Internet Sales & Marketing Course Table of Contents

Lesson 1: Course Welcome & Introduction

Section 1: What A Difference A Decade Makes!

Slide #1: The Internet Offers More Options To Consumers
Slide #2: The Empowered Consumer
Slide #3: The Internet and Mobile Revolution
Slide #4: What We’ll Cover In This Lesson

Section 2: The Internet: The Land of Opportunity for the Car Dealer

Slide #5: Consumers Do Their Own Research Online
Slide #6: What Are Consumers Looking For When They Research Online?
Slide #7: So How Does All This Consumer Research Lead To Opportunity For The Car Dealer?
Slide #8: How To Spot An Internet Customer & Profit On The Deal
Slide #9: Internet Customers’ Needs
Slide #10: Internet Customers & Internet Leads – Which is Which and Why You Should Care
Slide #11: Tracking and Reporting: The Holy Grail Of Effective Internet Lead Management

Section 3: Internet Telephone Opportunities

Slide #12: The Importance of Tracking Internet Telephone Calls
Slide #13: Track, Report, & Manage: Key Functions To Success In Internet Sales
Slide #14: Goals, Measurement & Continuous Improvement
Slide #15: How Call Tracking Happens
Slide #16: Recording and Reviewing Internet Lead Calls

Section 4: Successful Internet Lead Management

Slide #17: The 7 Steps

Lesson 1: Quiz

Lesson 2: The Internet Department & Your Dealership Online

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Internet Department Structure

Slide #3: The Right People in the Right Places
Slide #4: There is No One-Size-Fits All Internet Department
Slide #5: More Internet Department Structures

Section 3: The Dealer Website: Your Virtual Dealership

Slide #6: Extending Your Physical Showroom To The Web
Slide #7: Dealership Website Content & Searchability

Section 4: The Dealership Value Proposition

Slide #8: Adding Value Beyond Price & Quality Vehicles
Slide #9: Making Your Dealership Stand Out

Section 5: Promoting Your Dealership Online

Slide #10: Internet Advertising, Lead Generation & More Sales
Slide #11: A Variety of Online Advertising Options
Slide #12: 3rd Party Online Marketing Providers

Section 6: Turning Site Visits Into Internet Leads

Slide #13: How Clicks Become Leads
Slide #14: Recorded Telephone Numbers Tell the Story
Slide #15: Internet Video Advertising
Slide #16: Effective Video Samples

Lesson 2: Quiz

Lesson #3 – Long Term, Quality Internet Lead Follow-Up

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Internet Lead Management (ILM) Solutions

Slide #3: Receiving and Assigning Internet Leads
Slide #4: Managing Internet Lead Follow-Up
Slide #5: Automating Internet Lead Follow-Up
Slide #6: ILM Alerts and Responses
Slide #7: Managing Internet Lead Quality

Section 3: Internet Lead & Customer Relationship Management Systems

Slide #8: The ILM’s Role in the Life of an Internet Lead
Slide #9: The Customer Relationship Management Tool
Slide #10: Tracking and Analyzing Internet Leads

Section 4: Making Initial Contact With Internet Leads

Slide #11: The Autoresponder: Your First Impression
Slide #12: Constructing A Great Autoresponder
Slide #13: Successful Follow-Up Techniques
Slide #14: Leaving a Great Voicemail Message
Slide #15: Text Messaging – Today’s Most Popular Method of Communication
Slide #16: Email Communications During The Long-Term Lead Management Cycle
Slide #17: Telephone Talent: Making The Most Of Live Telephone Conversations With Internet Prospects

Section 5: Effective Ongoing Follow-Up

Slide #18: The eBrochure
Slide #19: Building Trust With Alternatives & Pricing
Slide #20: Lead Process Reminders

Lesson 3: Quiz

Lesson #4 - Internet Department Structures

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Internet Department Structures

Slide #3: The Role of the Internet Department
Slide #4: Structure Options
Slide #5: More Structure Options
Slide #6: Department Structure Details
Slide #7: The Business Development Center
Slide #8: The Floor Sales Model
Slide #9: The Virtual BDC
Slide #10: Measuring Structure Effectiveness

Section 3: Dealership Considerations

Slide #11: Questions for the Dealership
Slide #12: Building A Great Internet Sales Team
Slide #13: Internet Department Goals & Challenges
Slide #14: Empowering Internet Sales Professionals
Slide #15: Appropriate Compensation for the Team
Slide #16: Controlling Expenses Across The Internet Initiative

Lesson 4: Quiz

Lesson #5 – Tracking & Reporting Internet Performance

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Dealership Lead Sources

Slide #3: A Strategic Mix of Lead Sources
Slide #4: Independent or 3rd Party Lead Sources
Slide #5: The Lead Source Mix
Slide #6: Lead Costs

