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thank you very much for joining us for two days when i seven produce at ec
seventy or six *** prospects
an eliana as i said before and india moderated stay and stay seminars being
presented by dealer on and for anyone who hasn't
ever heard about dealer well
were an award-winning website development company and digital agency
and the best known for our leadership in three and areas
sixteen to have to stay tuned
best-in-class customer service
and are award-winning website absences
in fact you are on his name to the top rated website provided bike driving
sales for two thousand levin and dealer on customers were winners at the spring
two thousand twelve
digital dealer website excellence awards and that was really interesting because
those awards were given solely based on website conversion optimization
now cannot still committed
conversion optimization and customer service and de la torre company in the
industry offer a
each guarantee program
uh... yeah you hurt me hi static at site i-seventy guarantee program if you want
to know more about that
and us
check us out dealer on it dot com
some pretty never heard about lee guarantee program for now
we do have a great sound surf here today
and once he gets f up an online and sinuses st
have jeff clark is the executive vice president of business development
curricular on he has over seventeen years strong sales and revenue growth
experience and jeff knows what it takes for context see previously
jets composition dealer dot com is online digital marketing arena as our
national director at search engine marketing and since then he's been
instrumental india rounding
mean into magazines
two thousand eleven mr five thousand fastest-growing private companies and as
the importance of the internet has grown over the past decade jeff has become an
expertise area online digital marketing including all aspects of managing an
online digital presents
jeff clark is an active public speaker in high demand
and it can be found a numerous automotive networking sites now during
presentation to have any questions
he sees the question feature which divided and i think you all issue for
writing intake it's located on the corner of your screen and see if they
cannot come directly to me
and at the end of the president's actions bills questions time *** for
anybody to your question
hi don't who can respond breaking out see you later today also don't forget
a link to download a copy absurdities that not recording is gonna be email
later today for your reference
lisa please share with friends and colleagues
if you feel like getting even more interactive with us join us as we treat
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and ask questions through face ***
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what does your dealership do
to increased six cops concepts
so do you cannot comprising discounts t_-bill data service website to ask for
referrals tds social media
have some others
secrets wrapping up your sleeve that you can share was all of us please go to
so faced dot com slash still around
tell us what you got going on here dealership and i hope you get involved
yes your participation makes for u_s_ sound out during the show so i'm very
excited for this webinar
and staff that looks like we're ready to rock
it looked like we are
well good afternoon everyone again my personal and professional apologies for
the technical difficulties
look like a kid being one of the truck load of a car all this morning
so uh... pastry chef what kind of hanging in there and thanks for uh...
thanks for spending the uh... them
the better part of the early afternoon with the morning it'll part of the unit
defiance
and i'm very very exciting and so glad you're online right now
dot but
mines anyway let's get started and now and make good use of everyone's time
this morning
transactions
to devil your face off profits and i have to say if this is a very very hefty
claim w profits
pets allowed
it's absolutely a lot but uh... as you can be as we go through arbitrage
inpatient a lot of using
artemis basically no but we have an industry have not done a good job and i
mean industry
from the technical side of really enabling dealers to you live to tools
that allow them to level the playing field
but at the national franchise planted a lot of what i'm gonna show you today
really needed you can immediately start to make a difference in sort of open
your mind
to what is available and what can be done outside the traditional marketing
mediums that can really help drive consumers and make them aware a bit
value searched part of the dealership
so we've covered this part again happy people
portion folks so here's what we're gonna learn today rb important industry
information that everyone needs to know
what your total customers are actually seeing online everyone knows
bath majority of consumers nine out ten actually start research online
part of a walking into a dealership
this is more political as it relates to
fails but very much so had painting even more so uncertain aside
so we're going to convert
seven proven online strategies that can actually w fixed operations profit
that and hopefully all with the twenty-five minute delay that we had we
still have time for two and a fashion
so let's get started
weston starts
a day
epic operations side of our industry counts for two hundred and eighty seven
billion dollars up which dealers capture roughly a third of that
here's what most alarming to me dealer profit versus website content like is
long with this picture
now thirty eight eighty eight estate state parts and service accounts for
fifty three percent a bit dealerships profit
acting that be true a lot of people that actually net
being dot true and i keep some dealerships
that number of people higher in some cases closed
seventy percent
of their properties being generated from pick stocks however
as i mentioned at the top of the conversation we had industry
as website providers and technologist had not done a good job of keeping
betwen she'll need
often times if you look at the average website less whom three percent of your
website it dedicated to parks service contact less than three percent
it's it's mindboggling we're so focused sally's that often times we failed to
put the proper contact injuries to really educate consumers about the bell
you
servicing their vehicle with the dealership
and doing this is our competition
it's the pathways but if you move to the minute the mighty
here's the mystery prior to the local shade tree mechanic
is you can see represented here in the in the middle of this
image
it dealers
this is not
the french at car dealership world today very very small portion
any pic botha that's not true because every time a turnaround i serve space
repair
if you look at the industry if you look at those service dollars we are actually
the minority here
we really need to sort of level that playing it
wanted to show you here and it's going to be too late night polytechnic dept
i don't know how do you make it
seemed secure gained national brady campaign
by passports
anna and i hope i will do well in this industry because i'm not sure what the
sweat argos public in the folks at at boise that they will be very happy with
the basic stuff
scheduled commercial so how could they not be happy to see it
exactly but i'm sharing it with people that will play mccain displeasure with
it but i uh... would
cell i'm gonna watch it over the plate again over eleven are intermediate going
to be looked at the lake some of you making that you may have not
when we ford is over and the deck over you'll be at the plate it's self
and really what you do it that he had two matches ditches
really praying like consumer perception
the dealership world and about the work she stepped to the vehicle
although dissects packet
cap
cut
ellipsis
distributed
steam coming out of your gears right now i have the chain reaction when i saw
this
on i heard it
it kept does everything we discuss is for last
it appeals to that consumer
did have the misconception the dealerships are too expensive too
difficult and often times
and consumers terms trustworthy enough to take their vehicles to it
they feel when the warranty expired that they need to go to the outside and
that's just not true
aboitiz as an example of only one of the national brands that are launching these
regional and national campaign to convince consumers
it would not part of its thirty six thousand and one mile fifty thousand
one-mile whatever your particular manufacture protection it's pork
it make sense to abandon the dealership that's just not true
one of the important things i want to stress here
is looking at click through rates buying search engine ranking position
the top three positions
commands
sixty percent
uh... every page
in terms of consumer squeaking through the gate t_v_ sixty percent of those in
the top three positions right
if you're not ten or above
according to google
consumers have less than eighty percent chance of finding it
and here's a prime example we did a search for break service minneapolis and
you could you just ruin your market
count on the fact that consumers are going to use a make model or trend to
