Dealer Principles A monthly update on selling more cars and parts more profitably
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for Dealer Principals 11 April 2014
In this issue: 1
CitNOW Workshop Mandated
2.1 Tips and Tricks: Email Enquiries 2.2 Employee Spotlight: David Holland 3.1 Secrets of Success: CitNOW in the USA 3.2 CitNOW of the Month: Andrew Gardiner 4.1 Please welcome to CitNOW 4.2 Your Coffee Cartoon by Henry Kay
Nissan Mandates CitNOW Workshop Nissan’s UK dealer network have mandated CitNOW (eVision) from 1 April 2014. After a trial period with Nissan’s retail partner West Way Group, under the brand ‘eVision’, the decision was taken to mandate the technology across the network following a 39% increase in red work sold across two consecutive quarters in 2013. Technicians use CitNOW to highlight their work, including green items, amber and red work. Customers are then able to view the video and make a decision on what work is then carried out. It helps dealers to visually demonstrate the condition and wear on certain items of the vehicle during a service. CitNOW is already in 70% of the Nissan dealer network, but will be mandated from April 2014.
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Tip and Tricks: CRM Email Enquiries Email Enquiries: It’s easy to undervalue an email enquiry. With no customer physically present and a busy showroom, it’s easy to put off a response and focus on the real stuff! But speed and quality are vital for your response to all email enquiries. They are every bit as valuable as the customer in the showroom, often more so. How CitNOW can help:
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Chris Marsh aftersales director at Nissan Motor (GB), said: “Economic pressures are, not surprisingly, making customers consider their alternatives before having service work carried out. “Given our enviable position in the UK market, we were determined to provide an innovative solution which would help create trust and transparency across our network and help support our dealers increase customer retention and parts revenue.”
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Email is instant, and speaking is faster than typing, so record your response to questions with a CitNOW and send a rapid email response.
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Grab their attention with something quick, unexpected and full of valuable information. A personalised, detailed CitNOW walk around provides almost as much information as they could get at the dealership.
Marsh and his team originally started looking for a video solution in late 2012, aware of the continued decline in the total volume of service and repair work in the UK.
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If answering the same questions from different customers is taking up your time, make a generic CitNOW response to send to future enquirers.
Alistair Horsburgh, CitNOW’s Chief Executive, said:
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Pre-empt online enquiries with CitNOW Web. Record a tour of your dealership, introduce your sales staff, make CitNOWs of your stock cars, and FAQs. Great content for your website made simple.
To view our Top Tips cartoon go to: video.citnow.com/vpourhint05
Employee Spotlight
David Holland
Key Account Director
David is CitNOW’s Mr Nissan, managing all of their accounts; he even drives a Qashqai! A keen family man with a keener eye for a reduced sandwich, David uses his savings to fund an expensive golfing habit. As a Newcastle FC fan the temperatures can rise when Sunderland fan Martin Lone is in town, but normally David is a pleasure to be around.
“There’s more to these results than just the technology. It’s also about the process and implementation, which is part of the service we supply to Nissan and dealer groups like West Way.” “eVision is a central part of our aftersales customer retention strategy. The ability of the entire network to offer the same, consistent level of service to our customers is critical to growing retention and meeting the needs of our customers.” Nissan is also looking at how it can use video in other ways, one example given was in the warranty claims process, where video could be used to help speed up the decision making process on warranty work. “Our warranty team often ask for additional images - video solves this problem immediately and we have the added benefit of a commentary from the technician taking the video.” News featured on AM-Online under the title: Nissan mandates video technology across UK aftersales departments
To get to know David a little bit better go to: video.citnow.com/vpourteam05
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Dealer Principles | 11 April 2014
Secrets of Success:
USA Case Study: Expressway Toyota, Massachusetts CitNOW has expanded into six countries with several more on the way. After a recent launch in the USA, we asked Bruce Carr, Fixed Operations Director of Expressway Toyota in Massachusetts to give us some perspective on how they implemented CitNOW in their first 30 days. He gave us great feedback on unique ways he found to use CitNOW in his aftersales department.
CitNOW for daily training “The reports help me find which technicians are not finding work and which advisors are not selling.” Bruce uses the reports for training opportunities. He offers daily training for his technicians and advisors who are struggling to identify and sell red work. He uses past examples from his video library to illustrate what a great CitNOW looks like and how his team can improve their upsell rate.
CitNOW outside the box Bruce knows that the relationship with his customers starts long before their first visit to the aftersales department. He and and his team have mastered setting clear expectations after selling a vehicle. Expressway Toyota holds ‘new car clinics’ to teach their new customers what to expect during the on-going relationship with their dealership. As a part of their clinics, they compare and contrast a ‘red’ and ‘green’ CitNOW to show their customers what they can expect when they bring their cars in for maintenance or a service check. Overall, says Bruce, CitNOW has been an amazing addition to our department, “It’s enhanced our business by increasing our upsell rate by about 30%.” To see the full interview follow this link: video.citnow.com/vpCitNOWUSA
Hero Report
Andrew Gardiner Porsche Centre Aberdeen Take a look yourself at: video.citnow.com/vptheoscar6 Why it works: Sell to anyone, anywhere: Distant prospects might never have the chance to visit. So teleport them to it with CitNOW. Andrew sold this car to a customer in France! Retail is detail: Andrew gives a full visual tour of the car and the car’s features with commentary. Impress with your expertise. Goes hand-in-hand with the point above. Use all of the kit: Andrew uses the iPod 5’s HD video and auto-focusing to show off all the details and features, both great and small. He uses an iRig + windjammer when recording outside to keep the audio unspoilt and clear. Great CitNOW Andrew! Below: Last month’s winner Richard Thorne with CitNOW founder Andrew Howells.
The Top 5 users for CitNOW Sales & CitNOW Workshop were: Sales
The Oscar: CitNOW of the Month:
Amount
Service
Amount
Adam O’Sullivan Chandlers Brighton
120
Stuart Cattanach Dick Lovett Service
191
Robert Forster Chandlers Hailsham
104
Philip Ainley Stratstone Hull
116
Rashid Lamjafjaf Barons Farnborough
100
Darren Simon Renault Retail Croydon
87
Kayley Humphrey Cooper Tadworth
95
Rhys Steele Wessex Cardiff
79
James Lewis Barons Farnborough
94
Kevin Murphy Dick Lovett Bristol
79
To see what this month’s heroes had to say about starting up with CitNOW, and their advice for others go to: video.citnow.com/vpSaleHero2
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Dealer Principles A monthly update on selling more cars and parts more profitably
V
for Dealer Principals
11 April 2014
Please welcome to CitNOW Alex F Noble & Son Nissan Beadles Nissan Dane Volkswagen Wirral Gatwick Honda Dick Lovett Ferrari & Maserati Swindon Dick Lovett Hungerford BMW Dick Lovett Hungerford MINI Dicksons Of Forres Nissan Fleet Autoway Nissan Hamilton Garage Nissan J.T. Hughes Nissan Lookers Chester Lookers Ellesmere Port Lookers Liverpool Lookers St Helens Mackie Motors Arbroath Nissan Ocean Falmouth BMW Ocean Falmouth MINI Ocean Plymouth BMW Ocean Plymouth MINI Ocean Torbay BMW Ocean Torbay MINI Partridge Of Hampshire BMW Rowstock Newbury Nissan Rybrook Jaguar Chester Soper of Lincoln BMW Soper of Lincoln MINI Walton Audi
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