"ARE YOU A DEALER TRYING TO COMPETE IN THE DIGITAL WORLD?"
"ARE YOU A DIGITAL DEALERSHIP?"
Question: "How much has the Internet and the Digital world changed in dealerships in the past 5 Years?"
Question: "How good at you at the Digital Analytics?"
Question: "How much has your Road To The Sale been updated to handle the Today Buyer?
The Internet and the whole department has been a "Race to Change". Yor processes, your templates, your training, your accountability, all of these things are changing at Lighting Speed and how well are you keeping up?
In my experience of working with dealerships and their Internet departments is this is the new Showroom, the new means of creating floor traffic - BUT - everything impacts everything else. Don't have pricing right, scripts are
irrellvent. You don't have all the rebates calculated and passed onto people handling in-coming calls you are missing opportunities. You don't have the proper ACCOUNTABILITY in place, you are missing income opportunities.
Let me share a tad bit of information with you: If you owned a dog for 3 years - in human time the dog would be 21 years old. Most know this correlation.
But what is the correlation in Internet years? For example you have a schedule for following up with Internet leads in place that you wrote 3 years ago, how old would that be in Internet years? The answer 36 years old.
That is what we are competing with - change at a pace we have never had to deal with EVER in the automobile business.
WHAT"S THE MOST IMPORTANT PART TO HAVE A SUCCESSFUL INTERNET DEPARTMENT?
I have been working with dealerships and their Internet department for the past 15 years and I can't size it down to one item.
It's pricing - it's inventory - SEO/SEM - it's 3rd party leads and pricing with those constantly being a battle - it's your CRM - your hosting site and lead providers.
Then it - impressions - conversion rates - SRP's/VDP's - click thru's - bounce rates - GEO Targeting & Fencing - Google Analytics. The we bring data into the department, "data mining" "we want to buy your car".
The list of items goes on and on and on.
Who first of all understands it and more of a challenge, who has time for all of this?
But if you don't play in the game, your competition is, and they will leave yo in the dust.
Setting up CRM follow-up schedules, having the proper templates in place, getting into the "texting" world, getting into the video world, teaching "value added" phone techniques, teaching how to write "value added email and text messages", this is just scratching the surface as to what is entailed in setting up a well run and profitable Internet Department. And remember, after you have had something in place for about 6 months. that would be like 3 years old in the Internet world - it is out of date and needs updating.
Call and discuss how you can get into the game, make fewer mistakes, doing faster than you can do it yourself, all of this will increase profits and do it at the least possible cost.