* Note - AutoPlay don't intend this advice to conflict with any advice from the government on COVID-19 and social distancing rules. This article is only intended to help dealerships get through the shutdown and come out the other end with the tools required to get back onto their feet. Please follow the governments current rules and be safe!
With the recent news that NZ is entering COVID-19 Level 4 it means that the sales departments of dealerships nationwide have been required to be closed down for 4 weeks. What the full picture means for kiwi dealerships will become more clear over the coming weeks, but what is clear is that with no face-to-face customer contact there will be fewer leads coming into the dealership - even considering the potential for the general public to continue pre-purchase research online.
At AutoPlay we are keen to ensure that when the Level 4 Restrictions are lifted that your dealership is well equipped to hit the ground running in a post COVID-19 world. This means not only implementing an effective process for tracking and keeping leads in a holding pattern over the next 4 weeks, but also ensuring the dealership is equipped to deal with the public that may still be gun-shy about face-to-face contact.
What should I be doing now?
With the news having just dropped this week that NZ is effectively closed this week there are a number of things your dealership should be doing to make sure that you are set up for the next phase. If you haven't done this it's not too late!
1. Utilising Social Channels
Make sure to update your customers with what is happening at your dealership. Announcing this on Facebook is a nice, non invasive way of ensuring customers can stay up to date. This is a free activity that a dealership can do to engage with their target audience without requiring a sales team actively working.
2. Review Lead Management Settings
3. Review your Automatic Response templates?
It's very likely that during the shutdown period you won't have anywhere near a full team working - however that doesn't mean all your listing are pulled from being online and nor does it mean that customers won't continue to send email enquiries (though how much this occurs remains to be seen).
What can AutoPlay help with during the Lv4 restrictions?
Whilst the Level 4 restrictions are in place it's a definite that customers won't be coming into the dealership to view, test drive and purchase vehicles. However whats less clear is whether customers will still email the dealership to register interest or ask questions. If this happens you need to ensure you have a mechanism to manage these leads.
1. Send personalised videos with AutoPlay's Email Response Tool
AutoPlay has a built in video Email Response tool. If you can't be face to face with your customers then recording a personalised voice-over video can be the next best thing.
2. Communicate via SMS
3. Ensure you can track customer enquiry via Brochureware and the Wishlist Form
For the vast majority of dealerships in NZ getting stock to our little corner of the world will be challenging - whether it's brand new stock, or used imports.
What can AutoPlay help with once the restrictions are eased?
In an ideal world in 4 weeks the restrictions will lift and everyone can return to normality. However there is going to be fall out even after this happens (whenever that might be). Not only will the dealership be facing stock challenges but your sales team also will not have the cumulative pool of leads to manage. However you are not starting from scratch!
1. Audit your existing leads in AutoPlay
2. Re-prospect with Live Leads
It's likely when normality resumes you'll have a lot of cold leads that will need warming up again. When it's appropriate it might be worth using AutoPlay Live Leads to re-target these potential customers
3. In Market Leads
With cold leads and appraisals it might be tricky to work out which leads are worth contacting again once you finally do get more stock. In Market Leads looks at new listings and will automatically connect them to customers that might potentially be interested in the new stock
What if I still need my Sales Team to sometimes work remotely once the restrictions are eased?
We don't know what the future will hold. It's possible that even with an easing of the rules, there still might be restrictions impacting how your sales team can operate.
1. Work From Home Preparedness
Should we find an increasing reliance on working remotely whether it be through government restrictions or simply if the general public remains concerned about visiting too many places, it might change how we sell cars for much longer than we anticipated. In that scenario there are a number of things you can do to streamline these efforts.
Sales Person Items
2. Ability to conduct offsite Test Drive and Appraisals
Should the market dictate it we may find more customers wanting service away from a traditional dealership environment.
AutoPlay are working throughout the restrictions to make sure we can be there when you need us. If you want any assistance with any of the services AutoPlay can offer please contact email@example.com and we'll get one of our awesome customer experience team to get in touch.
