TrueCar 2016

Page 1

Q4 2016

A TRUECAR CERTIFIED DEALER PUBLICATION

Dealer Pledge Update: Creating a more rewarding environment for Certified Dealers and consumers Transparency Commitment Innovation 3 top Dealers share winning strategies

Still Leading the Way An exclusive interview with war hero and Army Ranger Cory Remsburg

10

Habits of Highly Successful Dealers

2016

Contents

[ S P E C I A L F E AT U R E ]

10

Still Leading the Way A Q&A with Sergeant Cory Remsburg, an American hero and a testament to the power of determination. Interview by Nick Liebeskind, TrueCar Creative Director

1

4

Hello

Dealer Pledge Update

From Chip Perry, CEO

/LYL HYL [OL SH[LZ[ ^H`Z ;Y\L*HY PZ M\SÄ SSPUN P[Z vow to create a more rewarding environment MVY IV[O *LY[PÄ LK +LHSLYZ HUK JVUZ\TLYZ

2 Building Trust Our goal is to earn the right to be called your partner. By Brian Skutta, EVP

3 Marketing Spreading the Word: We’re expanding your reach all across the U.S.

6 Product News )` WVW\SHY KLTHUK! [OL LUK VM [OL +LHSLY list page; optimize your TrueCar performance with Sales Analyzer; send offers on your most WYVÄ [HISL ]LOPJSLZ MYVT `V\Y WOVUL VY KLZR[VW with the Used Vehicle Offers feature

8 Partner Report Centers of Attention: How TrueCar’s alliances are boosting your promotional power

truecar.com/dealer

15

19

Partner Spotlight

Priority Toyota of Chesapeake, Virginia

Sam’s Club: 47 million members strong

16 What Is Buyer’s Bonus? Reinforcing the value of working ^P[O H ;Y\L*HY *LY[PÄ LK +LHSLY

17 Del Grande Dealer Group, San Jose, California

General manager Nick Mumejian shares his +LHSLYZOPW»Z Z[YH[LNPLZ MVY RLLWPUN J\Z[VTLYZ coming back generation after generation.

20 Top 10 Habits of Successful TrueCar Dealers ;OPZ `LHY ;Y\L*HY PKLU[PÄ LK [VW WLYMVYTPUN +LHSLYZ HUK Z[\KPLK [OLPY ZHSLZ [HJ[PJZ HUK strategies. Here are the key differentiators that helped them pull ahead of the pack.

Jeremy Beaver cites customer satisfaction HZ [OL RL` [V OPZ +LHSLYZOPW»Z Z\JJLZZ HUK tells how TrueCar helps make it happen.

18 TruWorth Auto, Indianapolis, Indiana Scott Walker, general manager, says OPZ +LHSLYZOPW IHURZ VU [YHUZWHYLUJ` one car at a time.

On the Cover Sergeant Cory Remsburg photographed by Maria McCay.

REMSBURG ( TOP LEF T ): STE VEN CARTER; JEREMY BE AVER ( TOP RIGHT ): TIMOTHY ARCHIBALD

Dealer Pledge Update

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Cory Remsburg with his parents Annie and Craig and his service dog, Leo.

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Sergeant Cory Remsburg and his family discuss life, recovery and why it’s important to never stop laughing.

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Interview by Nick Liebeskind, TrueCar Creative Director Photographs by Steven Carter

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R.L.T.W. If you’re an Army Ranger, those aren’t just any four letters. They represent ZRUGV WR OLYH WR E\ RQHV WKDW GHð QH D life dedicated to service: Rangers Lead the Way. For Sergeant Cory Remsburg, nothing could ever diminish his commitment to that ethos. Not time, not loss. And certainly not the IED that exploded beneath his squad in Afghanistan on October 1, 2009, killing one of his best friends and changing the course of Remsburg’s life forever. In the past six years Remsburg has endured a three-month coma, dozens of

operations and, as he puts it, “having to learn everything all over again.� And yet he remains resolute, committed to his recovery in a way that impresses and inspires those around him, including a certain someone who lives at 1600 Pennsylvania Avenue in our nation’s capital. We had the great honor of spending the day with Sergeant Remsburg, along with his father, Craig, and his stepmom, Annie, and sat down to discuss the meaning of family, the importance of laughter and what it means to never give up. It was a day we’ll never forget. [Y\LJHY JVT KLHSLY

