While I was waiting, I decided to go ahead and start knocking this out myself based on what I'm learning so far. Please keep in mind that I've only been on the job 3 weeks and have no automotive background so be nice. In addition, I'd really like some help filling in the reporting aspects of the description. I believe that managing by numbers is a great way to do business and I'm really interested in knowing the key metrics that some of you are using to manage your departments. I'm sure there is better terminology than what I've used too. I have this in a word document that I'm more than happy to distribute if anyone wants to collaborate or just wants to have a copy. With that said...............
Internet Sales Manager Job Description
To increase the overall sales, profitability, and service of the dealership while lowering overhead by leveraging the Internet and other technologies.
The ISM will have 3 distinct and different yet correlating job titles and responsibilities. Each title holds its own set of responsibilities, goals, and objectives.
1) Webmaster
To generate viewers of the dealership’s website and inventory and, most importantly, convert those viewers into leads
Key Elements
Website
- Keep Content Fresh
- Monthly Specials
- Programs and Promotions (i.e. CARS)
Lead Generation
- SEM and SEO
- 3rd Party Generators (AutoTrader.com, Cars.com, KBB.com)
- Chat Technology
- Customer Testimonials (Video and Written)
- Blogs
Reporting
- Unique Visitors
- Traffic from 3rd Party Generators
2) Inventory Manager
Responsible for presenting the dealership’s inventory as quickly and effectively as possible by using pictures, video, and descriptions
Inventory Presentation
·Real-time (or as close as possible)
·20+ Quality Pics
·Sexy Descriptions
·Priced Right to maximize profit and reduce days on market
·Custom walk-a-round videos
·Consistent lighting and background
Reporting
- Hottest Cars
- Days on Inventory
3) Business Development Center Manager
To convert as many as leads as possible into appointments and walk-ins (and possibly out of area sales)
Customer Interaction
- Immediate Response
- All forms of communication offered (Phone, IM, Chat, e-Mail, Click to Talk, Social Networking, etc.)
- Automated follow-up system
- DETAILED reporting
- Sale Autopsies
Sales Management
- Distribution of leads based on customer type
- Daily meetings w sales to check on lead status
Reporting
- Leads to Appointment Ratio