identify the service they need
things like ray prepare things like transmission service tent-like
all oil changes are batteries oftentimes atkins who will not identified a plant
that would mean sauce
sort of handicapper hancock if you will
to be able to show our dealerships services
you can look here on the church minneapolis with i would consider to be
a larger market
we didn't find it consumer
disability or link that with the ability to find a precise dealer until we were
acting talent here right
and two we were at page five
at less than two percent of consumers ever come off page what what are the
real chance of someone's gonna keep digging to find you
it got a lot about you were going to wrap your out to you
the average consumer doesn't know you debating minneapolis market miami
california elite dallas where maybe shop is but he
so i encourage you to do the searches and see where you said
here's other examples
uh... like local service for breaks new dealers above the fold seeping through
good will change the same thing through
with a car battery replacements
these are the basic service
s it consumers can't fighters for the basic services but the chances they're
going to be able to find us for the more detailed service
search engine ranking positions verses the national brand
guide it's no mystery to me
for the past decade these natural franchise rayan
how strong marketing department and millions of dollars in ad budgets
and very very bright people running their strategic operations
to make sure that they're dominating the search engines
firestone controls may be five percent of every searching chandrakant page that
exist on the web today
fifty five percent to people
sixty five percent hapless minus solar so poor
as you can clearly see the franchise argue with your captures latham five
percent of that business
less than five percent
what are the chances that your dealership is gonna show up for those
basic services without a big model trim search
so i don't buy that consumer that you provide the services
the national brands verses the average dealership website when you look at a
national brand national rail did you multiple categories hires maintenance
repairs and offers
you've got higher configuration
you've got the benefits actually showing consumer paid by three tires
get one freak
something out of the national brands do anything hopper real infinite ok departs
will get ideas and options as you can clearly see here
get out two hundred dollars when you purchase four bridgestone tyres
dealerships don't oftentimes brand that pipe contacted put up at a disadvantage
so what can you do the dealer
you can build a standalone service like i'm sure some of you were sitting there
saying we'll wait a minute chapel i have factory site
i at secondary fight now you're telling me that i need to build a stand-alone
surfaced
salute with
in here's the reason
when you look at the average website today again less than three percent of
excited dedicated to fixed operations contact
so do we did
new car sales used car sales
happened i specials all the other stop service oftentimes gets lost there's
very little contact there
suburb you may have manufactures that prohibit you having a packing their
insight
some of you may be in a position to take a quick stop at the budget i can't do
that you know in a perfect world absolutely bogus table outside that
would be the goal however there are things that you can do to look at the
current site that you have today
but if you noticed it's like you're guilty anything about parsons this is
one hundred-percent serta
subject
if you notice for breaking the dealership
you've got scheduler at the top
eight hundred numbers
way making battery charger for one twenty
six twenty four because a lot of people in washington d_c_ don't ride their nine
eleven pt
uh... during summertime arabs are during the winter time here
it brought and he also most prominent armpit only are we here i thought the
bottom of the page there
high-level sacrifices special
coupons and special
but one thing that consumers absolutely love
geo who will set
it will says that the number one search
term with anything service related
is the word
menacing
yesterday's we don't know
consumers to have a service related searches at anything beyond just
the search it's the work you pop
secondary to that is the word discount consumers
wild a discount bailout
some sort of in the senate
eliana i'd be interested ask the audience
how many folks
having an automated scheduler
at really what the poll the people that are on line with us we were patient
enough to hang through the uh... technical difficulties with us
army people listening in today
actually have it automated scheduler
on their service department multiplexing
hearsay fuchs
please let let us know what's happening in your dealership we greatly appreciate
the feedback so on your screen it says to us into this apparently have and
online service cancer please select one of the following options gas or now and
once again majority of the votes and we dwell close to call
gone
and we did that we have a lot of people come on if the estimate because it
and you're gonna tell me
having that online service scheduler is straight for customer service training
it's just huge per customer service and have a lot of great companies out there
to do that
you've got time height weight you've got eckstein you've got a lot of other
solutions that provide this technology
this is something that
so grateful like your consumer much easier we hear it
we're community we all are a industry up immediately
we what things yesterday
were all the patient people alright boat we all want things
dot now
nothing is more disturbing to a consumer
especially what we do focus groups that the caller dealership can be put to a
gatekeeper to only get to the serbs department i have to be put on a whole
pick up with an update on comedy and i know that's very rare today and it
continues to minimize at technology advances
such a simple thing to do it's extremely important we really want to take
advantage
of the sky killers because it's just going to continue to drive
our level of service service commitment in that happiness for consumers we have
a very sorry for kravis center seventy four percent bartender
do you have an online service scheduler
and the remaining twenty six percent well not quite yet
okay will be twenty six percent that were out of did not pay that
take the fifth the call to action look into it if you don't have a your budget
find it because it will certainly pay dividends to you
one of the other components it's very very important again i'd go back
sales is a video for maintenance so that you would have been and where they are
today
to really look at what's provides video content for their new or used to be able
to specially used vehicles
video is so important
i would believe that most of our audience knows but i'd be i'd be really
interested could share this with you
uh... and i don't know how many of you know this bug what happens own you too
they acquire due to personal reasons but one of which being
due to quit the packet most busy day
search engine
n the world
people long video they love video themselves their friends funny banks
she cat stupid things you name it bailout that may want to share
what are the most important thing that we can do in the franchise dealership
world is to create
videos explain maintenance topics
lot of people don't understand what it means when the brakes
start policy etc i know what it means when they start here on prime
some people don't even know what it means to actually periodically take a
look at their tire tread
how do you told your tires are wary
what type of periodic maintenance should you look at what does it mean that you
know what kinds of things can you do
to to continue to care for your vehicle
this video content can be huge a lot of great suppliers of its content one of
which we really happened elected to public cultivating works media
they do great job they've got a series of video summer very brave specific
so if it's important to you to really show this meeting content specific to
your brayan
they provide this video content it to keeping that have on your lap
site one of the other things are really encourage people to do has worked very
big to get customer testimonials about the buying process
we're not always is keen to do it on the surface site and again i would argue
services such a key component
apostle is happy with their service
and are happy with their services by through the probability of them buying
that dealership in being a repeat buyer or significantly higher
so i strongly encourage the use of video video content
increase your service photo ops
most of you do this as i'm sure arm we continue to see an increase in this
picture you provide eight hundred numbers for the serbs apartment
it never ceases to amaze me again the customers will pick the first phone
number on a website or call if they're looking for sales and the connecting
with service
but still agree industry we need to provide these eight hundred numbers
right
so large obvious in your faith dynamically tractable a hundred numbers
need to be problem
latch at
uh...