Section 3: Connecting, Setting Appointments & Selling Leads

Slide #7: The Connection Rate
Slide #8: The Appointment Ratio
Slide #9: The Appointment Show Ratio
Slide #10: The Lead Source Close Ratio
Slide #11: The Lead Close Ratio
Slide #12: The Appointment Show Close Ratio or Floor Close Ratio

Section 4: Measuring Overall Internet Sales Performance

Slide #13: Measuring To Manage
Slide #14: Average Gross Per Deal
Slide #15: Calculating The Cost Per Internet Sale
Slide #16: Determining Your Return On Investment
Slide #17: Strategic Reporting

Lesson 5: Quiz

Lesson #6 – The Internet Lead Management Process

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome!
Slide #2: Lesson Topics

Section 2: The 7 steps of Highly Effective Lead Management

Slide #3: Step #1 – A Lead Comes In, An Autoresponder Goes Out
Slide #4: Step #2 – The Lead Is Assigned & A Phone & Text Attempt To Contact The Prospect Is Made
Slide #5: Step #3 – Multiple Attempts To Contact & Appointment Scheduled
Slide #6: Step #4 –Email, Text Messaging & Telephone Follow-up
Slide #7: Step #5 – The Appointment Confirmation, Maintaining Communication & The TO
Slide #8: Step #6 – Email & Telephone Follow-up For 90-Days
Slide #9: Step #7 – Tracking, Reporting, & Continuous Improvement

Lesson 6A Quiz

Lesson #7 – The Virtual Dealership

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome!
Slide #2: Lesson Topics

Section 2: The Virtual Dealership

Slide #3: The Dealership Website
Slide #4: The Mobile Website
Slide #5: Search Engine Optimization Strategies
Slide #6: Call Tracking
Slide #7: Website Chat
Slide #8: Online Reputation
Slide #9: The Car is the Star

Section 3: Quality Online Vehicle Merchandising

Slide #10: Multiple, Quality Photos
Slide #11: Writing Great Used Car Descriptions
Slide #12: Rich, Interactive Video
Slide #13: Pricing Tools & Strategies

Lesson 7: Quiz

Lesson #8– How Consumers Search for Your Dealership Online

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Consumer Search Online

Slide #3: Getting to Know Your Search Options
Slide #4: Searching Online with Google
Slide #5: Google Search Tips
Slide #6: Searching For Your Dealership
Slide #7: Searching Online with Bing
Slide #8: Searching Online with Yahoo!

Section 3: Getting Found Online

Slide #9: The Searchable Dealer Website
Slide #10: Getting Found on Google
Slide #11: GPOM (Google Page One Management)
Slide #12: GPOM: Go Get It!
Slide #13: GPOM Maintenance & Control

Lesson Quiz

Lesson #9 - Controlling Your Dealership’s Online Searchability

Section 1: Lesson Welcome& Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Non-Google Searching

Slide #3: The Decision Engine?
Slide #4: Bing's Unique Features
Slide #5: Yahoo: Still in the Game

Section 3: Understanding Website SEO

Slide #6: What's the SERP?
Slide #7: Controlling Dealership SERP Links
Slide #8: SEO Goals, Content, and Techniques
Slide #9: SEO Text, Images, and Tactics
Slide #10: Black & White Hat SEO Defined

Section 4: Google’s SEO Tools

Slide #11: Get Seen, Fast
Slide #12: Location and More Information
Slide #13: Getting Attention with Tags
Slide #14: Turn Contacts into Leads

Lesson 9 Quiz

Lesson #10 – Direct Lead Generation & Online Interactivity

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Pay-Per-Click Advertising

Slide #3: What the Numbers Mean
Slide #4: PPC: How it Works

Section 3: Google Advertising

Slide #5: Understanding Google Adwords
Slide #6: Selecting Effective Google Adwords
Slide #7: Getting to Know the Google Display Network
Slide #8: Targeting Your Google Audience
Slide #9: Building on Google Adwords
Slide #10: The Right Keywords

Lesson 10 Quiz #1

Section 4: Online Video & News

Slide #11: Why Video?
Slide #12: Online Video Tips
Slide #13: Using Video to Drive Traffic
Slide #14: Video Keywords
Slide #15: Read All About It

Section 5: Landing Pages & Microsites

Slide #16: Landing Page Strategies
Slide #17: Landing Pages That Work
Slide #18: Turning & Tracking
Slide #19: How do Microsites Work?
Slide #20: Microsite Management

Lesson 10 Quiz #2

Lesson #11 – Viral Marketing & Online Reputation Management

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Internet Reputation Management

Slide #3: Consumer Voices Are Everywhere
Slide #4: Register and Respond
Slide #5: Online Vandalism
Slide #6: Prevention & Cleanup

