Unique Selling Proposition
Below is a ppt I put together to share with small groups to start a sort of grass roots movement to understand USP, develop a USP and encourage discussions.
In our marketing environment, standing out from the crowd or setting yourself a part
is very difficult to do. Especially in our automotive industry where we still think we are in the newspaper and in unison shouting “we will not be undersold” or “$6500 off Camry”. Just like every other dealer is doing.
In today’s changing automotive retailing landscape, your mobile presence is of prime importance. I am talking about your own website and how it appears on a mobile device.
A separate and equally important mobile consideration is how your dealership appears in the Google Knol Graph on a mobile device. But that is a whole different subject. And we can only eat this pig one bite at a time.
If you have not or have not lately, please; no not please;
I COMMAND YOU TO VISIT YOUR WEBSITE ON YOUR PHONE !
Put your customer eyes on and move around. Then come back and read.
DO THIS NOW. Thank you.
Welcome back, I should have warned you beforehand, do not attempt on a full stomach. Some of you puked, I just know it.
First things first. Landing on your homepage in a mobile environment is a different visitor experience and the visitor may have a different intent than when on a desktop version. If your website is just a crushed down version of your desktop website it will be very hard to read and to navigate. Those disclaimers will be so tiny, no one could read them. Which means mobile visitors will abandon you very quickly. VERY.
I have found that doing some heat mapping and looking at analytics helps me to understand what visitors most interested in and then I work to bring that to the surface of the mobile page right under their thumb. Giving the quick access to your phone number with click to call or getting into your inventory quickly, to look at your vehicles.
Which brings us to navigation. Showing all your desktop navigation is not something I would advise. On mobile, typically the intent has less to do with
your about us page and more to do with your inventory or your location. So my
big three are click to call, inventory access and location or maps. Maps definitely need to open up the phones navigation app. Whichever the visitor’s preference.
Which means your Google Business Page must be up to date. (another subject, sigh…)
Reduce any and all clutter. Anything that will stand in the way of the visitor getting to what they came to your website for. No use trying to divert their attention or interrupt them. Just get the hell out of the way. Although, I would like to see how a Sudoku puzzle would perform. For people waiting in your Service dept.
Check your integrations. This can be tricky because all the things on your desktop site just may not be what you want on your mobile. Whether that is how a Carfax logo or Purecars logo displays on a VLP. Do they take up too much space or make the listings look awkward trying to assert their presence. Make them go away and keep your inventory clean and consumable. Should you have chat on a mobile website? Or should it be more like text on your website. Chat/text on mobile is something you are going to have to experiment with depending on your provider. It is important to have, but must perform in order to get some of your valuable real-estate.
Finally, check your calls to action. On mobile kick them up a notch. Give clear instructions on what you want the visitor to do. Even setting up expectations, like
“Click here to call a knowledgeable represented”.
All in on mobile is a must. It starts with you spending time on it, understanding the visitor flow and making it a great experience for your visitors. The phones will ring and people will show up. Count on it.
Thank you for stopping by and taking the time to read. I appreciate it. – Tom
An upcoming webinar will focus on the most important tool in our possession today.
Not a computer or webcam, nor great inventory to sell from. It’s the phone. The phone and what you do with it. If we were carpenters, this would be our hammer. It is how we craft our living and feed our families. And in today’s internet connected world, the phone is king.
From the description:
“In this eye-opening 1 hour webinar, BDC expert and phone trainer, Greg Wells, will teach The 5 Super Powers of Persuasion that will take your agents to Super Star status! He will share what salespeople need to do to improve their communication skills and their ability to persuade. You’ll learn what definitely works and what absolutely doesn’t. Period. ”
Looking at just closing ratios is a mistake. Judging a person, service or lead source simply by how many sales are made misses the mark in determining value. At the same time making it more difficult to see areas of focus for improvement.
We can all beat our chests and shout from the mountain top how good we are. Or we can all blame the weather or the start of college football about how bad we are and that next month will be a better month.
I recommend adopting the 4×60 rule.
(introduced to me by Brian Pasch)
What it does:
Gives a systematic approach to tracking and analyzing internet leads.
Who does it:
Managers use the system to examine both a person working internet leads and the internet lead
source its self.
