How to Better Leverage Your Sales Data in Automotive

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521444240237{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Dealerships can better target buyers by using auto sales data to create personas and develop appropriate responses at the right time for different types of online shoppers.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Auto dealerships most commonly optimize their websites for consumers who are ready to buy, and the sales teams approach all leads the same way. But what about the online shoppers who are still in the discovery or research phase? What about consumers who prefer text or email over a phone call?

 

By evaluating the auto sales data captured on the website, dealerships can begin to really understand their online audience and customize interactions with specific types of consumers. In our experience, this targeted approach boosts website engagement and helps convert leads into sales.

 

“One of the foundational pieces in how you optimize your website, from every angle — not just conversions — but also content, layout, messaging, it all starts with creating personas,” says Russ Chandler, PERQ product marketing manager. “It drives your priorities, and how you optimize your site and resources.”

 

With help from PERQ’s team, Krieger Ford in Ohio created several customer profiles based on its website data. “We drilled down customers’ needs based on what they’re doing on the site, where they say they’re at in the sales funnel, and figured out what offers are most likely to resonate with them,” says Chris Thomas, Krieger Ford’s internet sales manager. “Over the past year, we’ve essentially doubled the converted leads we’ve gotten from the website.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531838829019{padding-bottom: 25px !important;}”]

Create Top 3 Customer Profiles Based on Auto Sales Data

[/vc_column_text][vc_column_text]Utilize consumer data captured through online leads to develop three or four buyer personas to target on the website. Create each consumer profile with as much detail as possible, mapping out the best way to serve each kind of customer along the buying journey. Decide which interactive tools and incentives best fit each persona.

 

“If the vast majority of your website visitors are in the research phase, you need to create processes that are optimized for those customers,” Chandler says. “Maybe, after looking at the data, you find out that only 10 percent of people on your site are actually ready to buy right now. That will drive what you do in terms of products, content and training.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531838859724{padding-bottom: 25px !important;}”]

Use Auto Sales Data to Create New Processes

[/vc_column_text][vc_column_text]Dealer Fox CEO Dan Trinidad says auto dealerships need to understand clients in all phases of the sales funnel, and learn to communicate and respond accordingly.

 

“Dealerships are all zeroed in on that last step of buying,” Trinidad says. “Once you start to understand that client at the top of the funnel, you can find ways to direct them into your dealership.”

 

Armed with detailed consumer data, Thomas at Krieger Ford says his dealership has started to rethink how they follow up with leads. “Traditionally, the BDC is successful by having a standardized process to follow for all customers. It’s a numbers game: out of this many leads using the same approach, how many can we get to convert?”

 

Thomas says it no longer makes sense to put a shopper through the standard lead process. “If a customer prefers text, says they’re looking to buy in the next week, and the next important step is to schedule a test drive, then we shoot them a text right away to see when they want to come in and do it,” Thomas says. “We have flexibility with these particular customers because of the depth of the information and quality of the lead.”

 

Traditionally, auto dealers have handled all leads the same way. When you have more consumer profile data about a consumer who visited your website, however, it’s important to pay attention to the information they shared with you. “When a consumer tells you they prefer to be emailed, and your first interaction is a call, you’re doing your business a disservice,” Chandler says. “There may be a fear of changing up your processes, but in the end, making changes will only help your dealership progress.”[/vc_column_text][/vc_column][/vc_row]

Press Release: Majority of Visitors to Auto Dealership Websites Are Brand New Prospects, According to New Study from PERQ

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Conventional wisdom is that dealer websites are used primarily by existing customers – not true: 74% of websites visitors are new to dealership; new PERQ insights also reveal how consumer preferences such as test drives, drive train and interior space impact decisions.[/vc_column_text][vc_empty_space][vc_column_text]Indianapolis, IN –March 13, 2018 – New data from thousands of consumer profiles studied by PERQ, experts in online consumer engagement and behavior, offers further evidence that the majority of visitors to dealership websites are hot new prospects who need to be guided into conversion. The research also offers key insights into the features consumers value as they make their car purchase decisions.

