Where to go from here?
One word..SERVICE Whether your product is a high end import or one of the domestics..the customer wants service. How many times do you have to make money on an Internet new car deal to realize that you did not sell them a vehicle based on price but rather earned their business with VIP service and product knowledge. The average automobile consumer is smarter and more diverse than we(general term) give them credit for. In reference to inventory, the days of 'pretending' to have what the customer wants will fade. So far the majority of the comments I have read sound very 'old school' in reference to having a database of imaginary inventory. Give credit where credit is due. The average Internet consumer will have the ability to determine where vehicles are. It's the dealership that provides the service and convenience that will win the deal. How many appointments have to show up at your dealership without so much as a vehicle ready for them to test drive(and no it doesn't have to be the exact one) or a salesperson who knows how to sell value vs price. The dealerships that provide that VIP service will 'win' in the end. Set up your dealerships to provide unparalleled service and watch the flock follow. My own experience has shown me that the dealer who goes the extra step to make the customer feel that they are in control is the dealer that will beat the 'BIG' dealer that sells purely based on inventory or price. Sell the appointment. The whole goal of Internet Marketing as with all other forms of media is to do one thing..get the customer to visit your dealership. I think that the customers you 'miss' because you did not have a particular vehicle in stock have far less impact on your sales than the ones that you try to convince you have a car in stock that you do not have. Bring them in on the promise that they are important, you will have "A" vehicle available for them to drive and they will have a New/Pre-Owned specialist available to them for their appointment. I can't tell you how many floor ups ask their salesman..Whats the deal with the Internet VIP banner above fresh clean vehicles outside our dealership? I wonder how many of them will change their buying habits on the next vehicle they purchase?
One word..SERVICE Whether your product is a high end import or one of the domestics..the customer wants service. How many times do you have to make money on an Internet new car deal to realize that you did not sell them a vehicle based on price but rather earned their business with VIP service and product knowledge. The average automobile consumer is smarter and more diverse than we(general term) give them credit for. In reference to inventory, the days of 'pretending' to have what the customer wants will fade. So far the majority of the comments I have read sound very 'old school' in reference to having a database of imaginary inventory. Give credit where credit is due. The average Internet consumer will have the ability to determine where vehicles are. It's the dealership that provides the service and convenience that will win the deal. How many appointments have to show up at your dealership without so much as a vehicle ready for them to test drive(and no it doesn't have to be the exact one) or a salesperson who knows how to sell value vs price. The dealerships that provide that VIP service will 'win' in the end. Set up your dealerships to provide unparalleled service and watch the flock follow. My own experience has shown me that the dealer who goes the extra step to make the customer feel that they are in control is the dealer that will beat the 'BIG' dealer that sells purely based on inventory or price. Sell the appointment. The whole goal of Internet Marketing as with all other forms of media is to do one thing..get the customer to visit your dealership. I think that the customers you 'miss' because you did not have a particular vehicle in stock have far less impact on your sales than the ones that you try to convince you have a car in stock that you do not have. Bring them in on the promise that they are important, you will have "A" vehicle available for them to drive and they will have a New/Pre-Owned specialist available to them for their appointment. I can't tell you how many floor ups ask their salesman..Whats the deal with the Internet VIP banner above fresh clean vehicles outside our dealership? I wonder how many of them will change their buying habits on the next vehicle they purchase?
