How do I grow and evolve my Internet Sales Department?

[Ryan Vaughn]

I've been battling the same problem. I hate the way this thread started with all that negativity, but it is sometimes hard to stay away from that attitude. However, I agree with Alex that if this job/path ain't working for you, go get/make another one.

It's a tough job, but someone's got to do it.

 

[Ryan Vaughn]

And who the heck is Bill Phillips and where has this Second Coming been all my life?

 

[Frank Davis]

Bill Phillips with Automotive Internet Management would like to call your customers for you within 30 minutes for small fee, at least that is what it says on the front page of the website, I did not look any further into it.

My dealer principle said to me six years ago if you cant get someone to come into the dealership and ask for you then dont whine about it. Big eye opener.

I suggest picking up the telephone and calling your customers asap. First one to call is the first one to sell. A good lead management tool is required and tracking your conversion rate is also very important among other trackable numbers. Listen to what the pros have to say here and possibly they might share some of their spreadsheets for tracking data, why track data? because you cannot improve what you do not know.

how many unique visitors do you get a day? how many leads? (there is your conversion) how many appointments? how many showed? sold? new, used?

 

[Alex Snyder (blog)]

Ryan,

Sorry about the hard-ass start to this thread. Unfortunately, there is a lot of truth to it though. I've been in this business since birth, and have been working for Checkered Flag on and off since 1989. On my current stint with the group I'm going on 10 years, but it wasn't until about 4 months ago when the owner told me something that changed my entire outlook. I was upset with the way things were going in a few different areas. I felt like I couldn't get things to go my way (I was in the same boat as Reis, but in a different part of the ocean). The owner of Checkered Flag took me out to lunch and explained that he started this company without any help or automotive experience. Everything he learned about the automotive business was developed on his own. He told me there is a way to get anything done, but it is up to me to find the path to make it happen.

I cannot put the whole context of that lunch, or the months of frustration that built up to it, into this post. You'll have to take the gist of it out of what I have here already and use your imagination to fill the holes. In a nutshell, I was given a perspective on the school of hard knocks that I have now taken to heart. It is not all punch and tackle tactics though - it is about working smart to find your own way.

I used to take no for an answer. I used to let things happen because I thought that was just the way things were. No longer!

So, I apologize if my initial response to this thread was a little on the hard-ass side. However, don't despise debate. It is something to be appreciated and desired. If you don't get all sides/opinions then you're short-sighting yourself.

Like Joe said, this is what makes Dealer Refresh so great - it is a forum for everyone to benefit from all perspectives and view points!

 

[Scott Gabster]

Frank,
I am trying after 15 minutes to find where Bill Phillips want to talk to any of your customers, for ANY Fee.. Maybe you should have spent more time on the site, watched the intro video and done some more reading.

Ryan,
There is NO Saviour in the car business, there are just some guys who are better than others.

Reis,
Fortunately there are people who don't actually take the time to do the research and get all the detail's. You sound like a guy who has been thrown into a tough spot in your dealership, I understand wanting to maximize, profit, units, etc. I have had a chance to work with Bill Phillips in the past and he happens to be much better at this game than any I have dealt/worked with. It wont cost you anything to call, you may end up with a pro player on your team.

Personal opinions are just that, opinions, Reis asked a great question, only a few gave him what he asked for.

 

[Frank Davis]

Scott

So sorry yanked your soft spot there buddy, I went back and found your friends site Bill Phillips. I have to say I looked at the wrong site first time. Excuse me but it was the first one to show up and it said Automotive Internet Management and it says they will call your customer within thirty minutes.

Mr Phillips site has a good intro and I am sure he is very good at what he does, Reis it might be a good idea if you call Bill Phillips and see what he has to say. No argument there.

 

[Jeff Kershner]

Sorry I was not able to get in on this thread before now. Damn job.

I too was a little scared with how this thread opened up with the comments. Though I know we have all been there and at times where it seems as if finding another job is the easiest solution.

Ike, I like what you have there, very nice and a great personal message. How well is that working for you?

"My dealer principle said to me six years ago if you can’t get someone to come into the dealership and ask for you then don’t whine about it. Big eye opener." I've heard that one before a long time ago.

Alex, that last comment of yours was full of heart my man. Love'd it!