personally i've got a chap person since however
and making the result used
i myself had engaged with the again it's not my preference i'd like to light
always
however
it's amazing the number of people getting each chat
alive you probably see it on
hillside the same thing is very true and service related site only how would you
use a bite radicals on the surface i'm not surprised acids
jessie's life sadistic a week
a half ago and i was looking on the stress and asking about something that
question about it use live chat
got my question answer made my purchase it was really bad i so i'm a big and it
wasn't the first time i use live chat
***-up marxism it works on me
and did you go out with that
axles
so you you all heard we talked earlier about video increases search engine book
right to build consumer trough
forget those of you that followed the delay those of you did tell continued to
educate yourself on the other somewhere will
wage if you can do what stories feed akio which takes video search engine
optimization you can't optimize videos
global loves
video
bailout human generated contact
again take the time if you have an ad agency that specializes in video
or if you just hear do-it-yourselfers go out to yourself flip cam
there's basic free software outline that you can use to at your video content
work with your website provider work with technology provider to gifted stop
on your website again
consumers early
buy t_-shirts weeks humans related by teacher we don't like to read
that we can put on a bot and watch a video we would much prefer to do that
first had relocate caricature
so videos really kate
you heard me talk about this earlier
consumers love special state-level offers that look you pop
you want to make sure that you have customizable specials right have many of
the change the market
and make sure police please make sure they're up to date
nothing makes me crazier than the total website he expired specials rights
expired combat
if you're working with the website provider council internally other when
they're done
or more
or develop their etc
a standard everyday cuba
to one of the other
you can make it a great google analytics right you can actually install
oxo if you can track
the credibility of the skin products
consumers loved them
my wife god love her she's not on this call so i can say this
sees creepy about that that they have to be on cuba
testing told twenty percent off picture five dollars
eliana i have for corporation out manual with its
heist and this
if if i tell you this this little secret maybe it won't be so bad because coupons
even though they have an x_-ray cindy
baxter you can take one that has five inmates on himself
well help me out
and german retailer purple heart by both for the navy certainly shut me down
now that's very interesting
everyone's looking for a good deal of course i think i'll look for could
primary discount or special christ
dot that's what they want to kind of feel like they're getting a good deal
everybody wants something right
and the reality is when they walk in with that day if you like there
ahead of the gate
there left prone to go out in price shock you but may have a discount
enduring the ballpark
please by holding you think can be easily created
they can also be used with your direct mail company they know there's a lot of
serviced apartments that are very big one direct-mail you can use the same
coupon images to get bottoms your direct mail copy
that jake had while setup images
work with your provider put these things in place
again remember google state
that that number one search term would be needing service related outside the
circus search is the work cuba
make sure that you have these on your website
eliana friend i was recently upwards or not to speak to a a audience of
consumers detail
i do think from outside of school
one of the parents came of course you know what is your daddy do for a living
vannatter it explain to people one ideal or slightly more confused
you sell cars
itself help dealers sell costs
however
the rebounding thing that i got back was old dealership service
his to expend and i said you know that to be a fact
know that that's what i always hurt
to not be afraid
mr mrs car dealership printable serviceman service right to not be trade
to state go ahead dare to compare me
to release a report here
look at their oil change perhaps but look at passports
they look at our abstracts
they'll go on down the line
meeting consumer and also being an industry person
i will never take my car
to one of those quick www independent shops
the reason i won't do it does because the technician underneath my vehicle is
not the factory trained and certified tak
they are not
they are not clapping attack
and i'm not letting you underneath
my car
i have as my personal transportation that carries myself and my family it's
just not going to happen
even if it cost me a few dollars more about the peace of mind that i require
what i find interesting is if so many people are reluctant
share the price
of pictures
even if your service prices hired an independent repair shops here's your
prime opportunity
to justify your cost
number one we use
factory recommended materials
we only use only parts
we only have factory trained certified mechanics working on your people oakdale
by the way
we provide you are we provide you a free car wash we provide to be services
whatever you were giving value proposition
dealer
you need to be able to state that and feel good about it and not apologize
this is not a game other
the race to the bottom to see how well we can do it
if your dealership specializes in
low-priced oil changes and up
sellable product that's fantastic
but i like that all right let's tell people the story
but let's make sure they understand about working with our dealership that
we have courtesy transportation capri why wide behalf
starbucks coffee of stones and whatever else you need about your dealership we
have a play boom for your children
these are all things are critically important
uses creates unnecessary compares is sam
is progressive insurance any
have been doing it for years now him see our prices in the price of all of our
competitors and they've grown to be the number one insurance company out there
rates so
i got news for you i'd know i think that's twenty dollars for car last night
he did it for free just because it brought it's you guys in states you know
maybe estate five dollars more back to the safety so i think it's the a
no-brainer ecstatic
absolutely did heavy damage okayed it pay
we are more expensive
it is ok
it's no different than the costume and it shows up that wants to pay the base
model price beloit to drive out with an ls loaded with full leather navigation
in summer
you get what you paid for
one of the other things i think it's important in this is one example we have
several
uh... this particular slide back i didn't i_d_ installed spring but i'll be
happy to share with others later
dedicated at pages increase credibility actually recently built one of the
it gives little mini bios about
the actual
service tribe stops
where they corral for the children they have their exports team their paper are
guides you have to remember
you are humid you our people
we want the consumer being able to connect with you
