AM Used Car Conference Ezine

am-online.com/AMusedcar

Tuesday 21 October

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REPORT

Telford International Centre, TF3 4JH

The The The traditional traditional traditional The traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats of today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer habits, habits, habits, the the habits, the rise rise rise ofthe of digital ofdigital rise digital and ofand digital and mobile mobile mobile and devices devices mobile devices and devices and and anan increased anincreased and increased an increased need need need toto comply toneed comply comply to with with comply with regulation. regulation. regulation. with regulation.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused aBreaking customer-focused used used used used car car car sales sales car sales sales model model model model The analytics the Measuring the Before and after

ofcustomers car sales traditional customer the sale – see online, Today’s Today’s Today’s customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and and see asee a aand see a dealer sales experience showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? on the phone & Ian Godbold, model in the showroom Cambria Mike Dalloz, Automobiles Nick King, Auto managing Ray Harkin, The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales model marketing and Trader marketing Breaking director, operations CRM director research director Performance director, if if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People In People Martec Europe Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s

leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales and customer customer customer experiences. experiences. customer experiences. experiences.

Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the changes changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this?

Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hehe and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixsix will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Gen Xfor X &X& Gen Gen &Gen Gen YXY& Y Gen Y

From From From gut gut gut From instinct instinct instinct guttoinstinct to science toscience science to science

Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director &University & director director of of the &of director the the of the –– the –the the analytics analytics analytics – the analytics ofof car ofcar car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured. expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forfor for in class’ for Online strategies What every Unlock the Maximise the expected expected expected in the inexpected in the UK. the UK. UK.in the UK. combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and for Generation C customer secrets of value of used Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching Heather Yaxley, wants in the your DMS car buyers carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, see see cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can Industry digital age as as a as pragmatic aMotor pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely to be benefit Steve Meadows, Louise Wallis, benefit benefit used used used car benefit car activity. car activity. activity. used car activity.

Public Affairs motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can Scott Sinclair, development head of business support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can can dealers offer offer can offer Association industryoffer manager, director, development, ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. director

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With 67% of car buyers preferring to search through your stock between 6 - 9pm* you need to make sure you’re geared up to respond to buyers as effectively as you would during working hours. Our unique insight can help you understand how to deliver a great user experience no matter what device your buyers are using, no matter when they are searching.

For buying, selling, marketing or managing. We help you stay one step ahead.

*Auto Trader car buying interactions survey, January 2014

What drives us is you

WELCOME

Tuesday 21 October

Telford International Centre, TF3 4JH Welcome to the AM Used Car profits available for dealers who Market Conference focus on the right stock and the AMUC14_DPS_FPAD UC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Report.

Page 1 Despite manufacturers putting right price. significant focus on new car sales in The national event, held for the 2014, their franchised networks first time at Telford International need to ensure their used car Centre, attracted senior directors operations are as slick as ever and managers from franchised dealto capitalise on rising consumer erships, groups and manufacturers. confidence.

This report includes key excerpts The The The traditional traditional traditional The traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats of threats threats of today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation.

Last month’s event, with headline from the conference presentations. sponsor Auto Trader and co-sponsors CAP, The Car Finance Company The AM editorial team and Jewelultra, examined how @amchatter Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a dealers will need to engage used car E: armed am@bauermedia.co.uk showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? buyers, how they can better manage am-online.com/linkedin staff, ways they can utilise their facebook.com/ The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales model DMS better and the improved automotivemanagementuk - -if we if we we don’t don’t -don’t if redefine we redefine redefine don’tit, redefine it, the it,the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model Facebook “f ” Logo

Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales and customer customer customer experiences. experiences. customer experiences. experiences.

CONTENTS

CMYK / .eps

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CMYK / .eps

Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the changes changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this?

Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hehe and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixsix will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an retain retain retain more more more used retain used used car car more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation.and increasingly increasingly increasingly increasingly national national market. market. market. national market. the The analytics Before afternational Unlock

of car sales the sale – online, on secrets of the phone and in the your DMS Ian Godbold, Cambria showroom Automobiles marketing Steve Meadows, Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Gen Xfor X &X& Gen Gen &Gen Gen YXY& Y Gen Y From From From gut gut gut From instinct instinct instinct guttoinstinct to science toscience science to science and CRM director Ray Harkin, operations development Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director &University & director director of of the &of director the the of the –– the –the the analytics analytics analytics – the analytics ofof car ofcar car sales sales sales of car salesdirector, Europe Pinewood Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Associationdirector, Martec IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles Breaking the Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful A A successful successful website A website successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily a one dealer a dealer a dealer thinks one thinks thinks a looks dealer looks looks good, thinks good, good, looks good, traditional dealer Online strategies Maximise the 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that sales model for C value of used volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) are are Generation are can can be can be measured. be measured. measured. can be measured.

