While there are many advantages to a strong Internet Department at a dealership, the biggest advantage goes to the customer. With so many sources and sites to surf, today’s car-buyer barely needs to step into the dealership.
Those shopping for vehicles from the comfort of their own homes put the Internet Sales Professional (ISP) at a disadvantage. We are all attempting to bring the customer into the store while they are doing everything in their power to stay away. The phrase “No phone calls please” puts a real wrinkle in the typical sales process.
Some dealers are offering one way webcams into their internet department. I feel this is a mistake. We are offering the customer an opportunity to judge the ISP from afar. Our main focus still must be getting them directly in front of us. This way, the ISP can get a “read” on their customer and, once again, make it an equal playing field. The world wide web is no equal playing field.
No matter how you slice it, without a face to face, the internet empowers the shopper during their vehicle search. Every ISP knows how important it is to get the customer on the phone and, eventually, into the showroom. Customers are not nearly as powerful without their computer in front of them, it seems. The impersonal nature of car-buying and negotiating through the internet gives the shopper “keyboard confidence”.
We have all had experiences where a customer simply refuses to budge while communicating over the internet. Whether it be requests for a price quote (or a more aggressive price quote), trade estimate, finance and lease payments, inventory, etc., customers are getting more demanding of their local ISPs. Several years ago, after responding to an internet lead, the customer would immediately call you with a statement similar to “Golly, I can’t believe somebody emailed me back. I’ll be over in 15 minutes with a checkbook.” Well, maybe it wasn’t that easy every time, but it definitely isn’t a gross exaggeration. Nowadays, especially in the crowded Chicago market, I am not surprised when I receive a lead like this–
“No Phone Calls Please. Email Only. I am looking for your best possible price for both the 2007 Toyota Camry LE and SE 4cyl and V6. Please include a list of all standard and included optional equipment with MSRP and invoice price. Please list all incentives and rebates available. I need to know finance payments for 48 and 60 months with both $0 down and $1,000 down. I also require lease payments for 36 and 48 months. I want to see 12k and 15k miles a year with $0 down. My credit is excellent. Please tell me what colors you have in stock or an approximate date that you will have these vehicles. I have attached information on my trade-in and prefer a close approximation of value. Also, let me know what your specific dealership offers to its customers. I am emailing every Toyota dealership in the city for the most aggressive price. I will contact back the three lowest dealers to allow for a re-bid. All information must be received within 24 hours of this email. Thanks for your efforts. I will be making a purchase decision in the next three months.”
You may feel the example above is excessive. I believe it is as well. However, it is truly not a far cry from the typical emails I receive (and I do still get one just like these weekly). Now, what type of ISP are you? Do you believe this customer deserves to have their questions answered? Do you call them, ignoring their request, and invite them in to have their multiple questions answered? Do you simply send a template email back with your standard internet price for only one of their options, hoping giving a little honey will lure the bear? Truth be told, there is no correct answer. One method may work with one customer and backfire with another.
Remember, everything you email to the customer is being judged. They are looking for any reason possible to exclude you from their car search. While the ISP must offer several reasons for the customer to come in, they must only give them one excuse not to. Do your best to write as conversationally as possible. Your emails shouldn’t sound robotic like an automated email, but they shouldn’t sound like you’re simply “shooting the breeze” either. If the customer appears to require a more technical response, adapt and turn into Johnny #5 on them (obscure, 80’s movie reference). If the shopper communicates in a more informal manner, then take a casual writing approach.
As I have said in previous articles, we have to rise above the customers’ preconceived notions of our industry. We have to fight the stereotype that internet shoppers hold. We are the dealer’s first line of defense. A quality ISP can change these (often) untrue perceptions in the manner with which we reply. Unfortunately, we have no choice. Their desired means of communication is the internet and we must adhere to their choice.
Advantage Customer. So here goes my tennis metaphor. A car-shopper and ISP can volley emails, replies, questions, and answers back and forth. They can serve up an amazing objection and we can return with a great reason to buy. Until we get them until our dealership, the ball is in their court. The customer can be so demanding, they may get you off your game. A few well-placed shots from the ISP, though, can send the customer from one end of the court to the other. It is then when the ISP gains the control. It is then when the customer is lead into the dealership.
Game, Set, Match.