Here are a few key points to address in your response: - Thank the customer for their interest and inquire about their needs/timeline - Introduce yourself and your role/experience - Reiterate your commitment to customer service and satisfaction - Provide next steps for the customer to take, such as expecting additional information within a set timeframe - Include your contact information and availability 2nd Email – Vehicle Details (send within promised timeframe with vehicle details) Subject line: 2007 Ford Mustang Details & Pricing Dear Tom, Thank you for your interest in our 2007 Ford Mustang. As promised, here are the details on the specific vehicle you inquired about: VIN

1. Welcomes you to Digital Dealer
UInUUUundertaU

2. Rob Lange
Rob Lange
National Sales Trainer Director, Kelley Blue Book
• Over 15 years retail automotive sales and sales management
experience
• Joined Autobytel in January 1996 traveling nationwide to
implement dealership internet departments
• Developed and presented the first Autobytel University Sales
Training Program in January 1997
• Since has conducted over 200 2‐day Internet Sales Seminars as
National Director of Dealer Training for Autobytel
• Joined Kelley Blue Book as National Sales Training Director in
January 2008

3. Life Creates Car Shoppers

4. The Internet Car Shopper
• Who they are, how they shop, why they buy
• Maximizing Contact, Managing the Phone
Conversation, Overcoming Customer Concerns

5. The Targeted Customer
: someone who is most likely to respond to your message
83% of all vehicle buyers use internet in their
shopping research
Source: 2007 Dealer e-Besiness Performance Study

6. Stretch A Net Across The
Customers Buying Path
TV / Radio Internet Print

7. Life Creates Car Shoppers
Varying Stages of Buying Process
10% Information Gatherers 10% Ready to Move Now
(early stages of shopping) (Looking for right combination
As comfort level and sense of urgency of acceptable terms)
increase they begin migration from 1. Car
shopper to buyer
2. Features
3. Price
80% Active Shoppers 4. Person they like
Job is to influence these customers
based on 3 factors
Trust + Confidence + Value = Nothing left to object to!

8. Showroom Buying Process vs. Online
Buying Process
Exposure Traditional Exposure Online
1. “Meet & Greet” 1. Your Online Positioning
(3rd Party sites, your Web site)
2. Fact Finding/Discovery 2. Sorting of Inventory
(Type of car, model, features)
3. Inventory Walk 3. Choice, Prices
(Thumbnail photos)
4. Product Presentation 4. Vehicle Photos
(Sellers notes, pricing)
5. Demo
6. Trial Close
7. Write Up
8. Sale

9. Biggest Obstacles to Maximizing
Online Sales Results
Problem Solution
1. Lead Generation 1. Be where the “targeted”
customers are
2. Conversion Rates 2. Deliver what the customer
wants
Do you recognize the need to make
adjustments in the way you currently do
business?

10. Who Are They?

11. Who are they - and why are they electing
to do business this way?
Reason Benefit
1. Time Constraints 1. More time efficient
2. Level playing field 2. Information raises comfort level
3. Need or desire 3. Solves financial or personal issue
4. Reduce stress 4. Less “humbling” than face to face
5. Desire to win 5. Potential to come away with an
even greater than expected result
If this is what they have identified as “hot buttons” it must be the
“language” in which you speak with them!

12. Conclusion
If car buyers have told us they want to:
• Save time
• Make an educated, comfortable decision
• Satisfy the problem
• The easiest possible way
• And leave the door open to an even greater than
expected result…
You must tailor your online solution
to satisfy each concern

13. Why is this so Important to You?
1 Million Surveyed*
55% resulted in sale of new or used vehicle
10% 90%
Intended Dealer Other Dealer
23% 41% 36%
New Vehicle Used New Vehicle
Same Brand Vehicle Different Brand
24% closed within 10 days
68% closed within 90 days
*De-duped new vehicle leads
**2007 Cobalt eBusiness Performance Study