 

The new study, Car Buyer Insights Report 2018, defies the conventional wisdom that most dealership website visitors are existing customers. The reality? They are not: 74% are brand new– and 68% are still looking for information to educate them about the purchase, representing prime opportunities for conversion.

 

But, according to the data, while 77% are at the beginning or middle of their purchasing process, they want to transact sooner rather than later, so an efficient, engaging website experience that guides them down the purchase funnel is critical.

 

The research also offers key insights on consumer preferences that can help dealership websites better interact with these visitors, such as data on the number of cars they want to test drive (nearly a third want to test drive more than one), and what they are looking for in a drivetrain — an astonishing 59% said four-wheel or all-wheel drive is a priority.

 

In addition, the research reveals that, apart from safety, the most important feature in their prospective vehicle is interior space, which outweighs fuel economy, performance and technology, which was by far the least important feature.

 

“It’s critical for dealerships to expect their website to act as one of their best sales team members,” continued Medley.  “If they don’t, they are missing a massive opportunity, and letting all those dollars spent driving traffic turn into vapor.”

 

PERQ is known for its award-winning website technology that assists consumers in their decision making and guides them through the shopping process. Unlike other software, PERQ’s online guided shopping solution leverages consumer behavior data to serve up the next best step in the shopping process, increasing online engagement.

 

The company won multiple awards in 2017 for its software solution, including Product of the Year in the Big Business Awards and a Silver Best in Biz Award for Small or Medium Business Service of the Year.

 

The product’s success is also reflected in an over 78% increase in new clients and a tripling of revenues YOY. Most importantly, customer results were significant including generating on average 30% more leads, 15% higher close rate and 5% increase in gross profit from PERQ leads.

 

Study Methodology

 

PERQ reviewed consumer data captured from thousands of leads over 3 months, from a sampling of 350 auto dealership clients. Data is collected via all types of lead formats, and during all phases of the consumer journey in order to provide a more clear and targeted view of important consumer buying and research preferences.

 

About PERQ

PERQ (www.perq.com), a software provider that boosts website conversions by creating and delivering interactive, personalized experiences to the right consumers at the right time. Founded in 2001, PERQ solutions are used by more than 1,000 businesses across the United States. PERQ’s brands have been named to the Inc. “500 Fastest Growing Companies in America” list on three separate occasions, and PERQ Web Engagement is a 2017 Gold Stevie® Award winner for lead generation software.

 

PERQ Media Contacts

Melanie Webber, mWEBB Communications, melanie@mwebbcom.com or 949-307-1723

Cassandra Cavanah, mWEBB Communications, Cassandra@mwebbcom.com or 818-397-4630[/vc_column_text][/vc_column][/vc_row]

The Importance of Multi-Touch Attribution for Auto Sales

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]When something is attributed, that means it’s assigned to an obvious cause or source. Quotes are attributed to their speakers, for example. But it can be a lot harder to attribute someone’s decision to come to your car lot for a test drive to a certain piece of marketing or web feature.

(more…)

Irresistible Selling: How to Make Shoppers Swoon

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Ever been shopping for a tool or solution with your team when one of you cared deeply about function, visual appeal or user experience, and the other cared more about price? It’s a lot like agreeing on a restaurant or movie when you have opposite tastes. It’s a pain, and one of you (if not both) has to experience disappointment for the other to be happy.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523279637300{padding-right: 25px !important;padding-left: 25px !important;}”]

IRRESISTIBLE SELLING: HOW TO MAKE SHOPPERS SWOON

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523279678480{padding-bottom: 25px !important;}”]

Shoppers Have Different Motivations

[/vc_column_text][vc_column_text]…..Obviously. Except we often forget that when talking to prospects, we blast them with the same message and approach as if they all shared our preferences.

