Tablet-Based Selling How to Sell More Cars
Jim Hughes
Kraig Quisenberry
Co-Founder, Principal
VP Operations
IntellaCar
Momentum Auto Group
Thousand Oaks, CA
Vallejo, CA
805-558-4441
360-710-8860
[email protected]
[email protected]
#@IntellaCar.com #NADA2016
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The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker’s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.
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Jim Hughes Introduction • Co-Founder, Principal at IntellaCar • 30+ years in solutions development • Thousands of dealers use our electronic solutions • 5+ years in tablet selling and enhancing the
customer experience
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Kraig Quisenberry Introduction • VP Operations at Momentum Auto Group • 35+ years in auto • Age 5 greeter at Toyota Dealer • Early adopter of technology/ process
improvement
• Launched DCH’s Evolution Sales Process,
includes IntellaCar
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Personally Saw Impact of Tablet Selling • Sold more cars • Significant increase in PVR in first 30 days • Close rates 3-5% higher per store on average • Huge increase in positive online reviews – Average postings per Sales Consultant went from 13/month to 5-7/month • Increased customer engagement and satisfaction • Sales associates empowered to be more
professional, passionate, engaged and successful #NADA2016
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How Tablets can Help You Sell More Cars 1. Customers Have Changed! 2. Benefits of Tablets in the Sales Process 3. Incorporating Tablets into Sales 4. Tablet Selling Demonstration 5. Success Factors
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1. Customers Have Changed!
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Customer
GROWING Knowledge GAP Sales Consultant
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Growing Knowledge Gap LIGHTNING ROUND • How many phone numbers does the average
person have memorized? A. 3-15
B. 20-50
C. 50+
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Growing Knowledge Gap LIGHTNING ROUND • For an average brand, how many vehicle trims,
powertrains, features, specs, technologies, etc. is a sales consultant expected to memorize and recite at a moment’s notice?
A. 500
B. 3,500
C. 7,500+ D. Heck, if I know
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Growing Knowledge Gap LIGHTNING ROUND • On average, mainstream dealers rate their
salespeople’s level of product knowledge at a 4-6 on a scale of 1-10
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Growing Knowledge Gap LET’S ADD IT UP
46” high
19.7 mpg
Is Today’s decade’s old way Hybrid I vs. II + sellingCVTcars + vs. Std still the of 3,500 best approach? 6.0L V8 Ethanol
Amount to Memorize
Ability to Memorize
How are Your Sales People Doing?
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What’s Changed? • Fewer than 1% like current car buying process
Source: 2015 AutoTrader Buyer Influence Study #NADA2016
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Car Buyers Want a Better Experience • With improvements to buying process: – 66% more likely to buy from a dealership with
their preferred experience – 72% will visit dealerships more often – 53% will buy a vehicle more often
Source: 2015 AutoTrader Buyer Influence Study #NADA2016
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In-Dealership Experience Matters • 84% want to buy in person – See dealership as place to learn about vehicle – Research shows the key to sales success today is
building trust through an open and transparent customer experience at every stage of their buying process
Source: 2015 AutoTrader Buyer Influence Study Source: 2015 DrivingSales Customer Experience #NADA2016 Study
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The Walk-in is the First Point of Contact • Over half of car buyers do not contact dealership
prior to their first visit
Source: 2015 AutoTrader Buyer Influence Study #NADA2016
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Car Buyers Spending More Time Shopping Online • Mobile device usage in vehicle purchase process
continues to grow – now 75%
Source: 2015 AutoTrader Buyer Influence Study #NADA2016
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…And Using Devices More • Car shoppers have positive attitudes towards the
role of devices in the buying process
• Car shoppers use many sources to validate
information and don’t take things at face value Source: 2015 AutoTrader Multi-Device Car Shopping Study
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Customers are Going to Use Mobile • Will it be their phone or your tablet?