14. Where are They?

15. Amount of Time Spent / Planning to Spend
Shopping Online and at a Dealership
•Consumers plan to spend more time shopping than dealers think
•Amount of time spent online is largest difference
How Much Time Do Total Amount of Time Total Amount of Time Spent
Consumers Spend/ Spent Shopping Online Visiting Dealerships
Plan to Spend Shopping? (before negotiations)
Consumers: 16 hours Consumers: 11 hours Consumers: 5 hours
Dealers: 10 hours Dealers: 4 hours Dealers: 6 hours
Base: Consumers (n=326), Dealers (n=70)); Consumer Questions (Dealers Asked What They Think Consumers Do):
Q: Please select the statement below that best describes the total amount of time you have spent, or expect to spend shopping for your next vehicle overall.
Q: Please select the statement below that best describes the total amount of time you have spent or expect to spend shopping for your next vehicle online.
Q: Please select the statement below that best describes the total amount of time you have spent or expect to spend shopping for your vehicle at the dealership (all dealerships including competitive makes/models) before beginning to negotiate the deal on your vehicle.

16. Different types of Web sites are relied upon for
different kinds of vehicle information
Type of Site Relied on For Vehicle Information - NVB
Manufacturer Site Independent Site Dealer Site
Options/Features Info 73% 17% 10%
Dealer Referral 49% 51%
Find Dealer Invoice 23% 66% 12%
Discount Information 21% 66% 14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2007 J.D. Power and Associates New Autoshopper.com Study - Based to AIUs

17. KBB, Edmunds & Consumer Reports are the top
3 independent sites among new vehicle buyers
Top 10 Independent Sites Visited by NVBs
kbb.com 44%
Edmunds.com 29%
Consumer Reports.org 23%
Yahoo! Autos 13%
AutoTrader.com 12%
CarMax.com 12%
The Bottom Line:
NADA Guides.com 10% Kbb.com is the #1 Automotive
Cars.com 9%
Information Web Site for New Car
Shoppers
Car and Driver.com 8%
eBay Motors.com 7%
Source: 2007 J.D. Power New Autoshopper.com Study (NAS)

18. KBB, AutoTrader.com and Edmunds are the top
3 independent sites among used vehicle buyers
Top 10 Independent Sites Visited by UVBs
kbb.com 55%
AutoTrader.com 35%
Edmunds.com 24%
CARFAX.com 22%
eBay Motors 22%
CarMax.com 21%
NADA Guides.com 19% The Bottom Line:
Kbb.com is the #1 Automotive
Yahoo! Autos 19%
Information Web Site for Used
Cars.com 18% Car Shoppers
ConsumerReports.org 16%
Source: 2007 J.D. Power Used Autoshopper.com Study (UAS)

19. KBB.com Visitor Location
• Market research to dispel regional myth 8 -Apr
8 -M ar 8 -M ay
Regional Market Visitors % Share Visitors % Share Visitors % Share
LOS ANGELES 596,708 4.10% 579,830 4.10% 581,713 4.20%
NEW YORK 454,314 3.20% 424,984 3.00% 423,696 3.00%
SAN FRANCISCO OAK SAN JOSE 260,287 1.80% 252,569 1.80% 255,652 1.80%
CHICAGO 280,670 1.90% 270,637 1.90% 266,945 1.90%
BOSTON MANCHESTER 239,503 1.70% 233,169 1.70% 234,228 1.70%
PHILADELPHIA 239,855 1.70% 239,855 1.70% 230,555 1.70%
DALLAS FT. WORTH 204,151 1.50% 204,151 1.50% 207,771 1.50%
HOUSTON 169,452 1.20% 169,452 1.20% 175,428 1.30%
ORLANDO DAYTONA BCH MELBRN 128,184 0.90% 128,184 0.90% 128,444 0.90%
MIAMI FT. LAUDERDALE 106,673 0.80% 106,673 0.80% 105,173 0.80%
SEATTLE TACOMA 187,398 1.30% 187,398 1.30% 183,319 1.30%
MINNEAPOLIS ST PAUL 165,417 1.20% 165,417 1.20% 159,704 1.10%
KANSAS CITY 95,707 0.70% 95,707 0.70% 90,498 0.60%
NASHVILLE 95,306 0.70% 95,306 0.70% 92,879 0.70%
MEMPHIS 44,111 0.30% 44,111 0.30% 44,079 0.30%
KNOXVILLE 43,433 0.30% 43,433 0.30% 42,582 0.30%

