KainAutomotive.com News & Views
Training and Consulting Solutions to Increase Your Sales and Profits

September 2008 VOLUME 2 ISSUE 6  
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Best Practices
KainAutomotive.com Information
CONTENTS
Dot Comments from David Kain
What you should type, say, and do to create more sales
“Internet in the Fast Lane” Client Workshop was a Great Event!
Know when to say No with Internet Marketing
Online Sales Success Workshop - November 11 & 12
Bring your site to life with video
Bob Lutz Interview with Stephen Colbert
Want to learn something new? Join our IDEA EXCHANGE
Recommended Products and Services
This idea is a no-brainer and will bring you more business
Internet Best Practices DVD's now available
Website Links
KainAutomotive Home
Recommended Products and Services
I know these will help you sell more vehicles

eNewsletter Category

Our recommendation:

LoyaltyDriver -
www.imnloyaltydriver.com

Reasons to like:

When I was at the dealership we created a newsletter to mail to our customers to stimulate them to feel like they were "one of the family". I think this worked but we did not receive much feedback. With an eNewsletter like those offered by IMNinc.com and their loyaltybuilder product you receive immediate feedback from your customers.

You can tell who reads the newsletter and what articles they enjoyed reading the most. Consider one for your business. I can attest to the fact that it works because I use it myself.  You will love the reports available because they tell you what your customers want to see.  

Cool Product Category 

CoVideo -
www.customervideo.com

Our recommendation:

Reasons to like:

If you are looking for a way to really connect with your customer and be unique in your market then this product is a great tool.  They use server based video emails that let you talk direct to the customer and personalize your message.  Imagine an auto response from your dealership with a message from the dealer or dealership spokesperson thanking the customer for submitting the lead or a follow-up email with a video where the Internet sales specialist can speak specifically to the customer about their request.  "Mr. Jones I like your choice in vehicles - my name is David Kain and I wanted to let you know we have 4 in stock"....  The feature I like most of all is that you are alerted when someone watches the video, even if they watch it several times.  This notifies you and we recommend calling or emailing quickly since you are now Top of Mind.  The company is lead by Ed Mugg and Jason Price who put their energy into customer service and development of solutions that work.  We will be providing this product to dealers through our company so if you are interested please contact Laura Wells at laura@kainautomotive.com or by phone at 1-866-546-3428. 

Dealership Website Appraisal Tools Category

BlackBookOnline -
www.blackbookonline.com

Reasons to like:

If you have an option on which trade appraisal tool to use on your website I would recommend the evaluation tool that your used vehicle manager can feel good about- BlackBookOnline. This tool allows your dealership to present a range for the customers trade in exchange for their contact information.  Dealerships who use this tool are able to establish fair trade values that customers can feel good about, keep peace with their used vehicle managers and allow your online experience to match your offline experience.  This service allows you to keep your website in balance with a trade appraisal tool that fits your operational style and is a great lead generator for a cost per lead of half the industry standard.  In addition to being available on individual dealership websites you'll see this service branded under intelliprice on the General Motors and Ford websites as well as some others because it generates so many high quality leads. 

CRM/Lead Management Tool Category - JUST ADDED TWO NEW RECOMMENDATIONS

DealerPeak -
www.dealerpeak.com

Reasons to like:

The DealerPeak CRM and Lead Management tool is unique in that it actually alerts you if your team is not following the prescribed lead handling process.  They have designed an exception report that alerts managers without them having to sample several leads to see if their team is following the path to success.  In addition, their AutoPilots are relatively easy to set up and if you have your website with them you benefit from a direct tie in to the CRM tool.  What is especially nice for our clients is that they add our process into their system along with our recommended emails and scripts so it is easy to get rolling.

AimData - www.aimdatabase.com

Reasons to like:

The AimData 1SourceCRM is a comprehensive tool that does a lot of the thinking for you which should really bring comfort to dealership management.  I think the reason this tool works so well is that Larry Bruce the owner of the company is a dealer himself and has designed the system with his practical experience along with listening to the input from his successful dealer clients.  With the 1SourceCRM system their clients can scale the hardware in their dealership to meet their needs and grow with the dealership without having to change processes or CRM systems. 1SourceCRM can work in the smallest dealership with a single data entry point and a printer to a multi-dealership, multi-state group centralizing all BDC functions into one location for redundancy and economies of scale.


iMagicLabs - www.imagiclabs.com

Reasons to like:

The iMagicLabs product is by far and away the easiest Internet lead management tool available in the market today.  The interface is intuitive and easy for the most novice Internet sales team member to use.  The ability to send high quality dealer branded emails is simple and the reports will help you to determine what is working and where you need improvement.  

Owner Loyalty Boosters Category 

MyCarPage -
www.mycarpage.com

Our recommendation:

Reasons to like:

This unique service truly allows you to take ownership of customers and has a proven track record of increasing retention and sales & service revenue.  A low fixed monthly fee supports an unlimited number of customers (with no individual transaction costs) making this service tremendously cost-effective. 

