Dealer Principles A monthly update on selling more cars and parts more profitably
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for Dealer Principals June 2014
In this issue: 1
Your Platinum Event Invitation
2.1 Tips and Tricks: Thank You 2.2
CitNOW 6 month Snapshot
2.3 Employee Spotlight: Rachel Pendlebury 3.1 Secrets of Success: Customer Feedback 3.2 CitNOW of the Month: Chris Allen 4.1 Please Welcome to CitNOW 4.2 Your Coffee Cartoon
You’re invited to our first Platinum Dealer Conference Friday 4th July, Oxford Thames Four Pillar Hotel - breakfast served from 08:30am It’s mid-summer already - I know, where has the time gone! To celebrate that fact, and a bunch of other reasons, including a thank you to you, we’ll be holding a free half day session at the Oxford Thames Four Pillar kicking off with registration and breakfast from 08:30am and finishing with a buffet lunch at 12:30pm. Register here: www.citnow.com/platinum-event Please hurry, attendance is limited to 50 and tickets are already being posted out.
1. Don’t miss Scott Sinclair from Google, who will be sharing his keynote presentation, “How important is video to the customer journey for new, used and aftersales?”
2. The future of web video - an introduction to CitNOW Web
3. Supporting your dealership - what can we do to help you more?
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1. Put the icing on the cake. A personal touch when the deal is done is the best way to book-end a deal, and open up the door to more in the future. Well-wishing instead of prospecting ensures you come across as genuinely caring.
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2. Remember that CSI form? When customers receive
great experiences, but don’t give their feedback, do something about it. Use the thank-you opportunity to prompt them, and simultaneously give them more reasons to give you a top score!
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Employee Spotlight
Rachel Pendlebury
Office Manager
Rachel is CitNOW’s quartermaster, organising and ordering everything from your kit-boxes to the soft drinks that keeps sugar and energy levels high in the office. As a long serving member of staff, Rachel is one of Wokingham’s stalwarts and chatterboxes. Many of CitNOW’s customers have talked to Rachel down the phone over the years so put a face to the voice and get to know Rachel a little better at: video.citnow.com/vpourteam07
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You’ve worked really hard in the last six months; this infographic proves it. Above you’ll find all the details and trends of how your customers watch their CitNOWs. In the last six months, more than 264,000 customers received a personalised CitNOW and on average watched it multiple times. Some even watched their CitNOW more than twenty times! It’s evidence that customers enjoy the fresh approach of receiving personalised, relevant information, straight to their inbox or smartphone. Take a look for yourself and see what other beneficial trends you can find. For example, do you send CitNOWs during the most popular times of the week and are your CitNOWs longer or shorter than average?
Dealer Principles | June 2014
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video.citnow.com/vpfeedback1 What we found out:
Meet them before you greet them: For customers the process of buying a car often begins long before visiting the dealership so you need to begin communicating with them before then too! Send CitNOWs to customers up for renewal or on the database to see if you can help, it projects your reach and saves time on introductions at the dealership.
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Prospect
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done, make sure the customer doesn’t forget you. Cement the experience and your name in their mind by leaving on an experience high. A great way to enhance customer retention.
The Conclusion Circle: To maximise the benefits of CitNOW keep in contact with your customer throughout.
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This month CitNOW took to the road to collect feedback from recent car buyers who had received a CitNOW and shared it over 10 times. They told us why their CitNOWs meant so much to them, what they liked about their experience, and what else they’d like to see in their next CitNOW. To have a look at what Julia, Anne and the Merritts had to say go to:
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3. Keep your name in the frame. After the deal is
To view our Top Tips cartoon go to: www.citnow.com/top10uses/thank-you/
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So CitNOW is constantly researching and analysing the best processes for our customers so that you can deliver the best communication and experience to yours.
The keepsake: Give them a reminder of the first time that car became their car. Handover CitNOWs recording your customer driving off into the sunset with their new car are one of the best ways to leave a lasting impression. The hard work for retaining their business has already been done.
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How CitNOW can help:
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CitNOW is a tool with a lot of potential applications that benefit the experience you provide, the number of the cars you sell, and the speed of your deals. The only limiting factor is your time. The dealership is a busy place and your time is valuable.
