Are Internet Specials like Pulling Teeth?

[Oscar Vanderkooij]

I never have problems getting the new car specials up for our site unless the month end on a weekend and we have to wait for the manufacturer to come out with their specials. Service specials are a different story. I always have to wait a week or two and most of the time I just keep last months specials active.

For the pre-owned specials, we actually involve the Internet Managers to update those so they are more exited about the specials and know what is on the website. We started this about 6 months ago and it really seems to work for the pre-owned specials.

 

[Pat in Chesapeake]

Hi Alex,

I'm right across town from you and I have similar issues. Except my 18 locations are spread out all over the country. It is difficult. To me there are 2 solutions:

1) Escalate the issue up your latter so the proper managment can be educated by their superiors (basically they don't believe in it or they wouldn't screw around getting you the info. XXXX rolls down hill, let the owners/upper management drive it home)

2) Come up with your own specials. I am in the mix of things just like the sales managers. Often times I'll post my own things. If they call to complain I educate them on the fact that I'm going to put something there, if they would like it different, get with the program. (I'm sure this doesn't necessarily make it better but sales managers do have to buy into your process. Otherwise, it is like a football team with 3 guys who are always sitting on the ground. You're going to lose until you make them change or the coach fires them). I find that when I post a few things and then that leads to a conversation with them, I make it known that I'm on their side and trying to get them the business. Help me help you! A couple of months like that and usually they are calling me after that.

my 2 cents!

 

[Alex Snyder (blog)]

Thanks for the comments everyone. There are some excellent replies!

Hello Pat - glad to see some local folks are finding Dealer Refresh. How did you discover this site?

 

[Lindsey]

If I'm feeling particularly sassy that day, I'll pick a bunch of sold cars as vehicle specials. That usually prompts phone calls from the sales managers about how I don't know what I am doing. In which I can reply, please email me stock #s of your weekly specials! Lol.

 

[Pat Hayes]

I've been visiting the site for quite some time. I forgot when I joined. Just usually a silent reader.

 

[Gerald]

Alex-

This is a classic example of using punishment/reward which should work well. The first thing that must happen is for the Principal and each GM must be on board in supporting you. Next, I would sit down with each manager and set a time where you can receive the specials in person if possible, or by email so you can go over them together. Get this time placed on the calendar.

After that, thank the early adopters publicly, and reiterate your need for the help of those not already doing it.

Last resort might be to use a little more aggressive discount than they would want, so when a customer comes in and they feel the pain on a loss-leader they may put you a little higher up on their to-do list.

 

[John Paul Strong]

You find the same problem in tracking down information for mass media advertising, only there generally are substantial dollars at stake. When you think in terms of these guys who are too lazy to get the offers in time for a schedule that can sometimes exceed $100k in media you have to develop a system that doesnt slow down your work flow to compensate for theirs. A "Weekly Advertising Traffic Report" is a simple one sheet document that list the previous offer, disclaimer, stock number etc. that gets emailed to the sales manager and the GM gets cc'd on. We created this because rather than all these guys having to be called or emailed multiple times, the offers are taken from an in person meeting (where the GM is present)and dont get changed unless the there are updates or sold vehicles that have to be corrrected. You only take the GM's time once a month, but the salesmanagers are all informed as to what products and offers are being run. You use the words "Advertising" & "Traffic" in the title of the report because anyone who works a desk or sales floor is very aware of the power these words have. If you have no response or any updates to your status report - it is easy to forward to the GM and ask what you can do to help create more traffic, because from the fact that nobody updated the offers, they obviously arent selling any cars.

 

[JIM]

I have had the same problem. I believe a sucessful Internet department has two sides Sales-- Marketing. Most dealers think approximately 30 days out with marketing. I believe the parameters should be at least six months. Review of year over year sales show push months,and can be modified with manufacturers specials as thry occur. If you drive them in and have good internal process the rest takes care of itself. JMHO