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2. Benefits of Tablets in the Sales Process
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Takes Customer Experience/Engagement to Another Level • Elevates the experience from a selling
relationship to a consulting relationship
• Engages customers with something familiar and
comfortable right from the start
• Enhances stickiness to keep customers involved
• Visuals increase understanding
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Aoccdrnig to rscheearch at Cmabrgide Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae.
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Before and After
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Empowers the Sales Consultant • Product knowledge • Everything at their fingertips • Objective third party information is more
trustworthy
• Builds confidence • Gets new salespeople up to speed in record
time
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Streamlines the Sales Process • Customers’ questions get answered accurately
and quickly
• No need to leave the customer unattended • Look up inventory
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Showrooming – Deal Killer BEFORE
AFTER
63% of Customers use their Smartphones at Dealerships
Turn Engaged Shoppers into Buyers
Source: Placed, Inc. and Cars.com, January 2015
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Improved CSI / Customer Experience • Overall satisfaction is higher when a tablet is used 43 Points
• Higher satisfaction results when sales consultants
use tablets to perform such tasks as: – Record customer needs – Demonstrate vehicle features – Display pricing information
Source: J.D. Power 2015 U.S. Sales Satisfaction Index (SSI) Study
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Increased Sales and Gross •
Turns sales team into product experts
•
Helps build more value in the product versus focus on price
Unit Sales
Gross
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New Salespeople Up to Speed Fast
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Reduced Transaction Times •
Reduced up to 25%
•
Everything a sales person needs in their hands
•
Fewer trips to desk
-25%
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3. Incorporating Tablets into Sales
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Three Key Tablet Engagement Points #1: Meet & Greet/Relationship Building – Establish personal involvement/communication
first – Tablet is self-presenting, but can’t lead off with it • Explain it in the context of the relationship
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Three Key Tablet Engagement Points #2: Vehicle Selection – Info on every new and used vehicle at fingertips • Comprehensive knowledge • Accuracy – Emphasize what’s most important to the customer – Look up inventory
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Three Key Tablet Engagement Points #3: Videos – People love them – YouTube generation – Better technology explanations versus words
alone – Increases appointment show rates
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4. Tablet Selling Demonstration
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Demonstration #1 • Customer wants a specific vehicle
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Demonstration #2 • Customer is still deciding between makes/models
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Demonstration Recap Evaluate demonstration experience on: • Control • Engagement • Credibility
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5 - Success Factors
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Success Factors • Vision / Attitude – Incorporate tablets to better engage with today’s buyers – Willingness, understanding and desire to make a culture shift • Can’t just give sales team an app and expect results
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Success Factors • Management Involvement – Top-down Management commitment – Reward and recognize sales teams, holding them accountable for daily use – Monitor usage to hold team accountable
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Success Factors • On-Going Training – Commit to continued training - it’s essential for sustained success – Include tablet-selling discussions in daily/weekly meetings and training
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Success Factors • Equipment – Have/invest in WiFi infrastructure or commit to a 4G plan to ensure consistent connectivity – Ensure the sales team is properly equipped with tablets
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Summary • Key reasons to consider tablet selling: 1. Improved sales results • • •
Increased units and gross Higher close ratio Reduced transaction times
2. Increased product knowledge/professionalism 3. Improved customer engagement/satisfaction • Higher CSI
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Conclusion Tablets can help you sell more cars: • Creates greater trust • Provides an enhanced level of stickiness • Draws customers deeper into the experience and
more involved in the transaction
• Takes engagement to the next level
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Questions #NADA2016
Tablet-Based Selling How to Sell More Cars
Jim Hughes
Kraig Quisenberry
Co-Founder, Principal
VP Operations
IntellaCar
Momentum Auto Group
Thousand Oaks, CA
Vallejo, CA
805-558-4441
360-710-8860
[email protected]
[email protected]
Please visit the NADA Pavilion in the Expo Hall for information on accessing electronic versions of this presentation and the accompanying handout materials, and to order the workshop video recording.
#@IntellaCar.com #NADA2016