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Partner Spotlight

47M

members in the U.S. and Puerto Rico

650

club locations

800K

Sam’s Club Late in 2015, TrueCar announced a partnership with Sam’s Club, the largest chain of warehouse clubs in America. We are excited to connect our new partner’s 47 million members and 650 retail locations across the United States with V\Y *LY[PÄ LK +LHSLY 5L[^VYR [V WYV]PKL HU exceptional car-buying experience. TrueCar HUK :HT»Z *S\I OH]L ILLU HJ[P]LS` I\PSKPUN awareness in 2016 through a combination VM PU JS\I HUK KPNP[HS THYRL[PUN Z[YH[LNPLZ In the fourth quarter of 2015, the partnership RPJRLK VMM ^P[O H KLKPJH[LK LTHPS [V :HT»Z Club members announcing the launch of the Auto Buying Program, followed by an SUV NP]LH^H` K\YPUN [OL OVSPKH` ZLHZVU *SVZPUN V\[ [OL `LHY ^L SH\UJOLK PU JS\I [LSL]PZPVU HK]LY[PZPUN HJYVZZ :HT»Z *S\I SVJH[PVUZ :\YYV\UK ZV\UK THYRL[PUN JVU[PU\LZ throughout 2016 with quarterly dedicated LTHPSZ ^LLRS` L UL^ZSL[[LY WYVTV[PVUZ ZP[L SPURZ HUK IHUULYZ VU ZHTZJS\I JVT HZ ^LSS HZ V[OLY [HJ[PJZ [V PUJYLHZL [YHMÄ J [V the Sam’s Club Auto Buying Program. Digital marketing across social, digital display, video, and SEM (Launch in progress)

Promotion

unique visitors to the Sam’s Club Auto Buying Program in the past year

Site links and banners on samsclub.com

Dedicated quarterly email sends

PLUS :^LLWZ[HRLZ! TPSSPVU JVTIPULK LU[YPLZ MVY +LJLTILY HUK 4HYJO 0U JS\I THYRL[PUN >LLRS` WYVTV[PVU PU 4VUKH` 5L^ZSL[[LY LTHPS ZLUKZ • Print placements 0UZ[HU[ ZH]PUNZ IVVR YLUL^HS HUK Ä YZ[ `LHY TLTILY THPS WPLJLZ

truecar.com/dealer

15

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What Is Buyer’s Bonus?

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2016

Dealer Spotlight

appointments; it means online trainings and more. As soon as your customers Z[HY[ MLLSPUN SPRL `V\YL ^HZ[PUN [OLPY [PTL that’s where the struggle begins. We use technology to make sure we never get to that point.

Del Grande Dealer Group

of San Jose, California COO Jeremy Beaver cites customer satisfaction as the key to his Dealership’s success and tells how TrueCar helps make it happen. (JJVYKPUN [V JOPLM VWLYH[PUN VMÄ JLY 1LYLT` )LH]LY