20. Results show that more AIUs found the vehicle they
bought over the Internet than driving by dealer lots
Top Two Methods Used That Led to Used Vehicle Purchase¹
50%
Drove by Dealer Lots Internet Vehicle Locator/Online Classifieds
39%
40% 37%
33%
30% 31%
29%
30% 27%
24%
21%
19%
20%
10%
0%
2003 2004 2005 2006 2007
2007 J.D. Power and Associates New Autoshopper.com Study
Base: Total AIUs
¹It is important to point out that the 37% statistic reported above is understated due to unaided recall

21. Timeframe To Buy
Planning to purchase / lease a new vehicle
Yes, 73% No, 27%
Shoppers Are Most Likely to Buy….
In the next week 12%
63%
In the next month 24%
In the next 2-3
27%
months
In the next 4-6
17%
months
Longer than 6
20%
Months
Source: Kelley Blue book Market Research (2007)

22. What Do They Want?

23. New Car Marketing - Photos
EFFECT ON LIKELIHOOD TO DO ACTIVITIES
100%
74% of consumers
are more likely to 80% 74%
visit a dealership if 66%
61%
they are able to 53%
60%
view a picture of an
actual new vehicle 38%
40% 35%
that is currently
27%
available at a 22%
dealership. 20%
53% are more likely
to purchase the 0%
vehicle if an actual Go to the Call or email the Submit a price Purchase the
new picture is dealership dealership quote to local vehicle
available.
dealerships
Top Box: % Much More Likely Top 2 Box: % Much/Somew hat More Likely
Q: If you were able to view a picture of an actual vehicle that is currently available at a dealership (not stock pictures that manufacturers provide), what
effect would it have on your likelihood to do each of the following activities?

24. Selling the Online Customer
Implementing an Effective Sales Process
Managing the Conversation
Word Tracks That Sell
Overcoming Customer Concerns

25. Current Sales Process
New Phone
Lead Call Email
Next Phone
Email
Lead Call

26. The Effective Sales Process
st
New 1 Email nd rd Phone
Lead or 2 Email 3 Email Call
Auto-response
Voicemail Contact
th
“Separating 4 Email
Manage
Conversation
Yourself Start Day 2
2
nd
Phone
From the rd
3 Phone
Set Appt
Not Sold
Competition” th
5 Email
Thank you
Confirm
“Missed
Something”
Email
th Appt.
4 Phone
Follow-up
Call
Broadcast Sale
Email
Broadcast
Sold
Customer Email
Broadcast

27. Establishing a Process
Your Value Proposition
You Your Dealership The Car
1. Work together one 1. Family owned for 1. #1 model in class
on one 35 years 2. Fuel economy /
2. Specialize in online 2. High volume / low safety features
customers prices 3. High trade-in value
3. Available by cell for 3. Free 1st oil change 4.
questions
4. Extended service 5.
4. hours
5. 5.

28. Effective Email Templates

29. 1st Email – Auto Response
(send immediately upon receiving lead)
Subject line: Make, Model of Desired Vehicle
Your trusted source for over 80 years!
Dear Tom,
Good day and welcome to your car buying solution!
My name is Steve Smith, Internet Director here at Kelley Blue Book Motors. I’ve received your request for information on our 2007 Ford Mustang and will work
to provide you detailed and accurate information. While I do that I’d like to share a few reasons why so many others have chosen our services and why I hope
you will too.
At Kelley Blue Book Motors our philosophy is direct and to the point:
To provide the absolute best buying experience and strive to ensure your satisfaction throughout your ownership of this and all
future purchases.
To accomplish this for you as we have so many others:
-you and I will work together from start to finish
-should you decide to move forward most of the paperwork can be taken care of via phone, fax or email
-our specially trained finance department can assist with all of your financing questions and needs
Tom, as the leading pre-owned salesperson at Kelly Blue Book Motors for the last 3 years I am ready to help you in any way.
You can expect detailed information and a price quote from me within 4 hours, or if after business hours, by tomorrow morning. Should you need to speak with
me before that please contact directly at 949-555-1212. I’ll be happy to provide you a walking verbal tour of the 2007 Mustang.
I look forward to making this the most enjoyable car purchasing experience you’ve ever had
Thank you,
Steve Smith
Kelley Blue Book Motors
195 Technology Drive, Irvine, CA
Direct 949-555-1212
ssmith@kbb.com