the service rider the does the work of my car tonight actually become friends
i trust him
and look to him for eight bytes
seventeen plus years in the business
i don't requires like nobody's business right
however when i find it required i find a great service advisor that mood
something to me
we want to be able to put out their who's our crews are our service dentro
parts manager
who were the people that are important to you
i'm really bad sometimes with names like remember faces
however when you get that information contained in e-mail address and phone
number extension a little tidbit about
something gives you a connection point with consumer
there were quick to put down their guard
people came to buy from people they like
suma sales world it's no different than service world
slavic
i don't know how many of you have a blog
blogs are so critical to take the fifth
sets of being able to
shiite dealerships succeed in the organic rankings
for those of you that has ever gone to google done a search for your particular
vehicle
or your dealership or more brandt in your market look at the number of search
results that are rendered back
oftentimes i keep hundreds of thousands even upon millions of pages
how does google differentiate you
over someone else
google doesn't know you
right they don't hang out if you don't play golf together
so how do they figure out whether or not you were the better result for the
consumer well there's a lot of different measurable ps
or tequila troubles they look at what's known as human generated contact
anchorage everyone to look at the word press law
and make sure that your telling your story
this particular dealer says
why should i choose to service with your dealership
i remember three years ago when my plan was born
i was petrified
because it had been so long to play had installed
of child safety seat
interchange
it would have been a really nice to know that i could with the backlog and look
at how to properly installed child safety seat
or streetcars right
how to get the proper tire where
how to teach
might seem to be thirteen-year-old
in a couple years
see driving practices and habits does income from the parent
butted oftentimes craig say hey i really want you to read this
the importance of not texting in dry
in it doesn't have to always be are related as you get into the holidays you
can post
highly recipes you can post a lot of depicting some people are on the program
i think you know that
i know people are i don't care about what we know what
managing what
it's not something that's going to go out tonight
however goal will be a sp
however consumers care
and for those that are active bloggers
i write wat hunted i contribute to block however i am not a blog impinges
but that doesn't mean it you should be providing the carpet
properly packing it putting out there so to be picked up
by other third-party sources
everytime that content is picked up the pushed out
syndicated for someone links to you
move up in terms of credibility in google docs
the more links that are linking to you
uh... eighty of your domain quality of your contact
video all of these things can't repeat your search engine position
this could not be more important as it relates to certs again remember
less than three percent oftentimes content that you have on your website
so if you could put service related content
if you can add sixty to eighty demand additional pages or add a separate
website
it talks about all these important categories
you were sure to continue to start to grow your patent intake ab
what firestone might is to be with the others that the controlling purcell
hugely important point
japanese all about service it's great and i hope we have some sales folks on
the line because guess what god
did is
the only way if you're ever going to sell a car and actually get paid to do
it
service department needs to be able to allow consumers the ability to keep the
inventory
if you notice we don't make a primary
but we keep it on the front page to give the consumer the opportunity to go look
at that inventory
but they have got two thousand and two apt one fifty that's pushing two hundred
thousand miles i'd love it because it's paid for
antarctic out that a couple m gains
budgets don't stop it served in the back seat
subtleties so
by reliable and you know what i'm talking about at least tactics
one of the day the clock the daddy have to buy another cuts
when you look at it you'd have to continue building
teacher inventory that you can't let it get in a way of the service
we are a service oriented business
and so much of our sales opportunities need to be able to get from the service
lane to the floor
i'm a amid creature of of study and i'd love to watch the behavior one event i
dealerships i have the pleasure as i traveled the country ninety twenty
groups and
the digital dealers in the eighty eight
i'd love to go visit dealerships in other markets it's fun for me to go meet
people and shake hands of folks that i've done business with i haven't yet
had the opportunity to meet
and when i come in one of the things i do at practice two to remove the g_m_
and the department i'd love to go back and searched park
and i'd love to watch people for just a moment to see what they don't
and they watching them closely television with sally jessy raphael
reading yesterday's paper
are they on their high powered or on the laptop
walk-in times but i find is that as people get up out of their shares with a
cup of coffee and they start to rome
the showroom floor
they start to get out on a lot make you look at that
you know that ralph's mom anger that exp fear that corvette heat or water that
gorgeous bmw m six
because they want
this is a wonderful opportunity for often to make sure that consumer meadows
what we have available
so it's perfectly okay to have this in a political issue otherwise it's just not
right because they're so we focused on the surface peace
this content this conversation is about service but remember we service vehicles
with a plaster hoping to sell
marvelous
mobile i can even begin to tell you upgrade immobile
mobile package
growing medium by far
or is pro-life
five x multiple
it's projected
idea and up twenty thirteen
mobile will come and
fifty five
perset all all searches
sixty five percent
versus twenty thirty two pdt date
without we're gonna go
threefold
over what we are today
but twenty percent appol
service traffic comes from a mobile device
you really have to ask yourself the question what is my mobile strategy
do you might have in integrated more application
with the advent of mobile action with the increase of mobile cops
i have to tell you
i'm crazy about my iphone
but what even more interesting looking at the action right generation
i have a two year and nine month old son
operated i thought about it and i guess
earmarks auriane does not excuse the jury grace erik says it may sixteen
things i still don't know how he does
he can get to studios he can get pictures he can take a picture
he knows where he's games are still working up an appointment gained he
knows ke he was going to take borrowed anybody safe
he gets it
to what i mean by that it can be acting like a raging
are just advancing at such incredible rates over what we did