Heather car buyers expected expected expected toNick to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can be be can be Yaxley, Motor King, Auto Trader Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the inexpected in the UK. the UK. UK.in the UK. Industry Public Affairs marketing research Louise Wallis, ofand combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its full its full selection full selection selection itshead offull of products of selection products products of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used Association director services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching director business development, carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can NFDA as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely to be benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity.

Measuring the What every motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can customer experience customer support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offerwants in the digital age The road ahead ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online.

Mike Dalloz, managing director, Scott Sinclair, Industry Upcoming events Performance In People manager, Google from AM Headline Headline Headline sponsor: sponsor: sponsor: Headline sponsor:

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From iniĆ&#x;al concept to used market

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THE ANALYTICS OF CAR SALES

NEED TO KNOW

AMUC14_DPS_FPAD UC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Page 1

n Car dealers need to spend more time marketing vehicles online and ensure information is correct n Every ‘click’ can be monitored to improve a dealer’s website and increase conversions

C

ambria Automobiles believes strongly in the importance of “digital presence”.

Marketing and CRM director Ian Godbold emphasised theincluding importance of changing Godbold, Cambria The The The traditional traditional traditional TheIan traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats of today, today, threats today, including today, including changing including changing changing buyer buyer buyer buyer dealerships having good websites, especially habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation.

Automobiles marketing in an age where consumers visit up to 10 and CRM director digital showrooms before setting foot in a physical one.

He said dealers did not spend enough time marketing cars online, Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? and warned that mistakes, such as upside-down images or incorrect information, will put serious buyers off.

The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking the the the traditional traditional traditional the but traditional dealer dealer dealer sales dealer sales model model model sales “I have seen dealers upload an advert toBreaking the site, not sales check it to model if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if see exactly what it looks like to consumers,” Godbold said.

Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s Cambria’s website allows cars be tracked, ensuring each ad ismost leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales and to Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes changes in the in and in the changes used the used used car car insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this? listed correctly, with at least 20 images walk-around videos where Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a possible.

Each dealer also has to aandand dashboard showing which brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hehe access and digital hedigital digital strategy strategy strategy digital will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixadverts six will key six key outline behaviours key behaviours behaviours sixare key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand out out inout an instand in anan out in an the most popular andand which vehicles are generating leads. retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

“Every part of our website is tagged with Google Analytics,” said Godbold. Every ‘click’ is monitored to improve the site and increase conversions.

For Cambria noticed that consumers liked to Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Gen Xfor X &Xinstance, & Gen Gen &Gen Gen YXY& Y Gen Y From From From gut gut gut From instinct instinct instinct gutto instinct to science toscience science to science print the “so& director we made button bigger moved further up Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley,page Bournemouth University University University &University & director director of of the &of director the thethe of the –– the –the the analytics analytics analytics – the analytics ofand of car ofcar car sales sales sales of car it sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles the page”.

Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, Consumer activity is2013, also monitored – with ifwith someone is iswhistles’. leaving the site 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. cansomething be measured. before engaging apicture lead then there may be wrong. “You expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in the UK. people walk on your physical forecourt and let them walk wouldn’t let combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching away, well that’s what may be happening on your website,” said carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can Godbold. as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely to be benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can He also highlighted the benefits of a postcode tracker, which is used support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different for for different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. to track what other models, if any, a consumer has been looking at on your website – giving you a huge advantage when making a sale.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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BREAKING THE TRADITIONAL DEALER SALES MODEL

Tuesday 21 October

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NEED TO KNOW Telford International Centre, TF3 4JH n Dealers’ websites must stand out – a quarter of car consumers will visit more than 10 n Forecourt visits are down 41% year-on-year. Half of those visitors turn up unannounced

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dealer’s website is a needle in a haystack and a quarter of car consumers will visit more than 10 websites, said Nickof King, Auto Trader’s King, Auto Trader The The The traditional traditional traditional TheNick traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer marketing research director.

Dealers’ habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. marketing research websites need to stand out and to be visible, director optimised and simple.

He said Auto Trader’s research showed that online users are more impatient than ever, and consumers on Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? mobile devices want results within three seconds. If the dealer’s digital experience is awkward or ignores them, they will move on.