30. 2nd Email – Question Answer
(5-15 minutes after 1st email)
Subject line: Your name, need you for a Moment
Your trusted source for over 80 years!
Dear Tom,
I’m preparing the information you requested on the 2007 Mustang. I do have a couple of questions that would help
me provide you detailed and accurate information.
“What specific questions do you have about the 2007 Mustang overall?”
“What was it about this particular Mustang that caught your attention?
(I’d like to provide you detailed information specific to your interests)
If I don’t hear from you soon that’s OK. I understand you’re busy. I’ll still provide the quote within our 4 hour time
commitment.
Tom, working together we’ll make this the easiest car purchase your ever enjoyed. I hope you’ve found the car you
want or need, my job is to get it to you in the easiest way possible. Should you need to speak with me prior to
receiving my email I can be reached directly at 949-555-1212.
Thank you,
Steve Smith
Kelley Blue Book Motors
195 Technology Drive, Irvine, CA
Direct 949-555-1212
ssmith@kbb.com

31. 3rd Email – Price Quote
Your trusted source for over 80 years!
Dear Tom,
Thank you again for your interest on our 2007 Mustang. Working together we’ll
deliver to you a great buying experience. Here is the information you
requested:
This Mustang is in absolutely new car condition. Other than the fact that it does
have a few miles you wouldn’t know the difference. This a a great opportunity
to save thousands from what a new Mustang would cost. Your 100% parts and
labor factory warranty will remain for an additional 2 years or 14,000 miles and
can be extended. You can be driving today and enjoying this weekend in the
sun! If you want it, we’ll make it happen though many choices in flexible
financing terms

32. 3rd Email – Price Quote, cont’d
Specific information about this car. AT Car ID: AT-E343866
Kelley Blue Book Value $20,010
2007 Mustang Convertible Reduced Internet Price $19,115.00
Body Style Convertible
Mileage 22,491
Exterior Color Silver
Interior Color Graphite
Engine 6 Cylinder Gasoline
Transmission Automatic
Drive Type 2 wheel drive – rear
Fuel Type Gasoline
Doors Two Door
Stock No. 36014
VIN 1ZVFT84N975280582
Seller's Comments
Air Conditioning, Power Steering, Power Windows, Power Door Locks, Tilt Wheel, Cruise Control, AM/FM Stereo, MP3 (Single CD),
Dual Front Air Bags, Alloy Wheels
Disclaimer
2.9% APR available on select CERTIFIED PRE-OWNED Vehicles! IMMEDIATE CA$H!!!! for your Car, Truck or Van!! Any make or
model. We NEED them NOW! Call(888)555-1212 ext. 252 For more information, check our website out at
www.kelleybluebookmotors .com We also have the best selection of Saleen Vehicles in Orange County.

33. 3rd Email – Price Quote, cont’d
Tom, I did want you to know that we have comparable vehicles if you feel you need other options
Just a sample:
This one Tom will certainly get the job done in a great way and will save you some money. Bottom line is I know you and I working
together can get you into the right car at the right price and make your day! If for whatever reason you don’t see exactly what
you’re looking for please let me know. We work with other resources and have the ability to get you exactly what you want usually
within 24-72 hours . I’m here to help.
Seller's Comments
Air Conditioning, Power Steering, Power Windows, Power Door Locks, Tilt Wheel, Cruise Control, AM/FM Stereo, MP3 (Multi CD), Premium
Sound, Dual Front Air Bags, ABS (4-Wheel), Leather, Power Seat, Rear Spoiler, Alloy Wheels
Disclaimer
2.9% APR available on select CERTIFIED PRE-OWNED Vehicles! IMMEDIATE CA$H!!!! for your Car, Truck or Van!! Any make or model. We
NEED them NOW! Call(888)5555-1212 ext. 252 For more information, check our website out at www.kbb.com. We also have the best
selection of Saleen Vehicles in Orange County
Tom, it’s important that I know this information has made it’s way to you so I’ll follow up by phone to make sure and to answer any questions
you may have. In the meantime please call me directly should you have any questions. My Cell is 949-555-1212.
I look forward to serving you as another happy customer and a future referral!
Steve
Steve Smith
Kelley Blue Book Motors
195 Technology Drive, Irvine, CA
Direct 949-555-1212
ssmith@kbb.com