AutoPlay is incredibly feature rich and when used right AutoPlay will help minimise lost leads, as well as helping improve transparency, accuracy and efficiency. In 2019 we put together a case study detailing how AutoPlay has helped one dealer group improve their conversion from 21% to 31% (named here as 'Excellent Motor Group' for privacy reasons).
So how was this improvement in lead conversion from 21% to 30% achieved? Firstly, the industry benchmark for online lead handling is to reply within less than 10 minutes. Most dealers fall quite short of this and although performing solidly - Excellent Motors likewise had room for improvement.
Through working with AutoPlayAuto.com Excellent Motor Group were able to gain transparency over how long their sales teams were taking to reply to leads. Through these insights they were able to focus on improving this KPI by 58% - resulting in more customers engaged with before they have a chance to turn elsewhere.
As well as being first to respond its also important to make sure you continue to follow up. On average it takes 5 customer touchpoints to make a sale. At AutoPlay we also see sales being logged after contacting the customer 10 or more times.
They say success leaves clues. When looking at how Excellent Motors compare against another similarly sized dealer group we see that Excellent Motor Group made more than 340 sales after contacting customers more than 5 times - compared to only 190 for the similarly sized group.
This level of contact can only be sustained with effective lead Management processes and toold designed to show you what you need to do, when you need to do it.
As well as contacting customers first, and contacting customers the most, you also want to make sure you are retargeting customers who have not bought from you. Lost leads is something AutoPlay often preach about as we believe lost leads are the single biggest opportunity to improve lead management and sales performance.
With Excellent Motor Group AutoPlay saw that they only were making on average 2.3 contacts on leads that were ultimately closed as lost. AutoPlayAuto.com helped them re-market to every single lead closed as lost across their entire dealer network. This method of proactively reintroducing their customers to the sale pipeline resulted in an incremental increase of 22 sales in just 12 months - with no increase in lead volumes.
AutoPlay now can offer Dealer Performance Coaching to our customer network. Dealer Performance Coaching focuses on identifying the weak areas in your lead management processes and comes up with a tailored plan to help coach your dealership or dealer group to improved lead management standards. Contact us on firstname.lastname@example.org and reference "Dealer Performance Coaching" to find out more.
In the latest version of AutoPlayAuto.com you can now click on the Phone or Mobile number field to automatically make a phone call on any compatible device. If the field is editable there will be a green 'CALL' button. If the field is not editable simply click on the Phone number to prompt the call.
After clicking on the phone number or the CALL button your call will be logged in the Sales Pipeline in 3 places.
The Lead Progress will also be automatically updated to 'Phone Call Made' (if Progress is past 'Phone Call Made' it will date stamp the appropriate Progress step but will not update the leads current progress). Note - this only works with the standardised list of Lead Progress steps.
At this stage AutoPlay cannot record and capture phone conversations directly via the AutoPlayAuto.com application.
When is "lost" actually lost when it comes to sales leads?
This is a recurring question that every dealer must ask themselves. Too cautious about closing your leads as lost and you run the risk of cluttering your dashboard with cold leads, and compromising your sales peoples efficiency in managing leads. Too often we see dealers that don't want to close their leads as "lost", and these inevitably end up as Overdue or Stalled leads.
Conversely if you are to aggressive in qualifying your leads as lost then you might be burning your potential customers too soon. It's not a good look when customers are still actively in the market and salespeople choose not to follow up with them due to a perception they won't result in a sale.
It's a delicate balance - something that dealers manage in different ways. Some will use AutoPlays Role Management Settings to restrict who can mark a lead as lost in their dealership, whilst others will set the account up to allow anyone to close leads as lost, but notify managers when this happens.
The important thing to remember is that closing a lead as 'lost' doesn't necessarily mean you should stop talking to these customers - it just changes the method of communication and clears up the dashboard in Sales Pipeline, allowing salespeople to focus on more active leads. All 'Closed Lost' leads can still be filtered to, and reports such as the Closed Lost Reason Report allow you to identify these leads in bulk, AutoPlay has built in tools such as Live Leads which let you target recently closed lost leads with bulk eDM's - allowing dealerships to re-qualify leads enmasse in a way that might be hard to achieve with individual personalised follow up. Whatever your approach, there should at least be an approach as there's still juice to be squeezed from these leads - something Manukau Hyundai recently experienced first hand.
