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
• Father
• Coach
• Salesman
• Consultant

• Manager
• Entrepreneur
• Internet Director
• Writer
• Presenter
2

The More Things Change . . .
 INTRODUCTION

 INSPECT

 FUNDAMENTALS

 FIRST

DAY
 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

• Everything
• ISMs
• Accuracy
• IT DIDN’T HAPPEN!
• Daily
• CYA

August 2007 Internet Leads
Total
New
1
15
13
2
25
19
3
16
10
4
18
15
5
6
41
34
7
8
6
8
14
12
9
13
11
10
20
16
11
17
15
12
13
31
28
14
18
15
15
17
13
16
20
13
17
10
9
18
19
15
19
20
42
7
21
20
19
22
20
18
23
32
29
24
21
19
25
10
9
26
27
21
20
28
21
15
29
19
17
30
29
23
31
16
11
553
Current closing percentage:
Tracking total internet sales:

431

Used

Sold
2
6
6
3

1
1
3
3

7
2
2
2
4
2

2
1
1
1
0
1

3
3
4
7
1
4

4
1
1
1
2
2

5
1
2
3
2
1

3
1
1
4
0
3

1
6
2
6
5

2
5
0
5
5

92

54

working days
27

114

SLS

7

AutoMart
AUSA

31

Dealix

109

Outsell

30

Veretech

41

cars.com

61

AutoTrdr

6

113

115

GMBP

103

Website

34

E-Auto

109

145
Autos/CD

9.8%
54.0

22

TrueWeb
214
38.7%
106

553
Tracking

8

553.0

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

• Teaching
• First day
• Phone
• Emails
• LPs
• Standards

BETO

DATE

JOE
JOE
JOE

RICK

DPTMT

LDS

OK

%

LDS

OK

%

LDS

OK

%

LDS

OK

%

1-Jun
2-Jun

5
4

2
4

40.0%
100.0%

0
0

0
0

0.0%
0.0%

9
8

8
8

88.8%
100.0%

14
12

10
12

71.4%
100.0%

4-Jun
5-Jun
6-Jun
7-Jun
8-Jun
9-Jun

6
16
0
8
3
3

6
16
0
6
3
3

100.0%
100.0%
0.0%
75.0%
100.0%
100.0%

2
8
4
0
7
8

1
5
4
0
6
8

50.0%
62.5%
100.0%
0.00%
85.7%
100.0%

6
2
3
12
12
2

6
2
3
11
12
2

100.0%
100.0%
100.0%
91.6%
100.0%
100.0%

14
26
7
20
22
13

13
23
7
17
21
13

92.8%
88.4%
100.0%
85.0%
95.4%
100.0%

11-Jun
12-Jun
13-Jun
14-Jun
15-Jun
16-Jun

10
9
0
10
3
5

7
9
0
9
3
5

70.0%
100.0%
0.0%
90.00%
100.0%
100.0%

10
5
11
4
6
4

9
4
10
4
4
3

90.0%
80.0%
90.9%
100.0%
66.7%
75.0%

3
5
9
7
5
1

3
5
9
7
5
1

100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

23
19
20
21
14
10

19
18
19
20
12
9

82.6%
94.7%
95.0%
95.2%
85.7%
90.0%

18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun

8
6
0
5
9
5

7
5
0
2
9
5

87.5%
83.3%
0.0%
40.0%
100.0%
100.0%

5
12
10
0
7
4

5
10
7
0
7
2

100.0%
83.3%
70.0%
0.0%
100.0%
50.0%

7
5
8
6
6
8

7
5
8
6
6
5

100.0%
100.0%
100.0%
100.0%
100.0%
62.5%

20
23
18
11
22
17

19
20
15
8
22
12

95.0%
86.9%
83.3%
72.7%
100.0%
70.6%

25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun

13
8
0
7
2
4

11
8
0
5
2
4

84.6%
100.0%
0.0%
71.4%
100.0%
100.0%

7
9
8
0
10
4

7
6
6
0
9
3

100.0%
66.6%
75.0%
0.0%
90.0%
75.0%

4
0
11
9
9
5

4
0
11
9
9
5

100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

24
17
19
16
21
13

22
14
17
14
20
12

91.6%
82.3%
89.4%
87.5%
95.2%
92.3%

149

131

87.9%

145

120

456

408

89.4%

TOTAL

82.7% 162 157 96.9%

10

The More Things Change . . .
First Day Requirements

• “INSTANT GRATIFICATION”
• AutoResponder
• 1st day leads: email / phone
• Validity
• Cycle
• Source, email, domain
11