 

Is there any wonder that some end up ghosting you and they never respond? Even worse is when a consumer buys the very thing you’re selling from a competitor simply because something “clicked” with that other vendor.

 

So, what do you do if you’re not a natural mind reader or master of charisma? Simple. You borrow from behavioral science insights: DiSC, to be specific![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523279712439{padding-bottom: 25px !important;}”]

DiSC as a Sales Tool

[/vc_column_text][vc_column_text]In short, DiSC is a personality assessment tool that stands for DominanceInfluenceSteadinessConscientiousness — four primary personality types that behave and respond in very specific ways.

 

Each of us falls into one of those four types, although we can also have a strong, secondary type.

 

Here’s how they’re broken down:

D – Dominance

·       Results-driven

·       Cares about ROI/numbers

·       Wants quantitative data

·       Blunt and honest

·       Low tolerance for fluff; get to the point

 

I – Influence

·       Passionate, persuasive, people-person

·       Cares about who you work with (name-dropping reputable clients would impress them)

·       Somewhat ego-driven; want to know how you’ll make them look good

·       Optimistic

S – Steadiness

·       Dependable, values cooperation and sincerity

·       Prioritizes trust and relationships

·       Prefer team-oriented environments

·       Doesn’t like to be rushed

C – Conscientiousness

·       Highly logical

·       Quality, accuracy, competency matter greatly

·       Analytical and objective (many IT pros fit here)

·       Wants details and fears being wrong

 

What do you do with this information?

 

Understanding the target persona you’re selling to enables you to hit the right points that makes your target say, “Yes! You get me!”

 

Before crafting your marketing content or sales pitch, sit down and identify the types of decision-makers you’re targeting, and which DiSC quadrants they fit into.

 

If you need to create secondary content that appeals to other team members influencing the buying decision, think about their DiSC profile as well. Keep in mind that people can fall into more than one quadrant — I and S, for instance.

 

Having identified the DiSC types you’re dealing with, use that insight to craft messaging that speaks to them. Here are some examples:

 

  •       D: ROI-focused content. Got numbers to support your claims? Show ’em.
  •       I: Case studies, benefits-driven content.
  •       S: Testimonials, education, relationship-focused content.
  •       C: Processes, step-by-step guidance, feature details.

 

What about other personality assessment tools?

 

Like DiSC, Myers Briggs is a popular personality assessment tool we often see in hiring/employee screening scenarios. For selling purposes, we advocate using DiSC for a couple of reasons:

 

  •       Myers Briggs is solely focused on the individual, instead of interpersonal interactions.
  •       Myers Briggs offers 16 possible results, while DiSC offers infinite possibilities depending on where you land in the four quadrants. At the same time, DISC is much more defined, easier to understand and articulate.

 

Finally, keep in mind that your audience will have different types of learners: Visual (65%), Auditory (30%), and Kinesthetic (5%). It’s helpful to create content in different formats to cater to all learning types.

 

Have you ever read something and felt as if the person writing knows you intimately and is speaking directly to you? That’s the experience DiSC enables you to offer your prospects. That’s also the experience that puts money in your pocket.[/vc_column_text][/vc_column][/vc_row]

How Property Managers Can Appeal to Millennial Renters

How Property Managers Can Appeal to Millennial Renters

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]It’s pretty common to hear people blaming the millennial generation for “killing off” various industries. Throughout every decade, there’s always been a younger generation that has encountered some sort of criticism. After all, younger generations (regardless of decade) grown up surrounded by newer forms of technology that make their lives easier. These shortcuts are often viewed by older generations as “lazy,” and therefore, they’re viewed as “entitled.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Regardless of how people feel, it’s only natural for Millennials to  expect newer forms of technology (smartphones, laptops, tablets, etc.) to improve every aspect of their lives —  whether they’re driving, working, or shopping.

