The More Things

Change . . . . .

AAISP National Conference

Craig Criswell, O’Rielly Chevy & Internet Certified Dealer
October, 2007
1
 The More Things Change . . .

The More They Stay the Same

Craig Criswell • Teacher • Manager

• Father • Entrepreneur
• Coach • Internet Director
• Salesman • Writer
• Consultant • Presenter
2
 The More Things Change . . .

 INTRODUCTION  INSPECT
 FUNDAMENTALS  FIRSTDAY
 INSTANT GRATIFICATION  ACTIVE VS INACTIVE
 WEBSITE  SUBLIMINAL MKTG
 LEAD PROVIDERS  REPORTS
 DOCUMENTATION  ROI
 PROCESSES  SUMMARY

3
 The More Things Change . . .
Fundamentals
• Technology
• Instant Gratification
• People
• SOP
• Website
4
 The More Things Change . . .
Instant Gratification
• ASAP
• Response Time
• SEO/SEM
• Website
• Niche
• Phone 5
 The More Things Change . . .
Website
• Closing %
• Must be:
• Current - Flawless - 2 clicks
• SEO/SEM

• Get ‘em once you’ve got ‘em!!

• Subliminal marketing
• Keep it fresh 6
 The More Things Change . . .
Lead Providers
• BALANCE
• Accountable
• ROI
• 30 days
• 90 days
• Duplicates
• Phone 7
 The More Things Change . . .
Documentation
August 2007 Internet Leads
Total New Used Sold working days

• Everything 1
2
3
4
15
25
16
18
13
19
10
15
2
6
6
3
1
1
3
3 114 SLS
27

7
5
6 41 34 7 2 AutoMart

• ISMs
7 8 6 2 1
8 14 12 2 1 AUSA 31
9 13 11 2 1
10 20 16 4 0 Dealix 109
11 17 15 2 1 113
12 Outsell 30

• Accuracy
13 31 28 3 4
14 18 15 3 1 Veretech 41
15 17 13 4 1
16 20 13 7 1 cars.com 61
17 10 9 1 2
18 19 15 4 2 115 AutoTrdr 6

• IT DIDN’T HAPPEN!
19
20 42 7 5 3 GMBP 103
21 20 19 1 1
22 20 18 2 1 Website 34
23 32 29 3 4
24 21 19 2 0 E-Auto 109

• Daily
25 10 9 1 3 145
26 Autos/CD 22
27 21 20 1 2
28 21 15 6 5 TrueWeb
29 19 17 2 0 214
30 29 23 6 5 38.7%
31 16 11 5 5 106 553

• CYA 553

Current closing percentage:

431

9.8%
92 54 Tracking

8
553.0

Tracking total internet sales: 54.0

 The More Things Change . . .
Processes
• Buy In
• People
• SOP
• Improvement
• Fast & Frequent
• Pigpen
9
 The More Things Change . . .
FIRST DAY REPORT FOR JUNE
Inspect What You Expect BETO JOE
JOE
JOE RICK DPTMT
DATE LDS OK % LDS OK % LDS OK % LDS OK %

• Teaching 1-Jun
2-Jun
4-Jun 6
5
4
2
4
6
40.0%
100.0%
100.0%
0
0
2
0
0
1
0.0%
0.0%
50.0% 6
9
8
8
8
6
88.8%
100.0%
100.0%
14
12
14
10
12
13
71.4%
100.0%
92.8%
5-Jun 16 16 100.0% 8 5 62.5% 2 2 100.0% 26 23 88.4%
6-Jun 0 0 0.0% 4 4 100.0% 3 3 100.0% 7 7 100.0%

• First day 7-Jun

8-Jun
9-Jun
8
3
3
6
3
3
75.0%
100.0%
100.0%
0
7
8
0
6
8
0.00%
85.7%
100.0%
12
12
2
11
12
2
91.6%
100.0%
100.0%
20
22
13
17
21
13
85.0%
95.4%
100.0%

11-Jun 10 7 70.0% 10 9 90.0% 3 3 100.0% 23 19 82.6%

• Phone 12-Jun
13-Jun
14-Jun
9
0
10
9
0
9
100.0%
0.0%
90.00%
5
11
4
4
10
4
80.0%
90.9%
100.0%
5
9
7
5
9
7
100.0%
100.0%
100.0%
19
20
21
18
19
20
94.7%
95.0%
95.2%
15-Jun 3 3 100.0% 6 4 66.7% 5 5 100.0% 14 12 85.7%
16-Jun 5 5 100.0% 4 3 75.0% 1 1 100.0% 10 9 90.0%

• Emails 18-Jun
19-Jun
8
6
7
5
87.5%
83.3%
5
12
5
10
100.0%
83.3%
7
5
7
5
100.0%
100.0%
20
23
19
20
95.0%
86.9%
20-Jun 0 0 0.0% 10 7 70.0% 8 8 100.0% 18 15 83.3%
21-Jun 5 2 40.0% 0 0 0.0% 6 6 100.0% 11 8 72.7%