Case Study: Manukau Hyundai Targets Closed Lost Leads
Recently Manukau Hyundai hired a new salesperson. To get them started they decided they would allow the new salesperson to have a crack at leads that the dealership had previously closed as lost.
To do this the dealership ran a Closed Lost Report from 1st July 2018 to 31st March 2019. By exporting this list of leads via the 'Export' function in reporting.autoplay.co.nz the dealership was able to come up with a list of potential leads for the new salesperson to follow up with.
The new salesperson set about managing these leads and in just a month had achieved 16 sales from the pool of leads the dealership had previously classified as 'Closed Lost'.
There is nothing wrong with closing leads as lost! However this story proves the value in following up Close Lost leads as there is potentially money to be made. Whether you follow up individually like Manukau Hyundai did, or you target these leads with bulk eDM's or Live Leads - the important thing is to have awareness of these leads, and a dedicated process for your dealership to verify they are truly lost sales opportunities.
If you would like to talk to AutoPlay about how you can identify and re-target your Closed Lost leads contact email@example.com and one of our account managers will get in touch.
After a down December saw AutoPlay customers capture significantly fewer Leads, Test Drives and Sales than the month prior, January 2019 saw a significant increase in activity across all key KPI’s. The volume of Leads (up 16.1% from Dec 18), Test Drives (up 19.5%) and Sales (up 16.2%) all returned to normal levels in January 2019.
‘Web – Dealer’ regained the top spot as the most common source of leads for kiwi dealers in January 2019 – up 15.7% from December 2018. This pushed ‘Web – Classified’ down to the second most common source of leads, increasing by 8.1% from the month prior. In December 2018 the volume of ‘Brand’ leads suffered the most as brands wound down for Xmas – decreasing by 38.8%. In January ‘Brands’ increased marketing activity back to normal levels and subsequently dealers using AutoPlay reported an increase in leads from this source of 29.7% from December 2018.
With the number of Test Drives captured overall increasing by 19.5% we saw an increase in Test Drives recorded against each Source with ‘Web – Dealer’ (up 10.5%), ‘Direct’ (up 20.1%) and ‘Web – Classified’ (8.7%) sources all seeing increases in Test Drive volume.
Continuing the trend, Sales increased across the board in January 2018. Sales attributed to the ‘Web – Dealer’ source increase by 13%, ‘Web – Classified’ increased by 8.7% and ‘Repeat increased by 6.5% from December 2018 to January 2019.
Make sure to check back in March to find out the most common sources of Leads, Test Drives and Sales in February 2019. To find out more about the range of reports available via AutoPlay contact us on firstname.lastname@example.org or +64 9 361 1505.
It's that time of year again when we all resolve to lose weight/be kinder/spend less/eat better. In the spirit of "new year, new you" here are 5 AutoPlay resolutions you can make to get the most out of the AutoPlay suite of products.
1. I will respond to leads faster than ever before
I'm not going to define for you a suitable time to reply to customer enquiries as every dealer and region is different, with different expectations and different resources (though 2 hours could be used as a good benchmark). Your first resolution is simply to work out firstly how long you are taking to reply to customer enquiries - check out the Email Reply & Allocation Report. Once you know how long you are currently taking, knock 20% off and make this your new target. It doesn't have to become part of your salesperson kpi's, but the addition of a documented goal to respond to all new leads will help all the salespeople understand the expectations on them.
2. I will re-market to my existing leads...using the tools I already have available to me!
Many of our customers would have heard various members of the AutoPlay team bleating on and on about the fact that on average dealerships only convert 50% of their leads to Test Drives, and 20% to Sales. We really hammer this point home because if you do the math it shows that 80% of the leads you've generated will not actually result in a sale. Clearly this represents a huge opportunity for sales people to really work their lead database. The Dashboard makes it super easy to identify the progress stage each lead is at, and built in tools such as Live Leads, In Market Leads and the Email Response Tool make it easy to target these customers for no additional spend. Get someone responsible for sending Live Leads out each month and make the most out of every cent you spend.