TIMOTHY ARCHIBALD

[OL +LS .YHUKL +LHSLY .YV\W +.+. PU :HU 1VZL *HSPMVYUPH W\[Z J\Z[VTLYZ Ă„ YZ[ ;OPZ OL ZH`Z PZ ^O` P[ JVU[PU\LZ [V V\[WLYMVYT JVTWL[P[VYZ 1V\YUHSPZ[ 4H[[ =PSSHUV YLJLU[S` HZRLK )LH]LY ^OH[ THRLZ [OLPY +LHSLYZOPWZ ZV Z\JJLZZM\S OV^ ;Y\L*HY OLSWZ )LH]LY HUK OPZ [LHT YLJY\P[ UL^ J\Z[VTLYZ HUK ^OH[ÂťZ set to happen next at DGDG. Matt Villano: How did you get into the automotive business? Jeremy Beaver: Out of high school I was looking for a job and started out as a business development representative for another car company. I worked my way up from there. After 14 years in the I\ZPULZZ 0ÂťT Z[PSS L_JP[LK L]LY` KH` about the industry and the dedication of our team at DGDG focusing on being the best.

Villano: How would you describe the DGDG philosophy? Beaver: We’re in the heart of Silicon Valley. We focus on people. We are committed to having a world-class team that takes care of each other. We also embrace technology—we’ve got a M\SS [PTL *;6 BJOPLM [LJOUVSVN` VMÄ JLYD [OYLL ]PKLVNYHWOLYZ WOV[VNYHWOLYZ H social media director and plenty more. We also are fans of transparency—

UV[ VUS` ^P[O UL^ J\Z[VTLYZ I\[ ^P[O L_PZ[PUN VULZ [VV (SZV ^L KVUÂť[ have “salespeople.â€? We have a team of “non-commission tech-savvy product ZWLJPHSPZ[Z š 3PRL [OL UHTL Z\NNLZ[Z [OL`ÂťYL UV[ VU JVTTPZZPVU [OV\NO [OL` do get bonuses for delivering good customer service. For six years in a YV^ ^L OH]L ^VU H^HYKZ MVY ILPUN VUL of the top workplaces in Silicon Valley. That’s a big deal for us. Villano: You mentioned an emphasis on technology. Why is that so important? Beaver: Because we’re in Silicon Valley. It’s what consumers are demanding. We \ZL [LJOUVSVN` [V Z[YLHTSPUL LMĂ„ JPLUJ` That means iPad check-ins for service

Villano: What’s it like being an employee at DGDG? Beaver: 0[ÂťZ M\U -PYZ[ ^L ZLSLJ[ V\Y employees very carefully. Our team comes before all else. What we focus on L]LY` KH` PZ OPYPUN [YHPUPUN YLJY\P[PUN growing and coaching. Not a lot of yelling going on around here. We also have a lot of promotion from within and offer classes designed to train people to advance. There are a lot of growth opportunities in all departments. One of our mantras is “Continuing to Get Better.â€? We have about LTWSV`LLZ HUK L]LY` TVU[O V\Y [LHT Z[H`Z [VNL[OLY ^L OH]L TVYL months of experience. Villano: How do you strive to deliver superior customer service? Beaver: One of the best examples of this is an initiative we have called Project 100. Basically it represents our commitment to deliver 100 percent customer satisfaction to 100 percent of our customers 100 percent of the time. We’re really trying to build an army VM LU[O\ZPHZ[Z H NYV\W VM YH]PUN MHUZ who continue to spread the word. Villano: /V^ KVLZ ;Y\L*HY Ă„ [ PU[V DGDG’s commitment to serve customers? Beaver: Transparency is a big part— we believe customers are looking for an up-front pricing model and actually prefer the way TrueCar does it. Customers don’t want to have to ULNV[PH[L ;OL` ^HU[ [V NV VUSPUL Ă„ UK [OL YPNO[ ]LOPJSL MVY [OL YPNO[ WYPJL then go to a Dealership and buy it. If `V\ SVVR H[ P[ [OPZ ^H` ;Y\L*HY HJ[\HSS` helps us to serve our customers better. Villano: What’s next for DGDG? Beaver: We’re a Dealer group that has NYV^U ZPNUPĂ„ JHU[S` PU [OL SHZ[ ZL]LU years and will continue to grow over the UL_[ ML^ `LHYZ >L OHK [OYLL Z[VYLZ and now we have 13 stores. We want to continue to grow aggressively in the years to come. O