• LPs
22-Jun 9 9 100.0% 7 7 100.0% 6 6 100.0% 22 22 100.0%
23-Jun 5 5 100.0% 4 2 50.0% 8 5 62.5% 17 12 70.6%

25-Jun 13 11 84.6% 7 7 100.0% 4 4 100.0% 24 22 91.6%

26-Jun 8 8 100.0% 9 6 66.6% 0 0 100.0% 17 14 82.3%

• Standards
27-Jun 0 0 0.0% 8 6 75.0% 11 11 100.0% 19 17 89.4%
28-Jun 7 5 71.4% 0 0 0.0% 9 9 100.0% 16 14 87.5%
29-Jun 2 2 100.0% 10 9 90.0% 9 9 100.0% 21 20 95.2%
30-Jun 4 4 100.0% 4 3 75.0% 5 5 100.0% 13 12 92.3%
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TOTAL 149 131 87.9% 145 120 82.7% 162 157 96.9% 456 408 89.4%
 The More Things Change . . .
First Day Requirements
• “INSTANT GRATIFICATION”
• AutoResponder
• 1st day leads: email / phone
• Validity
• Cycle
• Source, email, domain
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 The More Things Change . . .
Active vs InActive Leads
• National
• 125 – 150
• Active
• Impact Leads Out New Leads In
Daily Daily

• Lost opportunities
• IN - OUT Active
Leads

• Automated 12
 The More Things Change . . .
Subliminal Marketing
• WEBSITE

• Chat
• Value your trade
• Coupon

• EMAIL

• Eyes
• Word
• Signature
• Images 13
 The More Things Change . . .
Reports
• DAILY O'Rielly Internet Solds - 2007

• Excel 60

50

• Consistency 40

30 Solds

• Opportunities 20

10

• Trending 0
April May June July August

• AM
14
 The More Things Change . . .
Internet Department Report - O'Rielly Chevrolet
August, 2007

Return On Investment
Lead Provider # Leads # Sold Clsg % COST Profit Net ROI
* Dealix 109 3 2.8% ($2,289.00) $2,635.00 $346.00 $1.15
* AUSA 31 3 9.7% ($620.00) $6,588.00 $5,968.00 $10.63
* cars direct 22 0 0.0% ($385.00) $0.00 ($385.00) $0.00

• ONE PAGE
* cars.com 61 5 8.2% ($750.00) $23,828.00 $23,078.00 $31.77
* E-Auto 109 14 12.8% ($399.00) $26,193.00 $25,794.00 $65.65
* BlackBookOnline 41 5 12.2% ($399.00) $21,114.00 $20,715.00 $52.92
* Chat 30 4 13.3% ($375.00) $10,192.00 $9,817.00 $27.18
Sub-Total Paid LP 403 34 8.4% ($5,217.00) $90,550.00 $85,333.00 $17.36

• $ Spent / $ Earned Website

AutoTrader
34
6
10
1
29.4%
16.7%
$19,424.00
$3,895.00
$19,424.00
$3,895.00
GM-GMBP-GMTP 103 9 8.7% $19,385.00 $19,385.00
Sub-Total Other 143 20 14.0% $42,704.00 $42,704.00

• Month-end 546 54 9.9%

Internet Department Report - O'Rielly Chevrolet

($5,217.00) $133,254.00 $128,037.00 $25.54

YTD, 2007 YTD = April - August

• Trending Lead Provider

* Dealix
* AUSA
# Leads # Sold Clsg %
440
181
24
11
COST Profit Net
5.5% ($9,240.00) $56,303.00 $47,063.00
6.1% ($3,620.00) $23,702.00 $20,082.00
ROI
$6.09
$6.55
*cars direct 65 1 1.5% ($1,137.50) $7,151.00 $6,013.50 $6.29
* cars.com 197 17 8.6% ($2,400.00) $43,788.00 $41,388.00 $18.25

• Hot buttons * E-Auto

* BlackBookOnline
* Chat
303
155
132
35
13
12
11.6% ($1,995.00) $81,338.00 $79,343.00
8.4% ($1,995.00) $36,619.00 $34,624.00
9.1% ($1,675.00) $34,174.00 $32,499.00
$40.77
$18.36
$20.40
Sub-Total Paid LP 1473 113 7.7% ($22,062.50) $283,075.00 $261,012.50 $12.83

• Increases Website
AutoTrader
GM-GMBP-GMTP
185
38
598
41
7
46
22.2%
18.4%
7.7%
$99,499.00
$22,518.00
$111,318.00
$99,499.00
$22,518.00
$111,318.00
Sub-Total Other 821 94 11.4% $233,335.00 $233,335.00
2294 207 15
9.0% ($22,062.50) $516,410.00 $494,347.50 $23.41
 The More Things Change . . .

“Pigpen”

1st month
followup - 2nd month -
4 contacts 2 contacts 3rd month -
1 contact

35 Active Leads
16
 The More Things Change . . .
Summary
• Valid

• Flexible
• Unique
• Process
• People
• Fundamentals
• The more things change – the more they
17
stay the same!
 The More Things
Change , The More
They Stay The Same

Craig Criswell
craig@orielly.com or
craig@internetcertifieddealer.com
520 269-1660 18