6 Month Snapshot
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What Makes a Successful CitNOW?
Customers love being involved: A prospecting/enquiry CitNOW is just the beginning. Keep customers up to date with their car. If the car’s a pre-order and it’s been just loaded onto the transporter, let them know. Customers especially love a sneak-peak just before they collect.
Ready to collect
An essential part of making the consumer experience fantastic is making your customer care feel genuine. No one wants to feel like just another shopper and another deal. Along with a smooth purchasing process, the power of ‘thank you’ can work wonders for your relationship with your customer and for your CSI.
Secrets of Success:
Your CitNOW Infographic
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Tip and Tricks: Thank you CitNOWs
The real edge is added to a CitNOW when you, the user, add creative thinking and customer personalisation to the mix to extend the relationship past the sale and into the next one!
Hero Report The top 5 users for CitNOW Sales
Sales
The Oscar: CitNOW of the Month Chris Allen Lexus Bristol Why it works: Think, you’re on camera! Chris has carefully thought about where he takes his CitNOWs, with an excellent opening shot showing off the dealership. The car has been positioned in plenty of space making a great walk-round easy. Think and prepare. Every part of the CitNOW has been thought of in advance. The location, the detail, even the service book is ready to go through on the drivers seat. Reach out. Chris’s customer is far away, so make a CitNOW to fit. Cover a lot of detail so that your customer doesn’t have to cover the distance without an excellent viewing of the car. They may even buy without a test drive! Take a look yourself at: video.citnow.com/vptheoscar8
and CitNOW Workshop
Amount
Service
Amount
Chris Laing Brighton MINI
140
Adam O’Sullivan Brighton MINI
Chris Clare Volkswagen Newbury
108
Robert Foster Hailsham MINI
Sean Mccormick Renault Belfast
107
Doug Pocock Audi Oxford
Jack Beacher Brighton MINI
90
Anthony Burford BMW Oldbury
93
Leon Campbell Hailsham MINI
78
Mark Griffiths Audi Oxford
88
127 111 100
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Dealer Principles A monthly update on selling more cars and parts more profitably
V
for Dealer Principals
June 2014
Please welcome to CitNOW Arnold Clark Automobile Nissan Dumbarton Arnold Clark Automobile Nissan Stirling Arnold Clark Automobiles Nissan Livingston Arnold Clark Automobiles Nissan Perth Benfield Nissan Newcastle Bristol Street Nissan Northampton Firsway of Leigh Nissan Five Acres Nissan Harrogate Volkswagen Hartwell Grimsby Macklin Motors Nissan Glasgow Mercedes-Benz of Brentford Mercedes-Benz of Bromley Mercedes-Benz of Brooklands Mercedes-Benz of Croydon Mercedes-Benz of Epsom Mercedes-Benz of Heathrow Mercedes-Benz of Loughton Mercedes-Benz of Macclesfield Mercedes-Benz of Manchester Central Mercedes-Benz of Milton Keynes Mercedes-Benz of Newbury Mercedes-Benz of Northampton Mercedes-Benz of Orpington Mercedes-Benz of Park Royal Mercedes-Benz of Solihull Mercedes-Benz of Stockport Mercedes-Benz of Stourbridge Mercedes-Benz of Swindon Mercedes-Benz of Tamworth Mercedes-Benz of Teeside Mercedes-Benz of Watford Mercedes-Benz of Whitefield Middlehurst Garage Nissan Murray Volkswagen Newton Abbot Parks Nissan Ayr Parks Nissan East Kilbride Peter Vardy Vauxhall Perth Peter Vardy Vauxhall Motherwell Platinum Nissan Box Specialist Cars Hitchin Swansway Wrexham Volkswagen Sytner Mercedes-Benz Bedford Sytner Mercedes-Benz of Bath Sytner Mercedes-Benz of Carlisle Sytner Mercedes-Benz of Gloucester Sytner Mercedes-Benz of Weston-Super-Mare Vision Vauxhall Stafford Williams Stockport BMW Williams Stockport MINI Wilson Autos & Coachworks
9 Millars Brook, Molly Millars Lane, Wokingham, Berkshire, RG41 2PQ
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