The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales dealer sales model model model sales model Forecourt visits are down 41% year-on-year, according to sales King’s if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if research. Of those visits, 50% of consumers simply turned up without will Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s having contacted the dealer they hadageand found all the information leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales because and Digital Digital Digital age age consumers age consumers Digital consumers consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences.online. changes changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this? they wanted Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a The smartphone is now the internet access point.

They brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levels service ofservice customer service and and he and service hehe consumer’s and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixare six will key six key outline behaviours key behaviours behaviours six key that behaviours will that help will help help dealers that dealers dealers will capture help capture capture dealers and and and capture show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an using itthat towill look for range andand availability of stock, the dealership’s retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market. opening hours, address and contact details. And if they turn up to the dealership they will expect to see that car they chose online, so dealers must not advertise cars not available.

Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Gen Xfor X &X& Gen Gen &Gen Gen YXY& Y that Gen Yare From From From gut gut gut From instinct instinct instinct guttoinstinct to science toscience science to science “The opportunity to influence yours allanalytics way through, so use the Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director &University & director director of of the &of director the the is of the –– the –the the analytics analytics – the the analytics of of car ofcar car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles tools you have,” King said.

Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, Only 42% of consumers consider visiting more than one dealership.

16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured.

The average new car consumer makes 1.6 dealership visits, and 2.3 expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK. in thebuy UK. a used car. Almost 40% consider just one make. visits to combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching King also talked about the importance of adjusting stock prices to carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can remain within 5% of the market for that car, in order to get an as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely to beprice benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can optimum level of interest and turn stock more quickly for profit. Of the support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. used cars advertised on Auto Trader, 31% had not been re-priced in 60 days.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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MEASURING THE CUSTOMER EXPERIENCE

Tuesday 21 October

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NEED TO KNOW Telford International Centre, TF3 4JH n Dealers must map out standards that meet needs of customers, maximise commerciality, and are deliverable n Focusing on behavioural performance can directly improve customer satisfaction scores

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orld-class service providers have a model of excellence that starts with setting explicit standards to make sureaofnumber everyone understands what Dalloz, managing The The The traditional traditional traditional TheMike traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number of threats ofthreats threats of today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer fantastic customer service looks like, said habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. director, Performance Mike Dalloz, managing director of customer In People service specialist Performance In People (PIP).

“If you haven’t been absolutely explicit about thefindfind kind ofcars service standards you expect your teams and individuals to Today’s Today’s Today’s customers customers customers Today’s customers their find their their cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? deliver, how can you expect them to deliver it?”

He advised dealers to map out those standards, aligned to The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales customers’ requirements, maximising commerciality, and make sure it model if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if is deliverable. Having trained staff to understand them, coaching is Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s needed tocustomer ensure the training lost and to achieve consistency. leading leading leading brands brands brands leading to to improve to improve brands improve customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales andis not Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes changes in the inskills, in the changes used the used used carcar innew sector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this?

“Training is about new knowledge, new behaviours.

The Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a way we sustain it is through strong, memorable coaching that’s brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levels service ofservice customer service and and he and service hehereally and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixabout six will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an reinforcing existing skills and existing knowledge.” retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

PIP uses self-evaluation to review performance: “When you get somebody to look at their own performance, you learn a lot about them.

Ifstrategies they have which in to line with your Online Online Online strategies strategies Online strategies for for for Gen Gen Gen Xfor X &X& Gen Gen &delivered Gen Gen YXY& Y Genan Y experience From From From gut gut gut From instinct instinct instinct guttoisn’t instinct to science toscience science science explicit standards, you want them identify they can improve. If Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director & University & director director of of the &of director the the of the –to – the –the the analytics analytics analytics – thewhere analytics ofof car ofcar car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association Ian Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles they think it’s actually pretty good,Ianyou have a training issue.”

Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, He said ayear weakness of mystery shops iswith that they measure what isway 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured. expected, but not how itbe is done.

Mystery shops can now get people expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in the UK.behavioural performance, including friendliness, enthusiasm, to evaluate combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting to and to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching professionalism, interest in the customer, attentiveness and helpfulness. carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can Dalloz said some of his clients forgetting process as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to be belikely to beare benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. to focus on motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can behavioural performance, which showed that improvement in behavsupport support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. ioural measurement scores had a direct impact on improvement in customer satisfaction measurement, he said.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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BEFORE AND AFTER THE SALE

Tuesday 21 October

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NEED TO KNOW Telford International Centre, TF3 4JH n Car dealerships ‘need to match the most popular ways customers are using to communicate’ n Salespeople should move at customers’ pace on the web and beware of responding with questions

E

nsuring dealers are easy for customers to deal with is the biggest challenge facing retailers, according to Ray Harkin, operations director for training Harkin, The The The traditional traditional traditional TheRay traditional model model model ofof used model ofoperations used used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats of today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer company Martec Europe. habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. director, Martec Showroom staff’s propensity to pre-judge Europe or ‘pre-qualify’ depending on the contact method, tone, tact and language used could damage customer perception and business success, he said.

Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this?

A dealer should also ensure it matches the most popular ways customers are using to reach out, said Harkin.

The The The customer customer customer The experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional thethe traditional dealer dealer dealer sales sales dealer sales model model model sales model “It’scustomer easy toexperience build a relationship face-to-face or on telephone, but if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if the explosion in the last 10 years in the way customers can contact Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s and interact with us means choose,” he said. leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales we and can’t Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready areready dealers for this? for this? this? ready for this?

Harkin recounted meeting a dealership salesman who said ifready afor Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a customer didn’t include athese telephone number in athe web enquiry he brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hehe and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixwouldn’t six will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an take ithelp seriously “because the customer wasn’t serious”. retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

“The salesman didn’t understand that including a number didn’t suit the customer’s lifestyle,” Harkin said. He urged salespeople to never pre-judge afor customer on theirY initial enquiry – gut every enquiry must be Online Online Online strategies strategies Online strategies strategies for for Gen Gen Gen Xfor X &X& Gen Gen &Gen Gen YX Y& Y Gen From From From gut gut gut From instinct instinct instinct toinstinct to science toscience science to science treated asBournemouth valid and as Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, University University University & director &University & director director of“precious”. of the &of director the the of the –– the –the the analytics analytics analytics – the analytics ofof car ofcar car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association Ian Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles Regarding web enquiries, HarkinIanadvised moving atCRM the customer’s Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, pace and warned against replying toone enquiries with questions.

“If the 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they did did in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. canan be measured. first thing you do is ask for information on enquiry, the consumer expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in the UK. might not want to continue.” combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching On Live Chat, he advised against working to a script – “be genuinely carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can interested inandand what the to say”.

Enquiries as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform are and platform are more are more more likely and likely likely are tocustomer to be more to bebelikely to be has benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. sourced on motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can social networks need to be made personal, he said, and with telephone support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. enquiries, be unique: “Compel the customer to visit the showroom to experience what you can’t share on the phone”.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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ONLINE STRATEGIES FOR ‘GENERATION C’

Tuesday 21 October

UC14_DPS_FPAD MUC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Page 1

NEED TO KNOW Telford International Centre, TF3 4JH n Members of the ‘connected generation’ are freely giving away information that your business can use n Dealers need to research popular social media, paying particular attention to Twitter and Instagram

H

eather Yaxley, director of the Motor Industry Public Affairs Association, spoke to attendees about how to understand and engage with thechanging ‘connected Yaxley, Motor The The The traditional traditional traditional TheHeather traditional model model model of of used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats of today, today, threats today, including including today, including including changing changing changing buyer buyer buyer buyer generation’ and the importance for dealers of habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation.

Industry Public Affairs cutting through the volume of online content.

Association director Members of Generation C live online and are providing immense amounts of information about themselves, she said.

All of this iswith free.

Dealers just need to Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? pay attention.

“Start on the road to becoming a social business – the generation The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales model coming through is going to be more connected than ever.

Any kid if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if under eight thinks that everything swooshes,” she said.

Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s When members of the connected generation pick up atheir new car, they leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales and Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this? don’t want a bunch of flowers, they want to share with their ‘network’ Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a a that they’ve bought aused new car, she said.

Dealers can take aAuto picture oftoatoaembracing brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hehe and hedigital digital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to research to willwill outline will outline outline sixthem six will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture show show show them them them how show how they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an inon stand in anan out in an picking up their car on theirand phone –how athey customer sharing this retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market. social media will expand a dealership’s reach, firstly to their followers and if they favourite or retweet, this engagement grows again.

“Facebook isGen now. a Ybit like going to agut disco and dancing like a Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Xold for X &X& Gen Gen & Gen Gen YXY& YIt’s Gen From From From gut gut gut From instinct instinct instinct toinstinct to science toscience science to science dad, it’s better to& director be avoided to be seen tech Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University &University & director director of of the &of director the the than of the –– the –the the analytics analytics analytics – the analytics ofusing of car ofcar car sales sales sales of carthat salesis Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, &is CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles ‘yesterday’,” Yaxley said. Dealers need to research what popular, Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, paying particular attention to Twitter and Instagram.

