Posts Tagged ‘“Dealer Knows”’

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Instant Gratification: Why outsourcing live chat isn’t always your best bet.

Friday, July 8th, 2011

Ten years ago, we used to say that customers preferred submitting email leads rather than walking into the store because it gave them instant gratification. They could have their questions answered immediately.

Nowadays, we all know this was a joke because the average response time took forever and still to this day in the industry it is well over an hour (and over 4 hours in some locations). Live chat (and, in some lesser cases, mobile) has overtaken email as a way to be instantly gratified with information.

However, if you are outsourcing your chat, know that the person representing your dealership does not have the ability (or knowledge or authority) to answer many of the customers’ questions. Moreover, what makes their BDC any better than yours? Be careful whom you get into bed with when it comes to outsourcing your chat.

Here is just one example from one of my dealer clients of an outsourced chat company and their inability to work with the customer. (The exchange below has not been altered except for removal of the dealership name and number.)

Chat Conversation:
John: It’s a great day at [Dealer Name]! How may I help you?

Visitor195794: Im looking at the 2008 volkswagon jetta. do you have a cash out the door price?

John: Alright.

John: Let me check that for you.

John: May I have your full name please?

Visitor195794: Brett

John: Nice to have you with us, Brett.

John: One of our sales representative are the best person to discuss pricing with.

John: Let me have one get back to you.

John: For that may I have you email address and contact number please?

Visitor195794: I cant get that info from you ?

John: I’m sorry, I’m not authorized to discuss pricing. Let me have a sales representative get back to you on this and hopefully work something out with you.

John: May I have your email address and phone number please?

Visitor195794: dont understand why that cant be discussed?

Visitor195794: thats how i purchased my last car

John: Because I’m not the right person to discuss the pricing.

John: However you may contact at 866-555-5555 regarding prices.

John: Is there anything else I may help you with?

Visitor195794: guess not

John: Alright.

John: We appreciate you considering (Dealer Name). As soon as we have the exact information you are looking for, we will get back in touch with you promptly. Thanks and have a great day!

Visitor195794: no sence in having the chat feature. if you cant discuss price

I couldn’t agree with the customer more. Now, understand that if you don’t have a dedicated BDC or Internet team sitting in front of their desktops all day long, then handling live chat yourself isn’t an option. In that instance, an outsourced chat provider is the ONLY direction you can go, rather than frustrate the customer by continually ignoring and missing their chat requests. But if you DO have that team structure in place, I strongly recommend that you hand chat over to your team.

A good chat should be handled like a good phone call. You must validate the customer’s question, thank them for contacting you through the medium, give them a personal benefit for handing over their contact information to you, capture the info, and answer their questions as quickly as possible while setting up the upcoming call/email/appt with the customer. Who better to handle chat for your dealership than the BDC that handles the inbound phone leads?

Essentially, outsourcing your live chat has the potential to go against everything the medium supposedly offers to the consumer – instant gratification.

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Posted in Blog, Internet Strategy | 1 Comment »



Ask the Expert – with Joe Webb of DealerKnows Consulting – (Internet Sales)

Friday, June 3rd, 2011

(Ask the Expert is a Q&A section in the upcoming new DealerKnows site yet to be released where the team at DK solve the problems facing automotive Internet professionals. These are the test runs.)

Hi Dealer Knows:
What would you define as an “authentic internet lead”. For example, if a customer walks in off the showroom and says they saw our used car online – is this considered an internet lead?

Thanks!
Angi W.
Internet Director
___________________________________
Joe Webb replies:
Hello Angi,

Thanks for reaching out. You ask some good questions. When you ask what an authentic internet lead is, I would have to give two different answers and solutions. Much depends on your lead-handling process and department structure.

Typically, Internet Professionals are paid based on what they bring into the store and sell. In this instance, a dealer will consider an authentic Internet lead as any email that originates online and enters into the CRM OR any phone call that is brought in from a dedicated, online resource (preferably handled by someone who is in the Internet department or BDC and sources correctly).