3. Personalise your customer comms
As detailed in make-2019-the-year-you-personalise-your-comms.html the internet continues to be an impersonal space, and building rapport with prospective customers is key to enage with them. AutoPlay's suite of products offers ample opportunities to inject personality into the online space with Virtual Demo Videos and Video Email Response Tool. Depending on your package these tools will not cost any additional and can be a great way to drive engagement with your dealership.
4. Start using In Market Leads & Wishlists to connect your deals
The benefit of using digital tools to manage your leads is that everything gets captured. The weakness of many digital lead capture systems is they don't help salespeople connect deals together. At AutoPlay we've worked hard to provide tools that help sales people digest all the overwhelming volumes of information they have access to. The Wishlist is used when your sales team cannot pin a customer down to a particular vehicle in stock. It will automatically alert the salesperson when a matching vehicle comes into stock, or is appraised on another deal. In Market Leads serves a similar purpose - when a new vehicle comes into stock or the price of an existing vehicles is dropped the system will look at all of the leads that have been captured (based on customisable criteria), and alert the manager to those customers that might be interested in the price dropped or new listing. These tools are built into the standard Sales Pipeline so will not cost any additional money - use them!
5. Understand Reporting
It's hard to make decisions if you don't understand what is happening - so understanding reporting is critical to your success with AutoPlay Sales Pipeline. Reporting can be more than just tracking the past - it can also identify opportunities for the future and now. If you know you convert 50% of your Test Drives to Sales via the Lead Conversion Report, and you know you've got 40 leads sitting at Test Drive Progress via the Sales Pipeline Report then it's easy to connect the dots and work out a plan to convert 20 of those leads into Test Drives. AutoPlay has a wealth of reports from raw data extracts in the form of the Lead Audit, to the 15+ reports in reporting.autoplay.co.nz. If you are a Sales Manager it's critically important that you understand what the reports are showing you.
If you want to talk to someone about any of these functions contact email@example.com and one of our Account Managers will get in touch.
Recently I stumbled across one of the ubiquitous “top digital trends for 2019” articles that you see at this time of the year, every year. One of the key trends I’ve seen identified repeatedly is the need to personalise your communications with your potential customers.
Video is one way you can easily personalise your communication, with the added benefit of being one of the more effective ways to engage with potential customers. As you can see from the images above, according to Google 56% of shoppers could be convinced to buy a car from a 360-degree video without having to test drive the vehicle. In addition, 40% of shoppers who watched a video about cars or trucks visited a dealer as a result.
It is said that some industries are already seeing up to a 30% increase in close rates (Adpearance). At AutoPlay we’ve run our own surveys about the AutoPlay Video Email Response tool and have had dealers report back increases of 60% when replying to customer enquiry with video, as opposed to tradition text-based emails. There’s clear evidence that personalising your customer comms will drive higher engagement from potential customers.
So how can you utilise the AutoPlay suite of products to personalise your customer communication?
1. AutoPlay Virtual Demo Videos
Personalising your customers web experience is difficult, however steps can be taken to inject personality into the online space via AutoPlay Virtual Demo videos. These videos let dealerships customise their own recording scripts, and record their own unique voiceovers on listing videos – a great way to introduce the dealerships personality into the online space.
2. Embed Youtube Videos
If you have an AutoPlay Vehicle Display Page you will be able to embed a Youtube video into the VIDEO LINK field in the AutoPlay Studio. This allows dealerships to embed any video they have rights to use, within their AutoPlay vehicle stock page.
3. AutoPlay Video Email Response Tool – Stitched Video
The AutoPlay Video Email Response Tool was one of the first digital communication tools that AutoPlay built and is still going strong to this date. The Email Response Tool allows salespeople to inject their personality into the online space, and has proven to be an effective way of building rapport with prospective customers. Although we are a tech company, we have an old school mentality when it comes to emails – you are not likely to sell a car directly from an email, but how you reply to email enquiries will directly affect your prospective customers decision to visit the dealership. The default mode for the email tool is to stitch the audio onto the existing images – making it extremely easy to build straight from the app.