when you look at technology and the availability of technology and their
knowledge and understanding
we have to get their and we have to get there quickly
doesn't have to rely generations
are going to college buying cars
their little brothers and little sisters are going to be driving sent
it's not just social media world anymore into mobile world so that they thought
the twitter that might spaces
yeltsin
all the alps all the programs dikes don't be caught off guard here
have to get with the if you're not
start to set off the alarm start happen conversation and kate you know what
we need to really talk about this
how many of you indian i've bought the poll this
because i i just have to ask eliana
how many of you actually use
you're smart phone when your boarding their plane
all right
i'd have to set that up
blood sample across
so at some point we don't have to do it now bad weather peabody and how many of
you
use your smartphone
for things like that
rival six most sad
he's are r_v_ really really big really important it's j steelers anti laurent
mississippi
actually set up eleven arts not posted yet
but if you want to examine your talent there
twelfths we are going to be doing eleven are solely dedicated to
mobile strategies right i want a heck of a secret for you to know
went away but
since little company you might have heard of of it
is all
i got some from google taxi that mobile strategies so we rented a straight and
that'll be on july twelfth so hopefully we'll see how that sir
you know eliana such a pleasure myself in the rest of the executive cucumber or
strategic partners just read spent
uh... few days at a global headquarters in mountain view
and i was just blown away
week where mobile cell
you know even being technologist and being on the
side of the industry prodding myself as being very technically proficient
i had no idea
just the advancement there being made mobile
i don't know harp on that i'd just wanna really in bad
on our listeners that mobile is such a critical critical piece of your
twenty twelve to twenty thirteen and beyond strategy how your consumers are
betting engage you
du page search campaigns for pick stocks
so many times idyllic dealerships and i
page search being done strictly by the internet fails are
and i'd hear i don't want any service related terms
and it disturbs me
because we all work for the same dealership
right we all report to the same owner
itself operates on website service operates on and off
so anchorage the service department if you don't have a cooperative
relationship
with the internet apartment sharing budget and how this works don't be
afraid to branch out into your own
however you need to be mindful of certain things
unviable sales we want to go after year make model manufacturer
in the service world we want to go after the type of service and we want to
really again focus you hurt me take this earlier ordeal or coupon are all
keep banks
remember the geography what you go after is also very very different
in the field world you can pull people depending upon your market in europe
your location
your demographics and certainly they can keep the population you have to keep
dealers
you can't pull people
fifty miles
sometimes more
i've seen the remote
in the pacific northwest they pull people from
two hours away
in terms of service you really need to keep that really gets tight you've got
ten maybe fifteen miles to the consumer spending to go to be able
he'd purser
and look at com but keywords
to not be afraid to go after jiffy lube and my tifton in g_d_p_ mikey they go
after you
there's no reason he can't go after that
sometime too many factors fred would you do it on the sale side and i can
understand that however uncertain site until they cause otherwise to me it's
open game
in terms of tracking attract ability
tractors coupon prints your redemptions and your point calls
it was interesting one of our our largest partners on server-side
we have been closely monitoring their coupon threats
the number one most
pretty coupon
was geared towards women index fifteen percent off concerts
it was a three-to-one pray over the next close
relax let me know noted compound and see it
i got i got to work toward cuba
times like this happening necessary for a minute
but again weeping appeal to your audience lookit who's bringing back the
accord researched
a fifteen percent off dedicated to a few notable roger ideal bitter
you know willtracts
quote what you want
if i've got a three-to-one reduction ratio that's why i want to go with it
one of the other things you want to be mindful of the hours of operation i
don't believe
institute exceptional
your targeted keywords really need to be cured around the hours of your service
operations now i can tell you
there are some dealerships have east coast and other markets that are open
twenty four star
most dealerships are not
i've seen him as open as early as fiction saddening event there till as
late as nine
really try to look at doing it
during your hours of operation just keep your cost under control
undersell site you want to do with any time right as we can respond to leap
seminar responders long as the cost is reasonable and low we can continue to do
it
eliana
what is it thursday
service ninety thousand
the conduct office
debated the requesting it to the intended that search
zena hahahahaha
did you guys may have a artistic
nothing baker at all and big u_s_ about that manoj
what a liar
here you go
so i ask you to services images which he gave me back
you're trying to tell me
a hotdog i didn't have to tell me how about
i ask you to serve this month
this is a simple oversight
you have to look at the level of accountability internal to the
dealership and how you're spending your money
and wonder
what was the waste here
now you might capture one out of house in people
it will see this and
you know i got a really it goes well
hondas are of high quality too i really needed when asked about the debt you
maybe two years left on my payment
very rarely wiki effort to the consumer items
it doesn't make sense
make sure you talk to your providers maitri pulling the ppc experts
have this discussion look at your budget
ask the questions
it's a very very important that you deliver the concept that consumers are
acting you walking touch your people refer to the term people inc
we want a deeply consumers to the carpet that they're asking for
so if i went out and i did a search twenty ballclub honesty
*** ideally where i would like to be threatened
but lady was charged with the service my two thousand eighteen you drive me he
repeat now lost
but they don't do other things well
they've got the eight hundred-number
you got traveled but they can get you to surface i kept the consumer that cares
to do with canada finding their way there
but it's not is i think you can see an ideal way to do things
you also want to create optimized landing pages just for your service
department again it's time that we start to take some control of the web
opportunities that exist day let's get out of that three or four five percent
section
but keep pages that are strictly service replayed again
give the customer the copycat cars that they want to
but that's not what we started the conversation started wrapped around
starts
