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Just another thing to add to the long list of stuff said by Internet Experts whose understanding of the Internet is vastly different than my own. My favorite bit of advice touted by this group is, "Don't put your cars up on the classified sites right away. Give yourself a few weeks or a month to make the big gross."That there is a market for this advice shouldn't surprise me; change is hard and the Internet has most certainly changed our business. This group of advisers gives comfort to management by saying that the old school ways still work. It's much easier to have conversations about SEO VS SEM, landing pages, microsites and split testing, than it is to have conversations about profound changes require that attention at every level of the dealership. By following this advice, management continues to operate as they always have, while anything internet-related is assigned to "The Internet Department".I too used to think that the Internet didn't really change the process, only where we advertised. I now realize that the balance of power (knowledge) has shifted dramatically between the dealer and customer. It presents a new array of challenges, but also tremendous opportunities for those that really embrace and understand the changes.
Just another thing to add to the long list of stuff said by Internet Experts whose understanding of the Internet is vastly different than my own. My favorite bit of advice touted by this group is, "Don't put your cars up on the classified sites right away. Give yourself a few weeks or a month to make the big gross."
That there is a market for this advice shouldn't surprise me; change is hard and the Internet has most certainly changed our business. This group of advisers gives comfort to management by saying that the old school ways still work. It's much easier to have conversations about SEO VS SEM, landing pages, microsites and split testing, than it is to have conversations about profound changes require that attention at every level of the dealership. By following this advice, management continues to operate as they always have, while anything internet-related is assigned to "The Internet Department".
I too used to think that the Internet didn't really change the process, only where we advertised. I now realize that the balance of power (knowledge) has shifted dramatically between the dealer and customer. It presents a new array of challenges, but also tremendous opportunities for those that really embrace and understand the changes.