4. AutoPlay Video Email Response Tool – Filmed Video
If you are using the iOS App you can utilise the camera on your iphone/ipad to film a true video walk around of the car – hopping in and out, opening the boot and engine bay and even starting the engine. Filming a true video definitely takes more skill and confidence than recording a voice-over, but can really help to personalise the experience for potential customers.
After an up and down last few months saw strong growth in Lead and Test Drive volume in October 2018, November bucked the trend with decreases across all 3 KPI’s for AutoPlay customers. Leads decreased by 2.5%, Test Drives by 5.2% and Sales by 4.1%.
Reflecting the overall trend of a decrease in Lead volume, most sources decreased in the month of November. ‘Web – Dealer’ leads decreased by 6.8% from Octobers high, and whilst ‘Web – Classified’ still accounted for the second most leads across AutoPlay customers, dealers also saw a decrease in the number of leads from this source by 2.5% from month to month. ‘Brand’ generated leads continue to provide dealers a reliable source of leads and were one of the few sources to buck the trend – increasing by 4.7% from October to November.
As with Leads, the overall number of Test Drives decreased in November (vs October 2018). Test Drives from ‘Web – Dealer’ generated leads decreased by 7.8%, but dealer websites still remain the most fruitful place to generate Test Drives. ‘Direct’ Test Drives continue to firm as the second most popular source of Test Drives with a small 2.0% increase from October to November. As with October, Test Drives generated from ‘Brand’ leads accounted for the 3rd most Test Drives, but decreased by 11.7% from the previous month.
Sales across all Lead Sources decreased by 4.1% from October to November 2018. The same three sources accounted for the most Sales in November with ‘Web – Dealer’ decreasing by 1.5%, ‘Web – Classified’ decreasing by 0.5% and ‘Repeat’ decreasing by 3.3%.
Lead Source reports are just one of the reports available to dealerships and OEM’s who use AutoPlay Sales Pipeline. To find out more about the range of reports available via AutoPlay contact us on firstname.lastname@example.org or +64 9 361 1505.
AutoPlay are at the forefront of delivering innovative digital tools that are designed to enhance our customers day-to-day activities - whether it be through helping our Dealers become more efficient or by assisting them to drive a higher level of sales performance chances are we’ve got a solution that works for your Dealership.
We’ve been working closely with the team at MotorWeb - Trademe’s vehicle data business to develop a more tailored solution to support the vehicle appraisal process. Recognising not all vehicles are subsequently traded Sales Consultants and Managers have asked for a more targeted report to help them carry out appraisals.
Both AutoPlay and MotorWeb are committed to promoting best practice within the automotive industry. Our workflows are designed to protect both Dealers and their customers. MotorWeb’s reports help you meet both your legal obligations and financial compliance checks, leaving nothing to chance.
The new Appraisal Report will provide your sales team valuable insights at the very start of the process, upfront when you need to engage in great customer conversations.
So what are some of the benefits of an Appraisal Report?
How’s the Appraisal Report integrated within AutoPlay?
If you are currently using the MotorWeb VIR service in NZ via AutoPlay you will notice it change over automatically on 5/12/18. If you do not currently use this service within AutoPlay you can sign up via email@example.com. There is no additional charge from AutoPlay to use this function within the Sales Pipeline.
What’s the next step if we decide to purchase the Vehicle?
The MotorWeb Vehicle Information Report (VIR) will always be required to comprehensively check the vehicle before making any payment, as it checks a whole range of financial conditions including legal ownership, registered finance securities and will soon form part of your obligations under The Anti-Money Laundering and Countering Financing of Terrorism Act 2009 (AML/CFT). The VIR is only available through the MotorWeb Dashboard or if we’re integrated within your Dealer Management System (DMS).