MyCarPage “parks” your customers’ vehicles on your website by building a personal web page for each current (and past) customer.  Customers have access to their vehicle history, gas prices, traffic reports and other valuable consumer benefits on their personal web page, while automatic service reminders and other targeted email communications are sent touching the customers at key points in their vehicle ownership lifecycle. Also, they are great at collecting customers’ email addresses, including lost customers!

Used Vehicle Online Classifieds

Our recommendations:

Cars.com - www.cars.com

Reasons to like: 

Cars.com seems to take a quieter approach to generating leads for their dealers who list vehicles on their site but they make a lot of noise in generating emails, calls and walk in traffic.  In addition, they spend a remarkable time on the road visiting cities and training dealers on how to get the most bang for the buck.  Their new tools are a big help and they are always looking for ways to improve their service to dealers.

AutoTrader.com - www.autotrader.com

Reasons to like:

AutoTrader just keeps on churning out the prospects and have become an integral part of most dealers online marketing strategy.  They have more vehicles listed than any other sites which draws consumers in remarkably large volumes.  Their costs are high but they tend to generate good traffic.  Just make sure you use all the tools at your disposal to get the best possible return on investment.


UsedCars.com -
http://www.dealix.com/default.aspx?

Reasons to like:

UsedCars.com is making strides in an ultra competitive market with a new business model that allows dealers to list their invenrory on the site and only pay if someone submits a lead.  I like the approach and our clients are enjoying the results. 

Lead Aggregator Category

AutoUSA -
www.autousa.com

Reasons to like:

AutoUSA has a unique pedigree that other 3rd party lead providers cannot claim.  They were created by the nations largest dealer group to provide leads to their own dealerships.  This holds them accountable to an extraordinary standard and as a result they can claim great lead quality.  In addition, they use filtering to bring the best quality leads to your dealership and hold their lead sources to a closing rate standard so they can keep you as a client. 


Website Builder Category

Our recommendations:

DealerPeak
- www.dealerpeak.com

Reasons to like:

Full integration with CRM tool allowing for simplified long term follow-up.  Best customer personalization features that "remember" the customer when they come back to the site.  They even keep a running record of vehicles the customers have searched for on their visit much like Amazon.  They also have a search by payment option that is tied to your inventory and returns the vehicles in inventory that meet the customer's payment range. Try out their make an offer feature with the voiceover.  Their pricing is fair and their contract terms are favorable to dealers.  I like the CEO - Jock Schowalter and believe he has the best interest of dealers in mind.  

Dealer.com
- www.dealer.com

Reasons to like:

Dealer.com has cool websites that make it easy for customers to enjoy and then submit leads.  When you put yourself in the customers shoes you realize they just want a quick and easy way to research and search inventory and specials.  These websites are intuitive and provide multiple choices for consumers to make an offer, submit a request for quote, seek financing, etc.  In addition, the individual vehicle listings have the best photo and detail information I have seen as well as a list of vehicles in your inventory that they may want to consider other than their first choice.  The management team is flexible to your needs and readily available which is a big plus. 

Search Engine Marketing

Our recommendations:

AutoDealerTraffic -
www.autodealertraffic.com

Reasons to like:

We know the best possible leads come from your own website but sometimes it is difficult to increase the volume.  Search engine marketing solves this issue and yet it is confusing to know how to set it up for optimal impact without it being a full time job for your team.  Well it is a full-time job at AutoDealerTraffic and Todd Swickard and his team do an excellent job of setting up the right formula for your dealership and budget.  Drive traffic to your site, generate more leads and sell more vehicles. 

ClickMotive -
www.clickmotive.com

Reasons to like:

In a field that is soon to be overcrowded it is important to select an SEM provider that can understand the unique needs of their dealers.  ClickMotive works with some intriguing technology to provide web searchers with dynamic web landing zones that convert to leads for your dealership.  Their strategy differs from most of the other main line providers in this respect.  Both methods will work for a dealership whether they come to the dealer site or a dynamic site.  In time we can tell which is most productive.  This model is designed to generate high quality leads and dealers do a better job of selling good quality leads. 

Online Inventory Management Category

CarThink!
-
www.carthink.com

Reasons to like:

When you are responsible for managing your online inventory on multiple websites - Dealer website, AutoTrader, Cars.com, eBay, etc. you appreciate the simplicity of a one stop tool that allows you to seamlessly place your complete inventory on these various sites.  By lessening the burden of photo placement you are able to spend more time writing descriptions that cause customers to take note and request more information or call you.  The CarThink! crew can work with any environment to get you the best return on your placement regardless of where you place your online inventory. 

Each month we will add to our recommendations - If you have a product or service you would like us to review please send and email to
david@kainautomotive.com


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Published by David Kain
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