do you remember when Michael Phelps pursued a record
8 gold medals in the 2008 Olympics?

157. Mission: get pushed by competition
Helper: Michael Phelps
Do you remember when Michael Phelps pursued a record
8 gold medals in the 2008 Olympics?
The individual races were fun to watch, but the relay races
were truly fascinating. As expected, his teammates
stepped up and gave their best efforts.

158. Mission: get pushed by competition
Helper: Michael Phelps
Do you remember when Michael Phelps pursued a record
8 gold medals in the 2008 Olympics?
The individual races were fun to watch, but the relay races
were truly fascinating. As expected, his teammates
stepped up and gave their best efforts.
Was it the fear of being a weak link?

159. Mission: get pushed by competition
Helper: Michael Phelps
Do you remember when Michael Phelps pursued a record
8 gold medals in the 2008 Olympics?
The individual races were fun to watch, but the relay races
were truly fascinating. As expected, his teammates
stepped up and gave their best efforts.
Was it the fear of being a weak link? Probably a little bit…

160. Mission: get pushed by competition
Helper: Michael Phelps
…but his teammates weren’t the only ones to push
themselves to a higher level.

161. Mission: get pushed by competition
Helper: Michael Phelps
…but his teammates weren’t the only ones to push
themselves to a higher level.
Phelps also swam his best times in the relay races.

162. Mission: get pushed by competition
Helper: Michael Phelps
…but his teammates weren’t the only ones to push
themselves to a higher level.
Phelps also swam his best times in the relay races.
Analysts went back and examined this phenomenon more
broadly. Swimmers regularly out-perform their personal
benchmarks when competing as a team.

163. Mission: get pushed by competition
Helper: Michael Phelps
In Car Wars, sales teams will be competing against other
dealerships.

164. Mission: get pushed by competition
Helper: Michael Phelps
In Car Wars, sales teams will be competing against other
dealerships.
Each week the team will be pitted against a new store. In
real time, they’ll see which team is converting the highest
percentage of appointment opportunities and performing
the best on the phone.

165. Car dealers are passionate about their jobs.

166. Car dealers are passionate about their jobs.

167. Car dealers are passionate about their jobs.
Car dealers love to compete.

168. Car dealers are passionate about their jobs.
Car dealers love to compete.
At dealer group meetings, the
most electric moment always
comes when the results are
announced for the intra-group
sales competitions.

169. These guys will be psyched about challenging other dealerships every week.

170. Car Wars creates competition around two critical activities:
1. working the phones
2. creating great inventory listings

171. Car Wars creates competition around two critical activities
1. working the phones
2. creating great inventory listings
how is this related?

172. Now that we’re tracking prospects through the full shopping
cycle, we can show the store a simple metric to evaluate
inventory performance.

173. Now that we’re tracking prospects through the full shopping
cycle, we can show the store a simple metric to evaluate
inventory performance.
>> When visitors see your inventory, do they take action at
a higher or lower rate than your competitors?

174. >> When visitors see your inventory, do they take action at
a higher or lower rate than your competitors?

175. > dealer’s website
> mobile website
> AutoTrader.com
> KBB.com
> Edmunds.com
>> When visitors see your inventory, do they take action at
a higher or lower rate than your competitors?

176. > dealer’s website
> mobile website
> AutoTrader.com
> KBB.com
> Edmunds.com
>> When visitors see your inventory, do they take action at
a higher or lower rate than your competitors?
You’ve already paid to put your listing in front of this prospect.

177. > dealer’s website
> mobile website
> AutoTrader.com
> KBB.com
> Edmunds.com
>> When visitors see your inventory, do they take action at
a higher or lower rate than your competitors?
You’ve already paid to put your listing in front of this prospect.
Now you just need her to pick up the phone.

178. Mission: create better inventory listings
Helper: Dale Pollak

179. Mission: create better inventory listings
Helper: Dale Pollak
In his book, Velocity 2.0, Pollak addresses the importance
of using data analysis to improve online car listings.