Section 3: Video & Social Media Marketing

Slide #7: Passing It On
Slide #8: Viral Press & Promotions
Slide #9: 600,000,000 People Can't Be Wrong
Slide #10: A Facebook Presence
Slide #11: Google TV Commercials
Slide #12: The Google Merchant Center

Section 4: eNewsletters, Email & Text Message Marketing

Slide #13: eNewsletters: News They Can Use
Slide #14: eNewsletters: DIY or 3rd party?
Slide #15: Email Marketing: Just the Beginning
Slide #16: Email Marketing Dos and Don’ts
Slide #17: Text Messaging: Marketing in the Palm of Your Hand

Section 5: Marketing with Online Classifieds

Slide #18: Private Sellers
Slide #19: Automating the Classified Advertising Process

Lesson 11 Quiz

Lesson #12 Internet Telephone Practices

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: First Contact

Slide #3: Price First? Or Information & Value?
Slide #4: You Have to Sell the Appointment
Slide #5: The First 15 Seconds
Slide #6: Attitude is Everything
Slide #7: Can We Talk?
Slide #8: Quotes & Inventory

Section 4: The Internet Sales Process

Slide #9: The Life of the Lead
Slide #10: Reaching Out to the Car Dealer
Slide #11: Fast Response, Useful Information
Slide #12: TO Techniques
Slide #13: Quick & Easy Car Quotes
Slide #14: Benefits of Word Track

Lesson 12 Quiz

Lesson #13 – Social Media

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Social Media Marketing

Slide #3: Relationships, Exposure, & Leads
Slide #4: What is Social News?
Slide #5: All Business at LinkedIn & Ning
Slide #6: Sharing Video
Slide #7: The Dealership's YouTube Channel
Slide #8: Sharing Social Connections

Section 3: Social Media Tactics & Tracking

Slide #9: Making the Most of Social Media
Slide #10: The Conversation
Slide #11: The Facebook Marketplace
Slide #12: Social Media Drives Traffic
Slide #13: Indirect Leads
Slide #14: Tracking Costs and Contacts

Lesson 13 Quiz

Lesson #14 – Dealership Email Marketing

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: Getting Started With Email Marketing

Slide #3: Who Wants To Be Blasted?
Slide #4: Multi-Channel Messaging
Slide #5: Make the Message Immediately Relevant
Slide #6: Content Relevancy is Everything
Slide #7: Create A Sense of Urgency

Section 3: Effective Email Lists

Slide #8: SPAM & Deliverability Issues
Slide #9: Dealership Email Lists
Slide #10: Campaign Tracking & Reporting

Section 4: Designing Effective Email Messages

Slide #11: Design & Conversion Go Hand-in-Hand
Slide #12: Mobile Email Marketing
Slide #13: Testing 1... 2... 3...
Slide #14: Email Campaign Timing & Automation

Lesson 14 Quiz

Lesson #15 – 3rd Party Lead Management

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome
Slide #2: Lesson Topics

Section 2: 3rd Party Leads

Slide #3: What Is A 3rd Party Lead?
Slide #4: Choosing 3rd Party Lead Providers

Section 3: Maximizing Sales from 3rd Party Leads

Slide #5: Selling 3rd Party Leads
Slide #6: Communicating with 3rd Party Leads
Slide #7: 3rd Party Lead Follow-up Goals
Slide #8: The Follow-up Plan
Slide #9: Timing, Making Contact, Consistent Follow-up
Slide #10: Alternatives, Choices, Specials & Extra Value
Slide #11: Keeping an Eye on the Competition
Slide #13: 3rd Party CPR

Section 4: Effective Email & Telephone Communications

Slide #13: Effective Email Communications
Slide #14: Effective Telephone Communications

Section 5: Lead Provider Relationships

Slide #15: Managing The Lead Provider Relationship
Slide #16: Provider Accountability

Lesson 15: Quiz

Lesson 16 - More Keys to Successful Lead Management

Section 1: Lesson Welcome & Introduction

Slide #1: Welcome!
Slide #2: Lesson Topics

Section 2: Important Factors To Consider For Internet Sales Success

Slide #3: Why Offer Alternatives?
Slide #4: Selling the Appointment
Slide #5: Adhering To A Formal, Written Lead Management Process
Slide #6: Management Buy-in & Oversight
Slide #7: Individual Accountability
Slide #8: Time To Respond To New Leads
Slide #9: Quality of Email & Phone Responses
Slide #10: Lead Count Per Person
Slide #11: A Mix Of Lead Sources
Slide #12: Online Reputation Management
Slide #13: Quality of Online Merchandising
Slide #14: Staff Training
Slide #15: Dealership Website SEO
Slide #16: Continuous Process Improvement