16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare be can be measured. be measured. measured. canthat be measured.

Not outsourcing social media are willcancan ensure there is always a link expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in thea UK.business and the consumer. between combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influenceto used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsGeneration to its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching Yaxley’s key online strategies deal with members of C carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can are to;platform watch, research and before engaging.

They are happily as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikelyfollow to be benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can broadcasting for free information that dealers previously paid marketing support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. for. Businesses are and should be taking and research companies advantage of this.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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WHAT EVERY CUSTOMER WANTS IN THE DIGITAL AGE

Tuesday 21 October

UC14_DPS_FPAD MUC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Page 1

NEED TO KNOW Telford International Centre, TF3 4JH n Number of people worldwide with online access will almost triple by 2020 n Businesses need to remove the fear of failure to prosper online

T

here are currently 2.8 billion people online globally and by 2020 that figure will be 8bn. That is more people than are alive on the planet right now, Scottchanging Sinclair, The The The traditional traditional traditional TheScott traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats of today, today, threats today, including including today, including changing including changing changing buyer buyer buyer buyer Sinclair, industry manager at Google, told habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. industry manager, delegates.

Google The digital world is becoming more dominant – 28% of three- to four-year-olds use tablets - cars and Sinclair said it9pm is easy to get confused, especially if many you Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars find online, online, their online, very cars very very often online, often often between between very between often 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople and salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? are not particularly tech-minded.

The pace of change is also accelerating. For example, it took 75 The The The customer customer customer The customer experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales years for theexperience telephone to have 50 million users, but the internet had model if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if the same amount of users after four years and the Angry Birds app will Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s took just 35 days. leading leading leading brands brands brands leading to to improve to improve brands improve customer customer to customer improve service, service, customer service, sales sales sales and service, and andsales and Digital Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready areready for dealers for this? for this? this? ready for this?

Some companies are adapting. changes Tesla is trying to disrupt the industry Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a by refusing to engage with dealer groups and digital brands brands brands to to deliver to deliver brands deliver the the highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsservice ofservice customer service and and he and service hefranchised he and digital hedigital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixcommunications six will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an plays an important part inhow its plans. retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

Sinclair says it’s all about risk. Many people still do not understand the internet and online technology, but new generations being born into it strategies will know different.

Online Online Online strategies strategies Online strategies for for for Gen Gen Gen Xfor X &no X& Gen Gen &Gen Gen YXY& Y Gen Y From From From gut gut gut From instinct instinct instinct guttoinstinct to science toscience science to science He says businesses need to ofremove the fear ofcar failure.

Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director &University & director director of of the &of director the the the –– the –the the analytics analytics analytics – the analytics ofof car of car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles “At Google, if we aren’t failing enough, we’re not doing our jobs Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, correctly –thisyear this failure pushes us toone try harder and be better,” he 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in the year than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, while nornor nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured. said. expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the inexpected in the UK. the UK. UK.in the UK. Google’s approach is to developcombining products quickly, decide which ones combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching work and then build on the successes. carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can Businesses such as Woolworths failed on the high-street because as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely to be benefit benefit benefit used used used car benefit car activity. car activity. activity. used car activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can they were dated, said Sinclair, but Argos is starting to transform its support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online. stores using tablets instead of catalogues and offering same-day delivery.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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UNLOCK THE SECRETS OF YOUR DMS

Tuesday 21 October

UC14_DPS_FPAD MUC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Page 1

NEED TO KNOW Telford International Centre, TF3 4JH n Management of the dealership management system should be kept within the operations team n More and more elements of future DMS systems will be mobile-enabled

A

dealership management system (DMS) is a tool, just like a piece of workshop equipment, that provides a huge advantage when itof istoday, working well.

However, Meadows, The The The traditional traditional traditional TheSteve traditional model model model ofof used model ofused used car of car car sales used sales sales faces car faces faces sales aa number anumber faces number aofnumber of threats ofthreats threats today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer not everyone is able to use it to best effect, habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. development director, said Steve Meadows, of Pinewood.

Pinewood From looking at dealers using Pinewood’s Pinnacle DMS, the best operators make it an integral part ofvery their team and use itThey to help the performance of theand Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, cars very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople many salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this? business, he said.