34. Preparing for the Phone
Conversation

35. Establishing Voice Contact
By now, you may have established a positive relationship
through email. The phone call should be an extension of an
already established relationship.
Key factors to maximizing phone results:
•Enthusiasm – excited for the opportunity to serve them
•Voice and Tone – “It’s not just what you say, it’s how you say it.”
•Emphasis and Volume – Be prepared and confident
•No Car Talk – Speak to the level of customer

36. Effective Voicemail
The Most Overlooked Aspect of Sales
1st interaction with customer – create a positive 1st impression
Goal is to get your phone call returned!
Less than 30 seconds
Identify name and company clearly
Please check email immediately
State benefit of doing business with you
Repeat phone number twice, slowly
Always end message with the customers name

37. Voicemail Example
Hello__________,
_________, my name is ___________with Kelley Blue Book Motors. You requested information on a
________ and I did forward it to you via e-mail. I’m following up to make sure you received the information
and to be available should you have any questions. I was hoping for an opportunity to speak with you. You
see I not only specialize in working with Internet customers but also with _________. When I saw what
you were looking to accomplish I thought we‘d be a great fit and this would quickly be behind you.
As a matter of fact I recently assisted 3 others with this your (model requested) and they were amazed at
the results. They were a bit disappointed with what others were able to do for them to that point and were
pleasantly surprised how we were able to help them get the right car at the right price and made it seem
so easy.
If I could ask you to please pick up the phone and return my call I’ll share how we can do the same for
you. My direct line is _______and my cell phone is _________.
Anyway, I’ll try back a bit later so I can answer your questions but in the meantime, I ask that you please
read my e-mails, and when you do please give me a call right away. Working together, I’m sure this will be
the easiest car purchase you’ve ever enjoyed.
Again_____, my name is_______ with Kelley Blue Book Motors. My direct number is _______and I hope
to hear from you soon. With a short time on the phone this will all be behind you!
I look forward to working with you ______!

38. 4th Email – No Contact
(send after leaving voicemail or no answer)
Subject line: Make, Model from (your name)
Your trusted source for over 80 years!
Dear Tom,
Sorry to say I missed you when I attempted to reach you earlier. I wanted to confirm that you received
the information I forwarded via email on the (make, model) you requested.
If you would, please read my emails and respond with any questions you may have. It’s my pleasure
to work with informed customers like yourself who appreciate no nonsense, upfront communication.
Working together, we can make this the easiest vehicle purchase you’ve ever enjoyed.
Regards,
Steve Smith
Kelley Blue Book Motors
195 Technology Drive, Irvine, CA
Direct 949-555-1212
ssmith@kbb.com

39. Managing the Phone
Conversation to Set More
Appointments

40. Managing the Phone
Conversation
1. Salespeople who are the most intrusive make the most
money.
2. Get information before you give it…it’s that simple.
3. Selling isn’t convincing anyone of anything – it’s
helping people get what they want or need.
4. It’s time to take the “kid gloves” off – customers
speaking with you are still looking for a solution
provider. Obviously no one has asked the right
questions to identify the customer’s true buying
motivations.
5. Be unique. If everything you say is the same as the last
salesperson the customer has no choice but to default
to price.

41. Managing the Phone Conversation
5 Keys to effective Phone Calls
1. Warm, enthusiastic greeting
‐ “Take the Curse “ off the call
‐ Gain permission to proceed OR set a specific appt. to speak
2. Discovery – “Seek to Understand”
­ clarify information provided to you
­ establish “wants and needs” of your customer
­ provide trade options ( if necessary )
3. Review and summarize the conversation
­ confirm you and the customer are on the “same channel”
4. Provide Broad, solution based information
­ Use a “Demonstration of Competence” to provide reasons to entice customer
to visit the dealership.
5. Move to set a specific appt for dealership visit
­ “ I have an opening either later today or tomorrow. What works better for
you”?

42. Questions ?