number three make mobile apts works for you
this is a wonderful program
this is a program through a company called clear mechanic
uh... very very t_v_ simple to use program
you basically take your smartphone
you take a picture of the defective part
plug-in in our own number you can wire slid we at easy for me to try it
transfer the image
sample quote image two webmail
website active consumer
and the consumer to view the image and share
i found it interesting recently
i was in the service department as being a part of my who happens to run a
dealership here in the local pc market we're going out for lunch
i watched a service advisor walkout
and break the bad news to a consumer that they had a rather expensive repair
and although i wasn't close enough
see the response
i could third week of artificial expression of fear was that fear had
lifebook
which said to me that this is one of those unpleasant conversation that mr
mrs consumer
you had three thousand dollar bearable
thus
often the jaw drops and you get your reaction to my god
ceo that's an awful lot of money quite so much what can i do without doing the
i did talk to somebody right
you will find it would be provide people images
photos illustrations exportation video it showed in the de facto part
it explained given the potential dangers of not making that repair
and that also showed them the illustration of the pink have to be done
to make that
repair correct
you will find it easier to keep buying from the consumer
wanting to tell somebody hui depicting to show some
we want to use people of israel
they liked visual
we work hard we spend a lot of money making our dealerships pupil chinese
marble floors beautiful entryway nights waiting rooms or we oftentimes failed to
show people the image it's not
to take people out to the service area to show the vehicle
your insurance company will have or heart attack
well she doesn't like it pictures if not practical
ripping off the park to pull it in the show some of the fact that part of the
practical either
take a look at clear mechanic great company great product they are other
solutions these are other thing that you can do to camp the communication the
trust factor with your consumers
don't
if i was a consumer attitudes about that
xie lost you know yeah i mean how much does something like that costs to have
to have to have
one of the separate watch that was free
euro dollars
that program cost absolutely not
now of course they haven't learned he had slept
the freest sort of the book and if you were going with that right
however
when you look at the value example but the old saying the picture is worth a
thousand words yeah
that kate i would see a picture is worth
thousands aborts
it's really the the lead illustrate to a consumer
the problem
sort of optimize called actually did he saw me talk about this earlier
eight hundred numbers
chat online automated schedules and it's really excited to hear that more than
three-quarters of our audience have automated schedules congratulations to
you
for being forward-thinking
maintain customer support perspire purchased this was really gets me
it was a study that was commissioned by benefactor and for actually purposes i
need to keep the man akshar
uh... quiet
however
most car worksheet today for three years thirty six thousand miles
the average passenger car or light truck in america need tires depending upon
thriving however
patterns roads
somewhere between thirty and forty thousand lives
id number one point service defection in america today according to the zoe m
it'd pointed beating tires
their study their numbers show
that service visits for no tires
three point nine on average
however for consumer the purchase hires nine point one
if you look at the number of services purchased and you look at the profit
margin it in fact we higher admitted on across
literally hundreds of thousands of consumers to study was issued
i had the pleasure of disney dealership out on the west coast
this gentlemen i've known for a number of years he's to be a a an operator
dealership up to new york
weight had shifted into the went through the dealership absolutely beautiful
dealership looking in orange county california
one of the things that we got to talking about important announcing my passion
service department what they're doing and for those of you that are out there
in california and other california market
california well out there part
i mean a lot their cards from the custom wheels to the chrome to the exhaust to
you know if i was adverts uh... only business in california out by the winery
and one of the car wash but an accessory shop chuck
while cars
first unexploited car spot when u when you look at
when you look at that commitment the people put in here
it's mind-boggling
now not every market indicative of apple one of the things i found interesting
why this weakening him
what and fred
so you do all of these things
how come it's not on your website
and he had no answer for
yet when i went out to his service department
he had the inflatable michelin man
he had a rally fine michell implied he had all this work for a point of sale
stuff
but if you were in his service lean you didn't know it
there was no prior configurator online there is no specials there was no coupon
there was no mention anywhere on any page
anywhere within apart but pages about website if they actually sold hires and
moreover
but they also sell aftermarket rims for the vehicles
it keep silent
six sets
that with
higher catalogs
for those of you that you cell pires
of your tire distribution
how widgets
or tools if you can plug into your web site
the consumer can come and pick and drop
the year make model
trim level of the vehicle
and they can get an assortment of higher speed huge free products
i loved it
fantastic
you can show prices from
prices install
all total installed whatever your value proposition is extinguishers desires for
life
whatever really unique an important but you if you're going to sell hires
self hires
if you're only going to tell tires when needed
don't we go to the trouble
however there's a lot of money to be made in the car market i was down in
recently to learn how much profitability really comes from selling products
if you're going to do it if you're consumers the tools
now granted you may see chap
yet we saw a high-performance cars cars are very expensive
whether there's the radiator gator backer whether they're whether they want
flaps or whatever they may be
what you have to know your audience you have to know your brand
be willing to put things doctor tire sprites from buy three get one free
fifty dollar rebate
hundred-dollar depart twenty dollar off any additional
eccentric
what information out there and make it available for your consumers
and you'll find that when he bear your phone will ring
you'll get needle dot felt products
point number six creek and email collection process eliana
nesting
average consumer has been the number email
that they have
at one two three four
wastes
no idea
you know i have
three
without giving away apprise you what it is one one
chicken humor at three email addresses they have a home email address
it's dedicated for family
they have to work email address and then they happy
private email address