One of Meadows’ key tips was to select a DMS champion from the The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking Breaking the the the traditional traditional traditional thesqueeze traditional dealer dealer dealer sales sales dealer sales model model model sales model dealer’s operations team, give them the mission to the most if we if we we don’t don’t don’t if redefine we redefine redefine don’t it, redefine it, the it, the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if out of it and allow them to link with other dealers using the same Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s system tocustomer learn what works best Digital for them. leading leading leading brands brands brands leading to to improve to improve brands improve customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales and Digital Digital age age consumers age consumers Digital consumers age and consumers and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes in the in in the changes used the used used carcar insector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready areready for dealers for this? for this? this? ready for this?

“Once the DMS is in the domainchanges ofchanges the accountant or the ITready expert, Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a you will be potentially losing operationally.” brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels the levels of highest of customer of customer customer levelsservice ofservice customer service and and he and service heout he and hedigital digital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline sixsix will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an Meadows said dealers must expect the DMS to change.

In the retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market.

1980s, the DMS automated accounts and parts, in the 2000s they were in the showroom, today the DMS may enable the dealership team to workstrategies mobile. more will be as meetOnline Online Online strategies strategies Online strategies for for for Gen Gen Gen Xfor X &In X& Gen Gen &future, Gen Gen YXY& Y Gen Y elements From From From gut gut gut From instinct instinct instinct guttomobile, instinct to science toscience science tosuch science and-greet vehicle health video preparation and instant Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, apps, Bournemouth University University University & director &University & director director of of the &of director the the checks, of the –– the –the the analytics analytics analytics – the analytics ofof car ofcar car sales sales sales of car sales Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association Ian Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles messaging, plus tools to transact Ian with credit cards online.

Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, With proper use, the DMS canwhile keep used vehicle stock live, and use 16% 16% 16% more more more cars cars 16% cars in the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they diddid in than did 2013, in in 2013, they 2013, while did while while in 2013, nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured.It can improve the itbought to populate classified websites and social media. expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in theof UK.work being done, such as tracking in prep centres, pricing, process combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting to and to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching photography and video.

It can provide management of complaints and carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can satisfaction surveys so dealer can identify the and as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are tothe to be more to bebelikely to be benefit benefit benefit used used used car benefit car activity. car activity. activity. used car metrics activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can measure their marketing channels. support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offer can offer ‘different ‘different ‘different strokes strokes strokes ‘different forfor different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online.dealers to use the DMS to get a 360-degree Meadows also urged view of customers and track individual customer spend and profitability.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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FIND CARS WITHOUT THE CARFUFFLE

MAXIMISE THE VALUE OF USED CAR BUYERS

Tuesday 21 October ouise Wallis, head of business develop-

UC14_DPS_FPAD MUC14_DPS_FPAD AMUC14_DPS_FPAD AMUC14_DPS_FPAD 22/09/2014 22/09/2014 22/09/2014 10:29 22/09/2014 10:29 10:29 Page Page Page 110:29 1 1 Page 1

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Telford International Centre, TF3 4JH ment at the National Franchised Dealers Association presented 10 tips to maximise the value of used car sales:

1. Ensure you have the right stock profile for your customers Understand what your buyers want – type, specification, age, price – and display the stock in optimum condition, with each having aof full description.

Wallis, head ofsales The The The traditional traditional traditional TheLouise traditional model model model ofof used model ofused used car of car car sales used sales faces car faces faces sales aa number anumber faces number aof number of threats ofthreats threats today, today, threats today, including including today, including changing including changing changing changing buyer buyer buyer buyer 2.

Ensure stocking policies are robust All habits, habits, habits, the the habits, the rise rise rise of the of digital of digital rise digital and of and digital and mobile mobile mobile and devices devices mobile devices and devices and and an an increased an increased and increased an increased need need need to to comply to need comply comply to with with comply with regulation. regulation. regulation. with regulation. business development, stock should be turned at least every 60 NFDA days, 45 is better. Move on a vehicle earlier and take a financial hit rather than wait longer to see ifcars itvery sells.

Today’s Today’s Today’s customers customers customers Today’s find find customers their find their their cars cars cars find online, online, their online, very very often online, often often between between very between often 9pm 9pm 9pm between and and 10pm. and 10pm.

9pm 10pm.

They They and They are 10pm. are armed are armed armed They with with are with more armed more more information information with information more than information than than many many many salespeople salespeople than salespeople manyand salespeople and see and see asee a aand see a showroom showroom showroom visit visit showroom merely visit merely merely asvisit as a as final a merely final a final emotional emotional emotional as a final check check emotional check of of a car of a car acheck and car and aand of dealer. a adealer. a car dealer.

So and So what So awhat dealer. what must must must So dealers dealers what dealers do must do todo to address dealers to address address do this? this? tothis? address this?

3. Know the provenance of the cars you sell Checks on a vehicle’s history, title, MoT status and mechanical condition are essential.

