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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. 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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Presentation Transcript
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Joe Castle

CEO

Castle Auto Group

SOCIALDEALER

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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"
slide4
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
slide5
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
slide6
A "Traditional Dealership" Structure

NOT EFFECTIVE!

FRUSTRATION SETS IN

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A "DigitalDealership" Structure

REPLACE FRUSTRATION WITH SATISFACTION

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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
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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
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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
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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
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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
slide15
Efficient Organization is greater than Superstar Employees

A "Digital Structure" allows continuous improvement

More Customer-Centric Organization

Greater Employee Engagement

slide16
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
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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
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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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