180. Mission: create better inventory listings
Helper: Dale Pollak
In his book, Velocity 2.0, Pollak addresses the importance
of using data analysis to improve online car listings.
A lower conversion rate “suggests a problem with the pixel
bait…Is there a photo? Does it look good? Is the price
correct? Is the description fresh and snappy?”

181. Mission: create better inventory listings
Helper: Dale Pollak
In his book, Velocity 2.0, Pollak addresses the importance
of using data analysis to improve online car listings.
A lower conversion rate “suggests a problem with the pixel
bait…Is there a photo? Does it look good? Is the price
correct? Is the description fresh and snappy?”
all of those elements can be controlled for free!

182. Mission: create better inventory listings
Helper: Dale Pollak
In his book, Velocity 2.0, Pollak addresses the importance
of using data analysis to improve online car listings.
A lower conversion rate “suggests a problem with the pixel
bait…Is there a photo? Does it look good? Is the price
correct? Is the description fresh and snappy?”
all of those elements can be controlled for free!
an attentive and motivated sales team will produce
more leads from the same inventory

183. Mission: create better inventory listings
Helper: Dale Pollak
Car Wars competitors will earn points by creating
inventory listings that attract a high number of phone calls.

184. how it works

185. how it works
* All inbound and outbound phone calls get tracked and recorded.

186. how it works
* All inbound and outbound phone calls get tracked and recorded.
* Inventory views are tracked on the dealer’s website and across outside
sites like AutoTrader.com.

187. how it works
* All inbound and outbound phone calls get tracked and recorded.
* Inventory views are tracked on the dealer’s website and across outside
sites like AutoTrader.com.
* Trained personnel will filter phone calls to identify sales opportunities.

188. how it works
* All inbound and outbound phone calls get tracked and recorded.
* Inventory views are tracked on the dealer’s website and across outside
sites like AutoTrader.com.
* Trained personnel will filter phone calls to identify sales opportunities.
* Qualified calls get transcribed by a human.

189. how it works
* All inbound and outbound phone calls get tracked and recorded.
* Inventory views are tracked on the dealer’s website and across outside
sites like AutoTrader.com.
* Trained personnel will filter phone calls to identify sales opportunities.
* Qualified calls get transcribed by a human.
* Qualified calls then get analyzed by a trained analyst who scores the agent.

190. how it works
* All inbound and outbound phone calls get tracked and recorded.
* Inventory views are tracked on the dealer’s website and across outside
sites like AutoTrader.com.
* Trained personnel will filter phone calls to identify sales opportunities.
* Qualified calls get transcribed by a human.
* Qualified calls then get analyzed by a trained analyst who scores the agent.
* Selected calls receive a full coaching session with personalized notes.

191. what we learn from this information

192. what we learn from this information
* number of inventory phone calls generated

193. what we learn from this information
* number of inventory phone calls generated
* true attribution to understand which sources drive the best leads

194. what we learn from this information
* number of inventory phone calls generated
* true attribution to understand which sources drive the best leads
* agent phone performance

195. what we learn from this information
* number of inventory phone calls generated
* true attribution to understand which sources drive the best leads
* agent phone performance
* agent follow-up performance

196. what we learn from this information
* number of inventory phone calls generated
* true attribution to understand which sources drive the best leads
* agent phone performance
* agent follow-up performance
* dealership performance relative to competitors

197. what we learn from this information
* number of inventory phone calls generated
* true attribution to understand which sources drive the best leads
* agent phone performance
* agent follow-up performance
* dealership performance relative to competitors
This is the most important slide!

198. examples of how points are accumulated

199. examples of how points are accumulated
* agent steers a conversation toward an appointment

200. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call

201. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call
* inventory view generates a phone call

202. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call
* inventory view generates a phone call
* agent pursues a back-in-market shopper

203. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call
* inventory view generates a phone call
* agent pursues a back-in-market shopper
* random bonuses for high scores on coached calls

204. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call
* inventory view generates a phone call
* agent pursues a back-in-market shopper
* random bonuses for high scores on coached calls
* random bonuses for quick pick-ups and effective call handling

205. examples of how points are accumulated
* agent steers a conversation toward an appointment
* qualified prospect receives a successful outbound call
* inventory view generates a phone call
* agent pursues a back-in-market shopper
* random bonuses for high scores on coached calls
* random bonuses for quick pick-ups and effective call handling
* random bonuses for reviewing team members’ coached calls

206. Every time Dewey picks up his phone, he’ll be thinking about earning a point.

207. Every time Dewey posts a car, he’ll be thinking about earning a point.

208. how the sales team “plays”

209. how the sales team “plays”
* No special attention or data entry is required.