The The The customer customer customer The customer experience experience experience experience Breaking Breaking Breaking the the the traditional traditional traditional the traditional dealer dealer dealer sales sales dealer sales model model model sales model Ownership documentation, recall data andBreaking details of outstanding finance - -if we ifwe we don’t don’t -don’t if redefine we redefine redefine don’tit, redefine it, the it,the the customer customer customer it, the customer will will will will Mike Mike Mike Dalloz, Dalloz, Dalloz, managing Mike managing managing Dalloz, director, director, managing director, Performance Performance Performance director, Performance in in People in People Peoplein People - if must be to hand.

Nick Nick Nick King, King, King, market market Nick market King, research research research market director, director, research director, Auto Auto Auto director, Trader Trader Trader Auto Trader Performance Performance Performance inPerformance People in in People People in People works works works with with with some some works some of of the with of the world’s the some world’s world’s of the world’s 4.

Market stock digitally Aanddigital presence isconsumers essential and you need leading leading leading brands brands brands leading to to improve to improve brands improve customer customer tocustomer improve service, service, customer service, sales sales sales and service, and andsales Digital Digital Digital age age consumers age consumers Digital consumers age and and their and their their buying buying buying and habits their habits habits are buying are driving are driving habits driving most most are most ofdriving of theof thethe most of the customer customer customer experiences. experiences. customer experiences. experiences. changes changes changes in the in in the changes used the used used car car in sector. car the sector. sector. used But car But are But sector. are dealers are dealers dealers But ready ready are ready for dealers for this? for this? this? ready for to monitor the effectiveness of your marketing, ensuring websites show this?

Dalloz Dalloz Dalloz willwill explain will explain Dalloz explain ‘The ‘The will ‘The Model explain Model Model of ‘The of Excellence’ of Excellence’ Excellence’ Model of used Excellence’ used used byby these by these these used by these King King King willwill emphasise will emphasise emphasise King will thethe emphasise importance the importance importance the of importance of used of used used carcar retailers car of retailers retailers used embracing car embracing embracing retailers a aembracing a a latest stock, using and video and comprehensive descriptions. brands brands brands to to deliver to deliver brands deliver thethe highest to the highest deliver highest levels levels thelevels of highest of customer of customer customer levelsimages service ofservice customer service and and he and service hehe and hedigital digital digital strategy strategy strategy digital and and will and strategy will share will share share and insights insights will insights share from from from Auto insights Auto Auto Trader’s Trader’s from Trader’s research Auto research research Trader’s to toto research to willwill outline will outline outline six5. six will key six key outline behaviours key behaviours behaviours six key that that behaviours will that will help will help help dealers that dealers dealers willcapture help capture capture dealers and and and capture to and show show show them them them how show how how they they them they can can engage how can engage engage they customers can customers customers engage and and customers and and stand stand stand outout inout an instand in anan out in an Qualify your customers Get know your customer, qualifying retain retain retain more more more used retain used used carcar more buyers car buyers buyers used and and car enhance and buyers enhance enhance their and their their reputation. enhance reputation. reputation. their reputation. increasingly increasingly increasingly national increasingly national national market. market. market. national market. them with information on the type of car they want, their budget, finance choice and period they plan to keep the vehicle.

6.

Offer finance FCA consumer credit are as much an Online Online Online strategies strategies Online strategies strategies for for for Gen Gen Gen Xfor X &X& Gen Gen &Gen Gen YXchanges Y& Y Gen Y toFrom From From gut gut gut From instinct instinct instinct guttoinstinct to science tolaw science science to science Heather Heather Heather Yaxley, Yaxley, Yaxley, Heather Bournemouth Bournemouth Bournemouth Yaxley, Bournemouth University University University & director & University & director director of of the & of director the the of the – – the – the the analytics analytics analytics – the analytics of of car of car car sales sales sales of car sales “opportunity as a curse” since finance will have to be sold in a “much Motor Motor Motor Industry Industry Industry Motor Public Public Public Industry Affairs Affairs Affairs Public Association Association Association Affairs Association IanIan Godbold, Ian Godbold, Godbold, Ian marketing marketing Godbold, marketing & CRM & marketing & CRM CRM director, director, director, & CRM Cambria Cambria Cambria director, Automobiles Automobiles Cambria Automobiles Automobiles more process-driven way that could drive greater finance sales”.