The More Things Change . . .
Active vs InActive Leads

• National

• 125 – 150
• Active
• Impact

Leads Out
Daily

New Leads In
Daily

• Lost opportunities
• IN - OUT
• Automated

Active
Leads
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
• Excel

O'Rielly Internet Solds - 2007
60
50

• Consistency

40

• Opportunities

20

30

Solds

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
• ONE PAGE
• $ Spent / $ Earned
• Month-end
• Trending
• Hot buttons
• Increases

Lead Provider
* Dealix
* AUSA
* cars direct
* cars.com
* E-Auto
* BlackBookOnline
* Chat
Sub-Total Paid LP
Website
AutoTrader
GM-GMBP-GMTP
Sub-Total Other

# Leads # Sold Clsg %
109
3
2.8%
31
3
9.7%
22
0
0.0%
61
5
8.2%
109
14
12.8%
41
5
12.2%
30
4
13.3%
403
34
8.4%

COST
($2,289.00)
($620.00)
($385.00)
($750.00)
($399.00)
($399.00)
($375.00)
($5,217.00)

Profit
$2,635.00
$6,588.00
$0.00
$23,828.00
$26,193.00
$21,114.00
$10,192.00
$90,550.00

Net
$346.00
$5,968.00
($385.00)
$23,078.00
$25,794.00
$20,715.00
$9,817.00
$85,333.00
$19,424.00
$3,895.00
$19,385.00
$42,704.00

34
6
103
143

10
1
9
20

29.4%
16.7%
8.7%
14.0%

$19,424.00
$3,895.00
$19,385.00
$42,704.00

546

54

9.9%

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

ROI
$1.15
$10.63
$0.00
$31.77
$65.65
$52.92
$27.18
$17.36

$25.54

Internet Department Report - O'Rielly Chevrolet
YTD, 2007

YTD = April - August

Lead Provider
* Dealix
* AUSA
*cars direct
* cars.com
* E-Auto
* BlackBookOnline
* Chat
Sub-Total Paid LP

# Leads # Sold Clsg %
COST
Profit
Net
440
24
5.5% ($9,240.00) $56,303.00 $47,063.00
181
11
6.1% ($3,620.00) $23,702.00 $20,082.00
65
1
1.5% ($1,137.50)
$7,151.00
$6,013.50
197
17
8.6% ($2,400.00) $43,788.00 $41,388.00
303
35
11.6% ($1,995.00) $81,338.00 $79,343.00
155
13
8.4% ($1,995.00) $36,619.00 $34,624.00
132
12
9.1% ($1,675.00) $34,174.00 $32,499.00
1473
113
7.7% ($22,062.50) $283,075.00 $261,012.50

Website
AutoTrader
GM-GMBP-GMTP
Sub-Total Other

185
38
598
821

41
7
46
94

2294

207

22.2%
18.4%
7.7%
11.4%

$99,499.00
$22,518.00
$111,318.00
$233,335.00

ROI
$6.09
$6.55
$6.29
$18.25
$40.77
$18.36
$20.40
$12.83

$99,499.00
$22,518.00
$111,318.00
$233,335.00

15
9.0% ($22,062.50) $516,410.00 $494,347.50

$23.41

The More Things Change . . .
“Pigpen”

1st month
followup 4 contacts

2nd month 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
stay the same!

17

The More Things
Change , The More
They Stay The Same
Craig Criswell
craig@orielly.com or
craig@internetcertifieddealer.com
520 269-1660

18

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