210. how the sales team “plays”
* No special attention or data entry is required.
* All of the filtering, tagging, identifying, and scoring takes place on our side.

211. how the sales team “plays”
* No special attention or data entry is required.
* All of the filtering, tagging, identifying, and scoring takes place on our side.
* Check carwars.com or our mobile app for real-time results and scoreboard.

212. how the sales team “plays”
* No special attention or data entry is required.
* All of the filtering, tagging, identifying, and scoring takes place on our side.
* Check carwars.com or our mobile app for real-time results and scoreboard.
* All coached calls are available for the team and managers to review.

213. how the sales team “plays”
* No special attention or data entry is required.
* All of the filtering, tagging, identifying, and scoring takes place on our side.
* Check carwars.com or our mobile app for real-time results and scoreboard.
* All coached calls are available for the team and managers to review.
* Weekly results and performance data gets emailed automatically.

214. CRM integration

215. CRM integration
* As a call tracking product, Car Wars fully integrates with dealer CRMs.

216. CRM integration
* As a call tracking product, Car Wars fully integrates with dealer CRMs.
* Advanced integration is available for eLead, DealerSocket, and VIN Solutions.

217. Hang on, we blew past a term that can mean a lot of different things:

218. Hang on, we blew past a term that can mean a lot of different things:
back-in-market shopper

219. Hang on, we blew past a term that can mean a lot of different things:
back-in-market shopper
Let’s define this.

220. from our earlier example:

221. from our earlier example:
This prospect came in as an inbound prospect. The team worked the lead,
but the shopper was still in the early stages and not ready for the next step.

222. from our earlier example:
This prospect came in as an inbound prospect. The team worked the lead,
but the shopper was still in the early stages and not ready for the next step.
Five weeks later the prospect starts looking at online inventory again.

223. from our earlier example:
This prospect came in as an inbound prospect. The team worked the lead,
but the shopper was still in the early stages and not ready for the next step.
Five weeks later the prospect starts looking at online inventory again.
Car Wars will insert an outbound call task into the dealer’s CRM.

224. from our earlier example:
This prospect came in as an inbound prospect. The team worked the lead,
but the shopper was still in the early stages and not ready for the next step.
Five weeks later the prospect starts looking at online inventory again.
Car Wars will insert an outbound call task into the dealer’s CRM.
This is an opportunity for bonus points, so the team will jump on it quickly.

225. Back-in-market shopper

226. Back-in-market shopper
These are hot prospects that will no longer be invisible to dealers.

227. costs

228. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.

229. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars

230. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges

231. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges
* unlimited inbound and outbound minutes with call recording

232. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges
* unlimited inbound and outbound minutes with call recording
* unlimited call tracking lines

233. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges
* unlimited inbound and outbound minutes with call recording
* unlimited call tracking lines
* website tracking + inventory tracking on outside sites like AutoTrader.com

234. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges
* unlimited inbound and outbound minutes with call recording
* unlimited call tracking lines
* website tracking + inventory tracking on outside sites like AutoTrader.com
* all calls filtered and categorized

235. costs
Car Wars is much, much more than a typical call tracking and call review
solution, but that’s the budget line item we’ll be targeting.
$x per month for a dealership to join Car Wars
* monthly renewal with no long term commitment or start up charges
* unlimited inbound and outbound minutes with call recording
* unlimited call tracking lines
* website tracking + inventory tracking on outside sites like AutoTrader.com
* all calls filtered and categorized
* coached calls with personalized feedback for training

237. Let the Games Begin
May 2012