Each week, every 2 weeks and each month.
How is it done:
By taking the metric set we use (number of leads vs number sold ) and expanding it to include those important steps needed in making a sale. Namely, contact rate, appointments set and appointments shown. By tracking these metrics, a manager can better grasp how a lead source
or an internet salesperson ( or BDC rep ) is performing or not performing. Armed with the information a manager can intercede and make adjustments, conduct training and over watch the lead to a positive conclusion. A car deal.
60% APPTS SET
60% APPTS SHOWN
Speaking to, establishing communication with sixty percents of the leads.
Of those that contact has been made, set appointments with sixty percent of them.
Those appointments set should result in a sixty percent show ratio and finally, sixty percent who
come in buy.
Using these tracking standards results in a thirteen percent close ratio.
That is very reasonable, attainable and will give you a healthy ROI.
After a good initial response making contact with the person should be the main goal. Plain and simple you gain so much information about the prospect by being able to
speak with them. The first three days should be multiple attempts by all means available, phone,
text, chat invite, email. Set the expectation that you will continue to try and reach them. “I will
give you a call later this afternoon if I do not hear from you before then”.
Getting someone to agree to meet with us, to visit the dealership means we are able to convey to the potential customer all the information they need and require. This is where objections begin to surface and we must be prepared to quickly and positively deal with them.
Taking the right steps to see that a person who has set an appointment actually comes in is usually a team effort. It starts with making clear where the dealership is located. Telling the customer what to expect when they arrive. This is often overlooked. There is a certain amount of fear for a customer coming into a dealership. Sharing what they can expect will go a long way to dismiss those fears. Everything from where to park, who to ask for and what the first few things you will cover with them on their arrival. Having things prepared for their visit like keys to vehicles, any information about the vehicle.
Introducing a manager on their arrival who can further make them feel welcome and comfortable.
Investing in doing the prior steps leads to higher closing ratios once a person comes into the dealership.
One of the biggest problems we face in tracking the 4×60 is that some CRM’s do not allow for “contact percentage”. This is something I am still working through in our stores. The focus is trying not to make it too hard to accomplish. Keeping a seperate spreadsheet can be too much to ask. I have made several inquaries with our CRM and had not responce. I am sure this will change as the 4×60 comes to be more accepted and put into place.
The reason the 4×60 works. The real value is giving us actionable data on the substeps to selling an internet customer. Allowing us to drill down to specifics in performance and keep our internet departments improving. For the individual, it gives direction along a path to success that is easy to follow.
Thanks for reading. I look forward to your comments and discussing the 4×60 rule.
for years I have been running adblockers. No time to be distracted or interrupted. Focused and direct, I am on the Internet to do what I came to do, not to be marketed to or tempted. But this is happening all around us no matter where we go and the Internet is no different. Traditional advertising has always interrupted us, on the radio and TV. In newsprint and magazines. Even strolling the aisles of our favorite big box store. There was no escape, no rest. Then came satellite radio, Youtube and tevo followed by Netflix. Each publication had to have a web presence, splaying open its content to be browsed and consumed. How and who is going to make payment for all of it? Bring on the ads. Banners and popups, popunders blinking and moving. Or more directly Adwords. The preemptive opportunity to get in front of a sheep. To heard them, nudge them your way.
As the wheel turns now with adblockers becoming more common we are faced head on with a problem. And the answer is simple. Not the next easy gimmick. Not to get even more intrusive. But to step back take a breath and get to work. Provide consumers with what they are looking for. Create, think and plan. Probably the very hardest, nearly impossible thing for a car dealership to do. Tell your story to car shoppers. The stories of the people the vehicles the how’s and the whys. Use video, give them the sights and the sounds. Smile and allow them to see and hear the sizzle and they will come to get that new car smell. Embrace this do not fight it. We are still struggling with the changes that the Internet has brought the auto industry, even in denial. Change is fast approaching. And we do not do well with change. Car guys hate change. Fight change. Isolate themselves and their dealerships from it. But it’s coming brother. Like it or not. Let me go put my hands on it and call you back on it or not. Old school is now really old. Very old. Minutes are now seconds and a human car salesperson cannot deal with that. We blink too much.
Tell your story. Each one of them. Allow a customer to buy a car. Your car.