and that the one that you don't openly share with people
however
they have three different points of contact
more and more and more today copies or monitoring
inbound outbound emails for security purpose
says information being leaked
most consumers don't want to be email to their work address
encourage your service writers just like we encourage
our sales people
ask for alternate email address
again a study that was commission
we found there
customers with the e-mail address in your geometric twenty percent more
likely to use you
acquitting seven hundred dollars in additional revenue over five years
so amassing if you've got to have no interest sparked renewed email just it's
no different than phone numbers
most of the path anywhere from three to four founders
we have a cell phone we have a hopefully it works out
so there are multiple points of contact with people and based on the trust level
do you have with that consumer asking which informational which digital which
email address you get
you want to create a tracking mechanism
i've seen dealerships that actually did fifty two hundred dollars spinster
service writers
for collecting the most email addresses or optical analysts people change jobs
people trying to pull sp
people move they get divorced they get married things
change
the landscape dotted say that a so we want to make sure they were constantly
updating these email addresses don't wait till you get a bounced email to
realize on my god
i don't have the right email
last but not least point number starting to get him out of typing accessories now
i can tell you that the loaded
so many dealerships have tried it struggled with it
i and a staunch advocate accessories
cannot tell you help passionate camp about this
however
it cannot ever come before the sale
do not
showed people accessories before the car's been purchased
you can show someone in excess right vehicle
but don't let them
really start getting into all the treasury auctions until that buyers
order
signed him to work
throughout the night
don't let it get norway
however
here is the mind-boggling part
the average truck wire ashu the buyer liked rock work truck
sold in america
six months a purchase
spending average of twenty three hundred dollars
an aftermarket parts accessories within a hundred eighty days of purchase of
that vehicle
twenty-three hundred dollars
dealerships capture very little of that inundated yourself look at that point
like an awful hangover
okay like think about this for saket
if i had that minor they by a truck box they buy roof rack they fight brush
marks big bike tubular staff grails of product they buy it back spender
it by custom wheels and tires that by the clock
system you see where i'm going here
these things are critical
behind the pacific itgi most excess rights vehicles sold in america today
so you've got your truck by richard offer a richer four-by-four jerk or
about your mustang crew
and you know what you got your mom's
soccer moms
that parents
thereby utility vehicles that like to vacation so they want to buy a wraps
that what we're raft license plate frame holders cargo or an actress
dealers implementing accessories prosser
report on average opinion ditional four hundred and seventy five dollars per
vehicle soul
except thirty billion dollar-a-year marketplace
start to look at ways that you can integrate these component into what you
do
i'd tell you couple personal stories about my
stuff about excess writing vehicles but we don't have the whole time
i'd love to accessorize and i think most people who were real car lovers
enjoy that
start looking at ways that you can do it didn't make it a compliment between
confronting sales department
the parks department
in the service department a militant starting some of you may do it make do
with great success and if you do
congratulations
most people binders trouble
the sales department is an incident like to sell it so they don't
the parks department
up charges service department
service department finds it difficult to know when the parts are coming in
so there's a break and that chain of communication
everyone's entitled to a profit center from the salesperson to the parks
department service department
the consumer deserves to be happy
start looking at companies improper their products and look at other
dealerships that do this to figure out at the right thing for your dealership
abdullah dot
on the socks isn't great
information thank you so much staff i will say that
ran out of her because of our
are difficulties in a very very beginning past eleven are self don't
wanna take a too much time with questions any questions that aren't
answered dont worry chest and email you back today with any answer directly but
there's still a couple of questions cell
our first question to you caskets from thomas he says
how do i convinced my are haha insecure crescent catching been smite owner to
spend money on a separate service related site when idealistic already has
a factory site as well as a secondary site
information but fights gtalk sometimes just
could comet could you come up with a hard question for you
sounds
society thomasnet
you know comet
great question uh...
it's not an easy conversation hap
dealerships are continuing to look at their budget from the continuing to look
at whether dedicating their dollars
you know what i would say to you is this
how committed dealership to growing that peace the business and how critical that
piece of the business to your dealership
if your dealership that blue dot to an exceptional job at all other areas
it might be an argument that you're gonna find difficult
however i will tell you
chimney i think it's a no brainer and mrs
again more than
half of your revenue
according to a mediator all the statistics we look at
come from the service the park
there's a tremendous amount of scales that exist within that department
and when you look at the revenue opportunity
and when you look at the apt spends at the dealership i_q_ dealerships even
today in please don't take this the wrong way
i am still very much a believer in the power of traditional media
i'm one of the few digital dies
and in industry experts that will say to you
the traditional media is actually a good thing
but it's gotta be synergistic with your digital media the messaging needs to be
considered
and you need to find the right place is to spend your money in that traditional
because mathematical eyeballs
what you can go out and you can find a way to invest
thousand dollars fifteen hundred dollars two thousand dollars abuse ships ad
budget
and you can show thirty forty fifty percent lift
the number of all rose
the average aural
price point
the uppsala services it's a very very easy argument to half
when you look at
your service absorption and you look at dale doing the bandwidth of your search
department
you can see that by opening up the left by giving these opportunities for
consumers connect with you
journeys other channels
that our ally
significant
number one the first thing i don't think it's so much the money that's the
argument
i think what you're going to find your own words but i think the u_n_'s who's
going to manage it
who's going to be responsible or
might service manager is incredibly busy dot at the top by parts to park uh...