truecar.com/dealer

17

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Scott Walker, general manager, says his Dealership banks on transparency, one car at a time. 7YPJL [YHUZWHYLUJ` PZ UV[OPUN UL^ MVY :JV[[ >HSRLY HUK [OL [LHT H[ ;Y\>VY[O (\[V PU 0UKPHUHWVSPZ -YVT [OL [PTL >HSRLY [VVR V]LY HZ NLULYHS THUHNLY VM [OL ZTHSS \ZLK JHY +LHSLYZOPW IHJR PU H[ [OL ILOLZ[ VM [OL V^ULY ^OV Y\UZ H Z\JJLZZM\S ^OVSLZHSL I\ZPULZZ ;Y\>VY[O (\[V OHZ [YPLK [V KV [OPUNZ KPMMLYLU[S` 7LYOHWZ [OL ILZ[ KLTVUZ[YH[PVU VM [OPZ PZ [OL JVTWHU`»Z VUL WYPJL TVKLS I\PS[ HYV\UK VWLUULZZ OVULZ[` HUK HIV]L HSS LSZL [YHUZWHYLUJ`

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General manager Nick Mumejian shares his Dealership’s strategies for keeping customers coming back generation after generation.

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10 Habits of Highly Successful Dealers This year, we identified and studied the 75 top-performing TrueCar Certified Dealers to understand the sales tactics and strategies used to achieve close rates that were 2X higher than their competition.

1 Expedite the Process To get a head start on building rapport with customers, top Dealers respond significantly faster to leads than their competition, setting the stage for a streamlined process.

Respond to Customers Nearly 2.5X Faster

2 Tailor Your Response Top Dealers are more likely to customize lead responses, acknowledging consumers’ preferences and their online journey. They are also more likely to rely on more personal contact methods such as a phone call or text, which typically result in higher customer engagement.

4 out of 5 Send Customized Emails

Sending Custom Vehicle Offers Increases Close Rate by 32%

4 3

Suggest Alternative Vehicles

Leverage Trusted Third Parties Car shoppers depend on trusted third-party sites as independent sources of information. TrueCar powers several car-buying sites such as USAA, GEICO and Sam’s Club. Top Dealers reference them to build trust.

For more information, contact 866.480.1313 or info@truecar.com

Use Brand Equity to Build Trust

Consumers often purchase a different car than what they originally had in mind. Top Dealers keep the purchase process moving by sending custom price offers on alternative vehicles.

5

Embrace Transparency Top Dealers differentiate themselves by emphasizing transparency throughout the sales process, which builds credibility with informed customers.

6

Evaluate Pricing 1.5X More Often Than Average

Ensure Up-to-Date Vehicle Pricing

73% Provide Price Quotes Over the Phone

Top Dealers avoid a “set it and forget it� pricing strategy, frequently evaluating and adjusting their new vehicle pricing in the TrueCar pricing tool.

Offer MarketBased Pricing

7

Our top Dealers typically present competitive prices to TrueCar consumers that are in line with the market.

Present Information That Guides Vehicle Selection Price Cars Based on Market

8

9

Empower the Consumer Top Dealers proactively present information to consumers such as vehicle reviews, history reports and competitive comparisons—empowering them to select the right vehicle.

Validate the Price Top Dealers use third-party data to help validate the competitiveness of their price relative to consumertrusted benchmarks, like the TrueCar price curve.

10

Use Third-Party Benchmarks to Increase Consumer Confidence

Top Dealers were studied using various methods including online mystery shopping, customer ratings and reviews, Dealer website reviews, management interviews, in-store observations, Dealer strategy and tool usage on TrueCar.

Showcase Value To keep the conversation from focusing purely on price, top Dealers emphasize competitive advantages such as ownership benefits, time savings and community involvement.

Create Competitive Advantages Beyond Price

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