Operational Evaluation

Thanks for your interest in Digital Sales Training and Consulting services from our company.  Please complete the following survey to analyze your current operation and learn about the areas we focus on in our training.

This will just take a few moments and the goal is to clearly identify where we should focus our efforts to help you reach your goals.

Each checked YES box = 5 points and you will have an opportunity to see your points value at the end.

Best,

David Kain

Section I

Vision & Goals:
A successful internet operation starts with clearly defined vision and goals that are communicated throughout the dealership:

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* 1. Dealership Contact Information.

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* 2. Your company website address

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* 3. Please provide your title

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* 4. Please describe the type of training you would like for your dealership?

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* 5. Our dealer/general manager has outlined and published to our management team our internet vision

Example: ABC Automotive uses internet marketing to enhance our vehicle sales and profits while focusing on providing….

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* 6. Our dealership leads our market in most Internet sales categories – close rate, sales, response time

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* 7. Our dealership has established a practice of setting monthly appointment, sales and profit performance goals for our Digital Sales Operation

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* 8. Please complete this sentence..."The reason our dealership wants to establish a Digital Sales Operation is to..."

Section II

Customer Experience:
Internet customers appreciate a quick and easy process:

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* 9. Our Dealership (Group) wants to provide a Market Leading Experience to our customers who contact us via the Internet or Phone.

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* 10. Our Internet customers can expect our entire dealership team to understand their unique buying needs including the floor salespeople, New and Used sales managers, finance managers, etc.

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* 11. Please describe the "Experience" you feel like your dealership would like to provide to your Internet Prospects when they submit a request for a quote or other information...

E.g. "We want to respond within ____ (time) and then provide straightforward information that meets the request of the prospect and..."

Section III

Structure:
A common thread in successful Internet operations is a structure that works seamlessly with the sales and finance departments:

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* 12. Our sales and finance management team helped design our Internet sales and inbound call sales process and are engaged daily in helping our Internet operation be successful

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* 13. Please describe your current structure along with others you have experimented with in the past and then provide insight into what structure you would think would be best for your dealership...

E.g. "We have had one person responding to the leads and then we tried an appointment setter...then a..."

"We have seen a setup like....and would like to try that with your guidance"

Section IV

Strategies for lead handling:
The foundation of every successful Internet operation is the lead handling process

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* 14. We have a well-structured follow-up process for inbound leads and calls that outlines clearly the steps to drive connections and gain appointments.

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* 15. We respond first by phone to increase immediate connections and continue to market until our prospects respond or unsubscribe using a combination of telephone, email, text, chat, video, etc.

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* 16. Our managers review each and every lead to ensure they are receiving the best possible attention.

Section V

Tactics
Lead Handling is science but Tactics are the Art of the process:

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* 17. We use effective telephone guides, scripts or word tracks approved by sales management when calling our customers

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* 18. We use effective email communication tactics approved by sales management when emailing our customers

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* 19. We create and send personal videos of the selected vehicle or selection of vehicles or just a personal "at my desk" video to each Internet prospect.

Section VI

Technology:
Technology should enhance your lead handling process and make it easier to remember prospects intentions so you have better communications:

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* 20. Our dealership has an effective CRM tool and we provide ongoing training to ensure they use it to the full extent.

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* 21. Our team members embrace new technology and tools and are proficient in using it daily to manage processes

Section VII

Marketing
Digital marketing is the catalyst of a successful operation:

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* 22. Our dealership has a productive and engaging website that generates a high volume of phone calls and electronic leads

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* 23. Our dealership website has customized descriptions of our used vehicles with high quality photos and “on the market pricing”

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* 24. We are cautious but progressive when it comes to selecting our lead and online marketing service providers.

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* 25. Our dealership has a return on investment from our Internet marketing that is 5x the cost (e.g. $1000 spent = $5000 revenue)

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* 26. We have an effective database marketing plan in place so we can market to our customers and prospects two or more times each month

Section VIII

Metrics and Reporting Formats
What gets measured gets improved:

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* 27. We measure our lead sources each month on engagement, appointment kept rate, close rate, gross per sale and cost per vehicle sold and we use this data to hold our lead sources accountable to better quality

The total accumulation of points is not a clear indicator of whether your dealership will be successful selling vehicles on the Internet. The rankings are subjective and based on the experience and results of clients of KainAutomotive.com. Please use the point total as a guideline of where you may have areas of opportunity within your dealership.

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