Every so often we take a few minutes to check out a business that is actually using an automated sales system.
We enter the sales funnel just like any other person who comes across their site; however, we examine everything and share our thoughts on how to make it even better!
This examination features Bill Penney Toyota of Huntsville, AL.
If you have no idea what an automated sales system is – click here.
First and Foremost
I must commend Bill Penney Toyota for actually having an automated sales system.
I examined 18 other car dealers in the Huntsville, AL area and Bill Penney Toyota was the only one that had one!
So, good job on that – you’re on the right track.
Their Site
While I’m more concerned about the actual automated sales system, I must address the website because it’s part of the whole experience.
When I first came upon their website – I was overwhelmed.
There are multiple menus, images sliding across the screen, cars for sale, multiple contact forms, and there's even a chat box in the middle of the header (yeah, don’t ask).
The most disturbing thing; however, was the fact that I found no easy place to opt-in to their sales funnel.
So, I went to leave their site, disappointed like I had been with so many other car dealerships, when I was hit with this …
The Opt-in
Woohoo!
Finally!
An entry point to an automated sales system!
Note: I’ll address the actual lead magnet in another section – we’re just looking at the opt-in for now.
How did they make this happen?
Now, how the heck did they know I was about to leave their site and go elsewhere?
They’re using a piece of software called ExitGadget that tracks where my cursor is. So, when my cursor scrolled off their website – they “hit” me with an offer – with the hopes it will either keep me on their site and/or collect my contact information.
Here’s the deal though – they’re spending $379/mo on this one piece of software!
While there are definitely cheaper options out there – as long as that piece of software adds $380+ to their bottom line – it’ll more than pay for itself.
I imagine they've done the analysis on its impact and decided it was worth every penny – and if not – they need to make some changes!
Note: I am not criticizing ExitGadget. It’s a solid piece of software that does a great job – it’s up to the individual business and their marketing department to do their own cost analysis to see if it’s worth the price. Keep that in mind when implementing your automated sales system. I know we do!
One BIG problem
The issue with only having an opt-in that presents itself upon exit intent is that they do not work on mobile devices.
Over 50% of local searches are done via a mobile device [reference]. So, by not having a mobile friendly option, they’re missing out on a huge percent of their visitors.
Lead Magnet
Let’s take a minute to dissect their Lead Magnet – “A Down Payment Assistance Voucher of $500”.
I hate it.
It’s not clear
First off, what is a “down payment assistance voucher”? Is it the same thing as $500 off a down payment? Do I have to pay it back? What are the terms?
It’s not clear as to what I will be getting.
When deciding on a lead magnet, make sure it’s crystal clear exactly what the person will be receiving – do not leave anything open for interpretation.
It’s very limited
Being a “down payment voucher” – I imagine it’s for people who are about to buy a car.
I would also imagine that most of the people who arrive on your site are not about to buy a car – they’re probably just browsing and checking out your dealership.
Or, maybe they’re looking to lease or sell a vehicle.
What about all of those people?
Your lead magnet needs to be an offer too good to refuse; however, right now – most people who visit your site don’t need what you have to offer.
What might be better for the general public is a free report – “7 Things Most Dealers Won’t Tell You When Buying a Car.”
Note: If their marketing department was measuring purchase intent, and if they were directly targeting buyers, their current lead magnet could be great; however, as a standard lead magnet it misses the mark.
Segmenting
After clicking “YES, I WAN’T MY $500 VOUCHER!” – I was greeted with a second page:
Cool!
Hopefully they’re using this information to segment their leads in order to deliver tailored content.
I mean, they even asked me exactly why I was there! (I selected “Just Browsing” even though, as previously discussed, I doubt anyone “Just Browsing” would have actually made it this far.)
After filling out the form, I pressed the “SEND MY $500 DOWN PAYMENT VOUCHER NOW!” button and was greeted with this page:
Thank you for shopping with us? I didn't buy anything, but, OK.
At least my $500 down payment voucher will be delivered shortly!
Rapport Building
18 minutes later I received my first email from them. (I expected instant delivery of my voucher).
Hmm.
As you can see – no voucher.
Where is my freaking’ voucher?!
This rapport building isn't going too well…
Maybe the second email will have it…
Hmm.
I don’t see a voucher here either – unless that broken image is one – which, I don’t believe it is because I would think Bob would have mentioned it in the email.
Anyway, in the second email, he tells me why I should buy from him, which is a bit presumptive as I was just browsing! (Remember, I selected that option while going through the opt-in)
He should be asking ME what I’m looking for and then match MY needs with his business.
While I’m sure Bob is a nice guy, I don’t really care about him at this point.
All he is to me is a signature at the bottom of some emails that don’t include my $500 voucher.
Moving on.
I have since received five more emails from Bill Penney Toyota:
Notice how they use the same subject line multiple times and also the fact that they’re sending two emails on the same day? Both are big no-nos.
Also, they say the same thing:
Yes. Five emails like the one you see above.
Asking me to call him, or her, or it – who knows!? There’s no signature.
And for that matter – no phone number to call.
How are you going to ask me to all you without a phone number?
This is poor.
Oh, and by the way – where is my $500 voucher!?
This is bad
Needless to say, they have done a very poor job building rapport.
What They Need To Do:
- Simplify their site – there are way too many options – it’s overwhelming
- Offer another lead magnet that has broad appeal
- Deliver the lead magnet – near instantly – not 18 minutes later (or never in this case)
- Use the segmentation information gathered from the opt-in to deliver tailored information. I told them I was just browsing, and next thing I knew, Bob was telling me that he’s a grandpa and trying to sell me a car.
- Their email series should start like this:
- Instant delivery of the promised lead magnet
- A question asking ME how they can help ME
- Bob talking about himself, his dealership, and how they help folks that are “just browsing” find exactly what they’re looking for (testimonials can work well too)
- Another email asking for questions. They need to get the conversation started, and by being helpful, they stand a much greater chance of opening the conversation
- Instead of telling me to call them and not including the phone number
- A link to a YouTube video – preferably a viral one – that features a Toyota doing awesome things. Subject line can be – “Have you seen this video?” – This will help form the relationship
- Information about a special offer the dealership has for first time customers – or something along these lines – trying to get the prospect to walk through the door
- Also, they should never send two emails on the same day like they’re currently doing – it’s annoying
Conclusion
At the end of the day, Bill Penney Toyota at least has something in place – which is better than at least 18 of their competitors.
Having said that – there is room for improvement.
What Do You Think?
I need to know if you've found this post helpful in any way.
Even if you don't own a car dealership, does it help you understand how to approach an automated sales system?
What would make this post better?
Leave a comment below!