To find out more about this service or sign up, please contact the MotorWeb Dealer Support team on 0800 668 679 or email firstname.lastname@example.org
View an example of the Appraisal Report from MotorWeb
So much of the focus is on generating new leads, that dealerships sometimes neglect to work the leads they have already generated. In this day and age potential customers are not contacting your dealership for s**ts and giggles - they have made contact because they are interested in buying a car.
We all know that most dealers are only closing 20-25% of their leads, which makes it critically important that you have the right tools to help you follow up with the majority of customers who are not purchasing from you. AutoPlay has a number of built-in tools to help dealerships focus on retargeting leads they have already spent money to acquire.
AutoPlay Sales Pipeline includes the built-in functionality to send video eDM’s to your captured leads. Sending Live Leads is integrated with the Sales Pipeline Dashboard and allows dealerships to target specific types of leads that they have already captured in the past.
1. Capture your leads as per business-as-usual
2. At the end of the month review your leads and decide on who you want to target
3. Click on LIVE LEADS then click on the + CREATE NEW LIVE LEADS EMAIL button on Desktop or iOS
4. Choose whether you want to manually set follow up, or use your default follow up settings (i.e create a calendar follow up automatically if a recipient watches X videos)
5. Select your Live Leads template and who you want to send the email from
6. Write a Subject Line and an intro message if required, and click SAVE
7. Select your Listings. Only listings with videos are included so if your desired listing does not have a listing go into the Listings screen and build a video via the burger menu>Listing>Rebuild MP4
8. Click on BUILD RECPIENT LIST to build a list of recipients for your email. You can select from any combination of leads including targeting only those that enquired on certain make/models, or those that only made it to Test Drive
9. Once you have built your list click SAVE and you can VIEW RECORDS to see who your email will be sent to. Your recipient list will be built from the leads you have previously captured.
10. PREVIEW and SEND your email
11. Once sent, wait a couple of hours and then you can click on RESULTS to view which recipients have opened the email, and watched videos. You can click on the VIEWED column to see which individual vehicles they viewed within the email
12. If you have your follow up set to automatic, AutoPlay will automatically create follow up calendar events against anyone that meets your follow up threshold – i.e. they watched at least 3 videos.
13. If you prefer to manually control your follow up you can select the leads you want to follow up with and click on the CREATE NEW LEAD button. This will create a new lead if your lead is closed, or add a calendar event if your lead is still open
14. Follow up your hot leads via the Dashboard
15. Next month, rinse and repeat. It is recommended that you don’t contact the same recipient more than once a month. Practically it is easier to create smaller, target groups that give your sales team a better chance of actually following up individually with recipients who interact with your email
You can read more about Live Leads here https://www.theplaybook.co.nz/playbook/coming-soon-integrated-live-leads
IN MARKET LEADS
As well as using Live Leads to qualify who to follow up with, you can also use In Market Leads to identify potential customers that might be interested when you lower the price of a vehicle, or a new vehicle comes into stock.
1. Capture your leads as per business-as-usual – making sure to qualify them to a vehicle
2. Every week check your IN MARKET LEADS screen. The In Market Leads screen is set up to show listings that have been recently added, or listings that have had a recent price decrease. There is a default setting for your dealership, but you can create your own preference using the PREFERENCES button
3. The In Market Leads screen will automatically return the Leads that have enquiries on similar cars to your new/price dropped listings. A Lead is identified as being similar based on the In Market Leads settings you have in PREFERENCES
4. It is recommended that you play with these settings to ensure you get a good balance between returning enough leads to follow up with, and returning too many leads to reasonably do anything with. A good starting point is match on Make, Model, Year (-1 to + 1) or Price (- $2500 to +$2500). Alternatively swap out make and model for Body Type if your customers are flexible on models
5. If you find a matching lead that you feel might be interested in the new/price dropped listing you can click on the record to view the lead, and + to schedule follow up. In Market Leads creates the perfect opportunity to communicate with leads that might have gone cold, with the introduction of a similar car that may tickle their fancy
You can read more about In Market Leads here https://www.theplaybook.co.nz/playbook/introducing-in-market-leads-making-buyer-matching-easy
AutoPlay Sales Pipeline is a pre-sales lead management tool designed for dealerships, dealer groups and automakers