uptight
by g_m_ doesn't have time so i don't think it's a matter of
having conversation about combating the money because the money's minimal
i think it's a matter of figuring out who's going to be responsible for it
i hope that answers your questions
expressing
date at ril fastest you know we kept these nice people on our weather quite
quite long back real quick question transcends he says when it comes to
yet is that you talked about earlier do you recommend victory
shows or should we make them ourselves
i don't think anything's better been helping video uh... guided terrible
i've seen some on aquatic an interesting topic videos
i think the professional answer grace and i think they're important
but i think nothing to speak like a real video
uh... again i'm not talking about going out and buying a green screen investing
tens of thousands of dollars in video quick that production people or an
expertise
most
ad agencies today
have the ability to come out come on
when they shoot your commercials
talk with your g_m_ talk with your honor about shooting some service lane videos
and about having a conversation with customer uh... get a couple of testimony
tina nothing is more powerful than that and having it on the website i saw one
recently admitted that you wish escapes me at the moment
there was a
uh... a gentleman
had an older vehicle it was uh... it was an older shadi
he had it for years
today to to repair shop after repair shop after repair shop and no one could
quite figure out the problem
this particular dealership not only figured out the problem in with so happy
he shot the video himself and send it to the dealership
assistantship posted at
cell exceed that acting better rarity
but i'd really like to tell made videos and and the produced videos but the
stock videos from
your your video providers out there are and again there are more and more fun
they're doing service related videos
there's another copy and it's katie and and maybe i'll have the opportunity
bottleneck t_v_ if the other company
so unity works media and auto net t_v_ up to a really great job automat t_v_
has a lot of the more very specific tight videos
showing the replacement of a water comparably rotor things of that nature
again i don't know if you want to go
by that in that
but those are two great sources for that
that video content
iraq's mixer looks at sites on the next side issue and minds
says that they might not be poor people waiting for twenty minutes for technical
data base
all right
well
contribute they would part of the mildly wide-eyed i will say this dennis
my my most recent car purchase actually elise and i want a what kind of car what
the dealership is anything but i will say that's the last time daylight
savings time team around he sent me an email
with a link
soooo video does also posted on your blog which i was really neat
cuz i totally get it
the reason i clicked on it was because there was a video cassette thirty second
idea specifically on
how to change the time in my car
it was fabulous
date on the email account
time and project activities
and so glad he said that
that reminds me that
those are some of the most viewed
and well-liked and will respond to videos people don't feed the owner's
manual surprised
racist
while reading instruction manual to assemble pink by what i read another
suits
is being black setting up your blue to and simple think like that that can
really be very much appreciated from your consumers callous
hires a colin powell sounds has had an active sexually
helpful stuff to the states
emerged they didn't send
at a time when i i would have been ordered a sense it at a time when i
actually need information instant nosedive sneaking treat was great i
thought that was just that sustains them you know five stars in my head for their
customer service certify with that in i'd filed that under customer service
those fantastic ok one other really super quick question day dreaded what
with the percentage of people
outside service providers
over
dealer services so davis secular percent say it's per se
members high-tech beginning to ask
i think it was so that i know that interesting question i would want to do
some research i could speculate on that i think i can give you up
from my southern roots of the made upward estimate
com i don't know uh... i do know
all part of the reason that we started this whole program date was this was
actually brought to our attention from one of our dealers
up she called me one day and and opened up to myself and into our c_e_o_
about a lot of the child user and credibly competitive market
and service defection was very big for him
and again i think a lot of it has to do with the consumer perception that
dealerships are difficult
uh... and they're expensive
and so we started exploring as we started doing some research idea i'd
previously owned uh... a piece of the accessories company
so i had a pretty good working knowledge
of a lot of what was possible on the pics operation side we dug into the
thing that we started
we launched our first beta this over a year ago
and which is really blown away with the results that we saw
and what we found was if he didn't so much what the dealership dot the lack of
what we communicate that the billable
so i i i will be happy to be again and talk with our our friends over it at in
eighty eight and quaint is right down the road from us to talk to
uh... some of our pick stocks partner to exceed what percentage of consumers is
that our using are abandoning the dealership is going to be independent
pair shops
many crack ***
in a makes
gets and tears in your hands
well or it may make big smile because the reluctant because of the doubt their
owns they're cute they're so much available there so much opportunity
and and one of the things that i'm just so excited about
is being able to so you guys today with the seven action steps
as you can see this is my email address these are my phone numbers i'd love
talking about this stuff
and anything that i can do to help you advise you
uh... there's a lot of great web companies out there there's a lot of
great technologist the people that can help you through this
by employees to do anything start today to look at that works for anti start ask
the question started
look me competitively shop
peoples in our market place to see what other kind of poor internecine maximize
our bmw three series
personal or we don't always do that with our services but we don't always see how
easy it is for consumers to get yes because we take for granted blurred as
we know what we do
challenge you to be a consumer inc like consumer thanks have a conversation that
someone it doesn't know what you know and hostility leading questions
will be ever-changing evolution we're watching more and more of this happen
eliana thank you for or for really betting that today and again my most
sincere apologies to all of you for that
fifteen minutes twenty minute delay we have put the technical issue uh...
but and i was so thrilled to be a part of this and i would love nothing more
than that to be back in the future and i would like to hear from some of you
about your successes and challenges
and my myself and my team here are more than happy to do anything we can support
you and thank you so much
thanks m_s_f_ atmosphere
area of fantastic shouts
and out for all of you that are still out there and that in our land as when
you leave this webinars are gonna ask if you survey questions your feedback of
course this always greatly greatly appreciated
thank you jeff sadness presentations amber waves has tapped the our so any
questions that weren't answered during the time allotted will be answered by
directly later today i'd checked himself
i want to remind our audience that a link to download a copy of today's levin
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using a car stopping data
oh howdy drastically improved your website to know that site
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now next week he's gonna show you
house you can drastically improve your website conversion i die i still think
that that's a weapon either any of us sadness so
this is the another campus presentation by your friends at iran and don't forget
to runs weekly webinars are always held every thursday at twelve p_m_ eastern
nine a_m_ pacific and have some really great weather subjects and for this year
but
if you have any questions comments or suggestions regarding the second ice and
our topics please feel free contact me directly again my name is eliana
ad
hearing from you said tracking down online or
email me at eliana at blair on dot com they just a very much for sending this
time with us today we hope to see you all
on a future rather not continuing education series he sells a gun