 

When it comes to apartment hunting, Millennials want the same quick, ease of access they’ve come to expect. They want to find the right information from rental properties quickly and easily. Considering the majority of your prospective renters will likely be Millennials, your rental property website should cater to them. Here’s how:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792181473{padding-bottom: 25px !important;}”]

Have A Clear And Uncluttered Layout

[/vc_column_text][vc_column_text]It shouldn’t come as a surprise that millennials will likely start looking for apartments online. Jordan Corrigan, a 34-year-old recent apartment hunter in Rochester, Minnesota, confirmed that the web is the number one place to find rental listings, as well as anything else he may need to purchase.

 

Cluttered and confusing layouts will look untrustworthy or give off an out-of-date vibe. Make sure that your site has an easy-to-understand display with menus and navigation that makes sense.

 

“Cluttered and confusing layouts will look untrustworthy or give off an out-of-date vibe.”

 

A poorly laid out website might have some younger residents running for the hills.ls.In the past, Corrigan has had difficult with different websites, especially when jumping from platform to platform, being left uncertain of where to click to find the next bit of info.

 

“Some (websites)  list the information in one place, others might only show a little bit of info.” Corrigan says.  It’s hard to find a resource that has all your housing options in one place. You have to look all over to find the information you need.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792279576{padding-bottom: 25px !important;}”]

Make Information Easy To Find

[/vc_column_text][vc_column_text]If a millennial is used to being able to find the closest Thai restaurant or best nearby in a few seconds, they’re going to get fed up if they’re unable to locate basic apartment information like price or floorplans. Corrigan was recently seeking out apartments online and had a frustrating experience for this very reason.

 

“I’d like to be able to see the inside of it easily without having to physically go there,” he said. “I want to know the layout and the condition of the property before I decide to head in for a tour. I also want to easily find the basic information: floor plan, square footage, amenities, and price. I shouldn’t have to search around for that.”

 

Aside from basic efficiency, one reason millennials may desire easy-to-find information may come from an inherent distrust of brands. A study performed by the McCarthy Group says that 84 percent of millennials do not have faith in traditional advertising. They see businesses as misleading and untruthful, so any difficulty they have in locating basic apartment details may come off as a ploy to deceive them.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792286939{padding-bottom: 25px !important;}”]

Go Mobile

[/vc_column_text][vc_column_text]This is the generation of swipe. No longer are customers tethered to their PC or laptop, as they have unlimited computing power sitting, in their hand. There’s a good chance an apartment hunter may have foundd out about your property while lounging on the couch or waiting in line at the grocery store. In fact, 63% shop directly from their smartphones daily, and many are using them to comparison shop.

 

Sites that are not mobile friendly often have links or buttons that seem to be “broken.” This is due both to compatibility issues, in which certain browsers don’t read your site correctly, as well as your site’s design simply not properly displaying your page on a smaller screen. Luckily, there are plenty of free tools to confirm that your site will fully load, such as with this handy Google app.

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792296138{padding-bottom: 25px !important;}”]

Give Them Chances To Save

[/vc_column_text][vc_column_text]Recent studies show that millennials are most sensitive to price points than any other influencing factor. With the bottom line being at the forefront of so many young adults’ minds, anything that tells them they can save big bucks by choosing your apartment is going to be good news.

 

Implementing interactive tools like PERQ that allow them to unlock special offers and savings will give you an advantage over your competitors. Additionally, any features like the ability to pay rent online or submit paperwork will help to save them big bucks and hopefully get them interested in a potential tour.

 

“Special offers and savings will give you an advantage over your competitors.”

 

Positioning your site to be appealing to the millennial crowd may sound like a fair amount of work, but in reality, it’s just a task of making your materials sleek, helpful, and easy-to-find. By focusing on your layout and design, being upfront and transparent, and giving your younger users a chance to save, you’ll be sure to be sure to get more Millennial renters through the doors of your multifamily property.[/vc_column_text][/vc_column][/vc_row]