Generation Generation Generation Y consumers Y Generation Y consumers consumers (born Y consumers (born (born 1977-1994) 1977-1994) 1977-1994) (born are1977-1994) are expected are expected expected to areto buy expected to buy buy to buy A successful AA successful successful website Awebsite successful website is not is is not website necessarily not necessarily necessarily is not one one necessarily aone dealer a dealer a dealer thinks one thinks thinks alooks dealer looks looks good, thinks good, good, looks good, 7. add-ons Products as extended warranties, tyre, alloy 16% 16% 16% more more more cars cars 16% cars in Offer the inmore in the US the US cars this US this year in this year theyear than US than than they this they year they did did in than did 2013, in in 2013, they 2013, while did while while insuch 2013, while nornor one nor one with one with with ‘bells nor ‘bells ‘bells one and and with whistles’. and whistles’. ‘bells whistles’. and It isIt one is whistles’.

It is one that one that works, that Itworks, isworks, one and that and in and ain works, way in a way a way that and that that in a way that volumes volumes volumes bought bought bought volumes byby Generation by Generation bought Generation by X-ers X-ers Generation X-ers (born (born (born 1965-1976) X-ers 1965-1976) 1965-1976) (born are1965-1976) areare are can can be can be measured. be measured. measured. can be measured. wheel, GAP and MoT insurance. expected expected expected to to increase expected to increase increase byby to just by increase just 6%. just 6%.

6%.

A similar by AA similar just similar picture 6%. picture picture A similar picture can can be can bebe can be Cambria’s Cambria’s Cambria’s website website Cambria’s website received received received website national national national received recognition recognition recognition national as recognition as ‘best as ‘best ‘best in class’ in in class’ asclass’ ‘best forforfor in class’ for expected expected expected in the in expected in the UK. the UK. UK.in the service UK. 8.

Offer plans Service plans provide the additional opportunity combining combining combining customer customer combining customer tools, tools, customer tools, showcasing showcasing showcasing tools,itsshowcasing its fullits full selection full selection selection itsoffull of products of selection products products and of and and products and Understanding Understanding Understanding Understanding generational generational generational buying generational buying buying habits habits habits can buying can influence can influence habits influence used can used used influence used services, services, services, and and measuring and services, measuring measuring and and and measuring reacting and reacting reacting toand to itsto its customers’ reacting its customers’ customers’ to its online customers’ online online searching searching searching online searching for upsell of service and repair items. carcar sales. car sales. sales.

Gen Gen car Gen Y buyers Ysales.

Y buyers buyers Gen areare often are Yoften buyers often ‘digital ‘digital ‘digital arenatives’, often natives’, natives’, ‘digital often often often natives’, seesee cars see cars often cars see cars and and buying and buying buying habits. and habits. habits. buying Godbold Godbold Godbold habits. willwill outline will Godbold outline outline how how will how a scientific outline a scientific a scientific how approach approach a approach scientific can can approach can can as as a as pragmatic a pragmatic a pragmatic astransport atransport pragmatic transport platform platform transport platform and and are and platform are more are more more likely and likely likely are to to be more to bebelikely toopportunities be benefit 9.

Follow up post-sale Exploit to sell extras and promote benefit benefit used used used car benefit car activity. car activity. activity. used car activity. motivated motivated motivated byby technologies motivated by technologies technologies bywithin technologies within within thethe car the car and within car and how and the how how itcar can it can itand canhow it can service and repair as well as support support support their their their lifestyle. support lifestyle. lifestyle.

Yaxley their Yaxley Yaxley lifestyle. willwill explain will explain Yaxley explain how how will how dealers explain dealers dealers can how can offer can dealers offer offerbuild can offera relationship and gather testimonials. ‘different ‘different ‘different strokes strokes strokes ‘different for for different for different strokes different folks’ for folks’ folks’ different online. online. online. folks’ online.

10. Invest in the right staff Recognise the value of your staff through training and incentives.

Developing Developing Developing Developing aaa customer-focused customer-focused customer-focused a customer-focused used used used used car car car sales sales car sales sales model model model model

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Events

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Date

Event

Venue

November 18, 2014

AM F&I Compliance Conference

Oxford Belfry Hotel

February 6, 2015

AM Executive Breakfast Club

Simpson’s in the Strand, London

February 12, 2015

AM Auto Trader Digital Marketing Conference The NEC, Birmingham

February 19, 2015

AM Awards 2015

The ICC, Birmingham

April 21, 2015

AM Aftersales Conference

The Crowne Plaza, Heythrop Park

May 15, 2015

AM Executive Breakfast Club

Simpson’s in the Strand, London

July 24, 2015

AM Executive Breakfast Club

Simpson’s in the Strand, London

November 6, 2015

AM Executive Breakfast Club

Simpson’s in the Strand, London