Wanna hear something really cheesy (not really)? I was working for a smaller dealer group in my home town and a group of men came in and pitched everyone on attending an "Anthony Robbins" seminar. At the time I sort of knew who he was but was never following any of his motivational stuff. Anyways, after the short seminar/sales pitch, the dealer offered to pay for half of everyones ticket that wanted to attend. I figured what the hell..the quickie was good and Tony Robbins wasn’t even there. The sad part, only 5 other people from the dealer attended.

Long story short, the seminar was all about business and marketing but most of all BRANDING. Whether it was branding your company or your just name. For over 3 hours he preached/talked about so many avenues on how to brand yourself. Here's the cheesy part..I have to admit it was one of the best days of my career. I walked away that day with a million $$'s worth of information.

Reis, look for every way, every avenue you can brand yourself and your internet department.

Something that worked for me in the past...get a photo of yourself and or of your team with a quick compelling message and place it in line of photos of your vehicles. Make it the 4th or 5th photo so when your customers are looking at the photos of your cars..they see your photo with you or your team "smiling" and having a good time.

Be sure all your emails have a smiling photo of you in your signature.

This is where videos can too be a huge asset. Get you or your team and put together a few short videos to help build transparency and let your customers know that you and your team are the solution for them.

Take advantage of the dealer rating sites and get your customers to rate you and your team by mentioning your name in their comments. This makes a strong and compelling WBFM message.

Those are 4 quick methods of branding yourself that doesn't take a lot of effort or consistent up keep.

I don’t think you need to do the "Internet pricing" or even a "Benefits Package" if you take the right message everywhere else (unless you totally need some type of competitive advantage over the competition).

Amanda wrote - "What are you going to do for them?" this is so true. Customers want to know what you are going to for them. "What have you done for me lately? -JJ The right message using some of the avenues above will allow you to achieve this.

Take full ownership of your internet sales department and find every opportunity to brand it to the max.

-Jeff

Joe Pistell, you ROCK!

 

[Chris (blog)]

A few things...

First off, I finally convinced my dealership to make the plunge and TK Carsites is going to create us a real website - the best product they have, and now I don't have use Nissan's site to let my customers build and search for cars...from my website! I got a big 888# and all calls come right to me, but after the new site is up, I can only imagine how many better leads I'll get right from my own website... so I am glad I am the sole i-Guy for my top volume Nissan dealership... I am gunning for 30+ deals a month soon.

So to sum it up, invest in a nice site with all leads and calls coming to you

Secondly, but sadly I have had to abandon my Craigslist ads, as they were all getting flagged by some idiots who think Craigslist is for the small guy... I'm moving on, it was free, and you get what you pay for!

I did use http://postlets.com which I highly recommend...

Lastly.. be upfront in your emails... explain this is not the dealer price, but a special opportunity, and by coming in and not asking for you - you are being taken advantage of. In your face is NOW what it takes, and I tell people flat out if they come in and don't ask for me, and I find out - the dealership will cancel the deal!

It's a lie... but who cares, they pay attention when the prospect of losing the deal altogether is possible.

 

[Chris (blog)]

One more important comment...

Make sure the pay plan works for you! Base of atleast $300 a week + $175 flat minimum on mini deals, and 30% on gross and used.

Do not work for free! so -- get some balls and hold a meeting with the GM and Owner. You can get a job anywhere man... dealers are looking for MORE SALES... but if you are going to do the groundwork, getting these people in the door, you better get paid for it.

There's a new Sheriff in town... it's YOU!

 

[Jimmy lowe]

Hello Reis,
I know this maybe a little late but I figure you may still want to hear my two cents. There is only one way to solve your problem...become the trusted leader within your market. In my opinion you can not control every factor within your market, yet you can control how effectively you position yourself within your marketplace. Today's success does not depend upon products, a consumer can purchase the same vehicle from you or a competitor a hundred miles away. Being successful in today's market depends upon how you position/market yourself or your knowledge. Despite what you may think, you are a business owner (salesmen are independent contractors) and you must begin to think as such. If you can position yourself as the one person that understands the way people feel, the challenges they face, you will dominate your market. Adopting this mindset will set you apart from 98% of everyone else within your dealership and within your market.