- Apr 7, 2009
- 4,795
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- First Name
- Joe
I am a marketing guy, not a sales guy. My job it to rev up the entire machine, so my job (and goals) maybe different and not match yours.
If your job description includes you revving up the whole company, You need a post-sale survey to smoke out that silent majority and shine a light on them!!
Here's a post to some of my survey questions: http://forum.dealerrefresh.com/f40/...isms-really-track-success-498-2.html#post3413
Number One Report.
Create post-sale survey (example below). This report will show you (and management) that 80-95% of your buyers were on your home site before they bought. So? Management doesn't see the site as a "gateway" to the show room. This report makes this an undeniable fact. The quality of the info and tools at this showroom gateway either makes the phone ring or they move on.
How much potential is at this "gateway to the showroom"?
Number Two Report.
Using End of Month numbers, divide number of unique visitors to your website by number of sales. This report will show you that you only sell .5% to 1.5% of your dealership's website audience. In other wods, 99 walk and only one buy. Where did the other 99 visitors go?
These two reports will give you an idea on how much upside there is to "working your crowd". You'll need this to help justifying increasing the budget. It will also help you give you a focus on what stats can help you sell more cars.
Post Sale Survey:
A very short and simple one page survey, Multiple Choice answers, made mandatory at delivery. A few on my survey are:
If your job description includes you revving up the whole company, You need a post-sale survey to smoke out that silent majority and shine a light on them!!
Here's a post to some of my survey questions: http://forum.dealerrefresh.com/f40/...isms-really-track-success-498-2.html#post3413
Number One Report.
Create post-sale survey (example below). This report will show you (and management) that 80-95% of your buyers were on your home site before they bought. So? Management doesn't see the site as a "gateway" to the show room. This report makes this an undeniable fact. The quality of the info and tools at this showroom gateway either makes the phone ring or they move on.
How much potential is at this "gateway to the showroom"?
Number Two Report.
Using End of Month numbers, divide number of unique visitors to your website by number of sales. This report will show you that you only sell .5% to 1.5% of your dealership's website audience. In other wods, 99 walk and only one buy. Where did the other 99 visitors go?
These two reports will give you an idea on how much upside there is to "working your crowd". You'll need this to help justifying increasing the budget. It will also help you give you a focus on what stats can help you sell more cars.
Post Sale Survey:
A very short and simple one page survey, Multiple Choice answers, made mandatory at delivery. A few on my survey are:
- Have you bought from us before?
- If yes, How many vehicles?
- As best as you can recall, how long have you been looking for a new vehicle?
- While you were car shopping, where did you get most of your ideas? (check all that apply)
- How did you hear about us? (check all that apply)
- Do you consider yourself a frequent internet user?
- Did you visit internet automobile shopping sites? (please check all that apply)
- Did you visit our website, ________.com?
- How did you locate our website, ________.com?
- Did you find ________.com helpful?
- How can we make ________.com better?
