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Digital Dealership Roadmap: How to Convert your Dealership to Maximize Profits. Joe Castle. CEO. Castle Auto Group SOCIALDEALER. Drowning in a Sea of Red Ink. In 2006-07 consistently losing $100K/month Attended Seminars looking to improve digital results

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Digital Dealership Roadmap: How to Convert your Dealership to Maximize Profits

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Digital dealership roadmap how to convert your dealership to maximize profits

Digital Dealership Roadmap:How to Convert your Dealership to Maximize Profits


Digital dealership roadmap how to convert your dealership to maximize profits

Joe Castle

CEO

Castle Auto Group

SOCIALDEALER


Digital dealership roadmap how to convert your dealership to maximize profits

Drowning in a Sea of Red Ink

  • In 2006-07 consistently losing $100K/month

  • Attended Seminars looking to improve digital results

  • This had become a Do or Die situation

  • Realized it was time to make the change "internally"


Digital dealership roadmap how to convert your dealership to maximize profits

What is a "Digital Dealership?"

What you will learn:

  • How the Organizational Structure needs to Change

  • How to Implement a new sales process around a digital world

  • How your advertising strategy will change

  • Results: What to expect in Sales and Profits


Digital dealership roadmap how to convert your dealership to maximize profits

Why Digital wasn’t producing better results??

  • I saw minor improvements but I believed there was much more

  • The traditional structure is not suited to a digital strategy to MAXIMIZE Results

  • Realized it was my structure

    • Go from selling 80 cars/month to 220 cars/month using the exact same tools


Digital dealership roadmap how to convert your dealership to maximize profits

A "Traditional Dealership" Structure

NOT EFFECTIVE!

FRUSTRATION SETS IN


Digital dealership roadmap how to convert your dealership to maximize profits

A "Traditional Dealership" Structure


Digital dealership roadmap how to convert your dealership to maximize profits

A "DigitalDealership" Structure


Digital dealership roadmap how to convert your dealership to maximize profits

A "DigitalDealership" Structure

REPLACE FRUSTRATION WITH SATISFACTION


Digital dealership roadmap how to convert your dealership to maximize profits

The Game has changed…so the Structure needs to Change

  • Its TIME to make a transition in the process

    • From people-dependent to process-dependent

    • More digital customer oriented focused

    • Easy to adapt to new products/technologies


Digital dealership roadmap how to convert your dealership to maximize profits

Dirty Detail #1 : Leadership/Rollout

  • Vision

  • Employee Buy-In

  • Commitment

    • If you want to maximize ROI, this takes time

    • Be Prepared to Be Patient

    • You Need the Right People to carry this through

    • Every Employee needs to be trained on the new digital marketing strategy

  • Execution


Digital dealership roadmap how to convert your dealership to maximize profits

Dirty Detail #2: Change in People/Pay Plans

  • Loss in Personnel/Shift in Roles

  • Kickback from Sales Consultants/Managers

  • Pay Plans will have to change

    • Headcount will rise

    • Total Personnel compensation remains the same


  • Digital dealership roadmap how to convert your dealership to maximize profits

    Dirty Detail #3: Measurement Changes

    Old Measurements:

    • Floor Traffic/Up Count

    • Test Drives

    • Closing Ratios

      New Measurements:

    • Appointments Set/Shown

    • Phone Calls

    • Vehicle Detailed Page Views (VDPs)

    • Website Traffic/Leads Generated

    • Social Media Traffic/Growth/Engagements

      New Habits:

    • Day-to Day Job Duties will be different for everyone

    • Holding Different people accountable

    • Different expectations than before


    Digital dealership roadmap how to convert your dealership to maximize profits

    Other Changes you will see

    • Closing Ratios will skyrocket

      • Advertising Expenses Decrease

      • More Unity between Departments

      • Sales Responsibility

      • Overall Customer Experience

      • Better Foundation for Growth

      • Less Employee Turnover


    Digital dealership roadmap how to convert your dealership to maximize profits

    Efficient Organization is greater than Superstar Employees

    A "Digital Structure" allows continuous improvement

    More Customer-Centric Organization

    Greater Employee Engagement


    Digital dealership roadmap how to convert your dealership to maximize profits

    How Long Does all This Take?

    • 2-3 years minimum to implement this structure

      BUT…Once key changes are made:

    • Start Seeing results within 3 months

    • Growth occurs in 3-6 month buckets

      • 100 cars/month…then 120 cars…then 140 cars…

    • When you plateau, fine tune to get to next level


    Digital dealership roadmap how to convert your dealership to maximize profits

    Where does all this get you?

    RESULTS!

    • Huge Change in Net Profit/Cash in Bank

    • ($100k)/mo. to + $300K/mo. NET PROFIT SWING

    • Advertising PVR drops from $400 to $100

    • Consumer Satisfaction Increases

    • Sets the stage for growth and easy implementation


    Digital dealership roadmap how to convert your dealership to maximize profits

    Thank You

    Go from Average to Exceptional throughOrganizational Change

    Joe Castle

    Phone: 877.326.7624 ext 81

    Email: [email protected]

    Twitter: @joe_castle


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