How do I grow and evolve my Internet Sales Department?

[Rob (blog)]

I think it is something as simple as tracking the customers that email you, and matching them up against the closed deals log.

I manage a large internet department where we average anywhere from 180--200 deals per month. Much of my time is matching closed deals with lead records I maintain in an excel program.

With the amount of the deals you are talking about, you should be able to create a manageable tracking system, combined with email proof or, like others have mentioned, incentive for the customer to ask for you.

I use a "Preferred Internet Price Code", which is actually the Customer Number my pathetic CRM tool assigns to each incoming lead. The customer is told to bring in the sheet we email, with their PIPC on it, to avoid the rigamoral and experience our "Internet Experience."

I hope this helps. Bellyaching and foot-stomping leads to unnecessary aggravation, bitterness, and poor performance. Simply take matters into your own hands and play Columbu..quietly and confidently.

Best of luck...Rob L.

 

[Gerald]

Reis-

The first thing you need to do is a little detective work periodically. Many of these customers that are sold are buying after they have contacted your store. Depending on how many vehicles we have sold, I will scrub the deals with my CRM by looking for names/phone numbers from the DMS and those in the CRM, Cars, Autotrader and SEM campaign phone reports. You will find a couple of more vehicles each month.

Second, you need to give the customer a reason to contact you. Perhaps to have a stance of no pricing over the Internet or phone, your best price is in person, or a pop-up coupon with a $200 value, $400 if they schedule an appointment. Perhaps a flat-screen t.v. with any Internet sale (about $250 shipped from Circuit City).

Third, give the customer a reason talk to you when they come in. Things like you are a senior associate and have more latitude for working deals, you can deliver the car and paperwork to them, since you already know what they are looking for you can save them time AND money, rather than starting from scratch when they come in. You will have a vehicle waiting on them when they arrive when they schedule an appointment with you, etc.

These and the social networking ideas are the way to differentiate YOU AND your dealership from the others.

Good luck!

 

[Chris K]

There's a website called MyLiveSignature that has a cool free tool that creates your personal signature in about 100 different font styles. I use it now for everything and adds a professional touch that most of the others dealers are not doing. Check it out.. and it's free!!

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www.mylivesignature.com

Chris K.

 

[Melissa (blog)]

VIDEO! Video your inventory - with you in the video!! Place your inventory I my website, and any other place that you can find video car sales. Not many dealers have caught on yet w/video and that's why I started this site! Sell yourself and your inventory! Be creative and have fun with it. People will remeber you and your inventory Give it a try - www.usaonesourceauto.com.

 

[Evelyn Fine]

This is my first visit to this site and I'm glad I found it. I've been in this position for about a year and a half and it's good to know that I'm not the only one faced with some of these issues. All of the suggestions I've read are good and I look forward to implementing them. I find the greatest difficulty I face is getting buy in from the sales managers.

 

[Brian in Etown]

uh oh looks like we have more Ky. folks showing up....
Evelyn don't listen to these guys and gals they just want to start trouble and beat up on autotrader.

 

[JIM]

Reis: Here is my suggestion. You need to monitor the effectiveness of whatever you or your team does. I can track 35% sales of my dealership to the Internet I believe I influence 50% or Higher. I believe this as the other forms of advertiseing dollers have dractically decreased without loss of sales.
Have a toll free number directly to your department with a call monitoring program. Have a CRM with effective lead management and tracking.Market every way possable. review the results.

 

[Rob Fontano (blog)]

Of course you'll have to chase deals from time to time, but Branding yourself and or your department works. As mentioned before video is a powerful tool if used effectively.
You must make the customer aware that you are their link to the best service, deal etc.

We use video introductions of all of our Internet Sales and Delivery Team. The video is short and casual, but it puts a face on the person on our end of the keyboard.
Believe it or not strong appoinment setting skills go a long way.

Confirming the appointment the night before, and giving the customer specific instructions as to what to do when they arrive to save them the most time works. When you tell a customer while firming up the appointment that you will have all of the information pertaining to their purchase so they "Won't have to start all over again" when they arrive. It really makes an impact. Just don't be desperate, please ask for me....yada yada. Be professional. Run your department like you would run your own business.