If someone is an eCommerce Manager/Internet Director like yourself, for instance, then pay is predicated upon all of the appts/sales brought in by the online advertising of the store. This includes those calls, emails, AND walk-ins that are sourced properly as an online customer. In the example you mentioned, provided the customer states (and it is put into the CRM) that their primary motivation for purchase and what brought them in was based on what they say online, then THAT is an Internet sale (while not an Internet lead).
It is a dichotomy that drives many in our industry crazy. It needs to be defined based on the department structure in place as well as the lead handling process you are following.
Here is an article I wrote for DrivingSales a little while back on the subject of what isn’t and isn’t an Internet Sale – Overthinking It!

I hope I was able to answer your questions. If you’d like to chat sometime, I’d be happy to accommodate you. Let me know if there is anything else I can do.

Thanks,
Joe Webb
DealerKnows Consulting
847-456-5130

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Posted in Ask the Expert, Blog | No Comments »



Ask the Expert – with Joe Webb of DealerKnows Consulting

Monday, May 2nd, 2011

Our first in an on-going series of Q&A for dealers by eCommerce experts and trainers. Soon to be featured on the upcoming, redesigned DealerKnows website:  Joe Webb, Bill Playford, and other auto industry and internet sales experts will weigh in on your pressing dealership questions.

Question:

Dear Joe,
Our BDC agents set a lot of appointments, but when the customers show up, they keep falling into the wrong salespeople’s hands (or are simply taken away and never introduced to anyone on our Internet team).  How do we make sure that they ask for us when they come in?

From
Juan R.
Connecticut Dealer

Answer:

What?  Skating from the Internet department still happens?  Say it ain’t so…. J

Great question, Juan, and it is something that many BDC’s struggle with.  It comes down to structure, discipline and management.  Many of these you have limited control over so I will give you just a few word tracks your team can use to make sure that all of the appointment-setting they do pays off for them.

First off, when setting an appointment, your BDC team needs to do a few things…

1)  Ask the customer to write down the name of the Internet sales specialist they are coming into see.  (Or, at the very least, a trusted sales manager should be the inbound customer’s point of contact.  If all else fails, while it isn’t ideal pulling a BDC agent away from the phone, have them ask for them personally.  More on that later.)

2)  Tell the customer in a somewhat hushed tone as if it’s important “I’d rather you speak to one of our Product experts that help our Internet customers rather than just a salesperson.”  Sounds harsh, but it works like a charm.  Now you are making it seem as if the customer has a true advocate at the dealership waiting for them opposed to an adversary.

3)  Whenever your BDC team sets an appointment, send out an appointment reminder email with a picture of the Internet team member or sales manager they should ask for when they arrive.  Putting a face with the name is imperative and they’ll visualize working with that employee specifically.  If the customer has given you permission to text them information, this works even better over text.  (RFID tags aren’t prominent or widely used yet, but this will solve everything in the future….stay tuned on that technology.)

4)  Let the customer know that to ensure they receive, “not only the best price, but best experience possible, make sure to ask for a member for our Internet team.  They’ll come get me so I can personally shake your hand for stopping in.”  Now you are guaranteeing, not only a higher level of customer service, but personal attention and adulation as well.

And here’s one more intuitive way to remind people who to ask for when they arrive….

Get a white easel board and put it at the front of the store.  (If you have the technology for a digital display, by all means, do that as well.  However, it may not grab the attention the way a digital screen/monitor can, but a white easel board will suffice for most dealerships.)  At the top of the board, it should say “DEALER NAME wants to thank (Customer’s first initial and last name) for stopping in and working with (Salesperson/Internet Salesperson’s 1st name).  At the bottom, it can say – “Let us know when you arrive!”  Next to the salesperson’s name, you can have little magnetic pics made of their faces (or icons/pics if using a digital display).  When a BDC agent sets an appt, they can either walk down and write it on the board next to the salesperson’s name and pic or enter it into the Appointment calendar online that feeds to the monitor.

Hope this helps.

Joe Webb

 

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The Test Drive Conundrum

Wednesday, April 13th, 2011

On your very first day in car sales, a manager (or likely the put-upon salesperson) brought you out onto the lot and showed you how to give a proper vehicle presentation and demo drive. You were shown this once.

Over the years, customers have become far more researched on the vehicles they are interested in and many believe the basics of the product presentation have changed. Their knowledge allows us to be more concentrated on certain aspects of the vehicle than others. However, my question to you is, do you feel the demo drive has changed?

Most customers primarily show up to test drive first and ensure they are indeed interested in the vehicle that is best for them. Like trying on clothes, they want to check the fit, feel, finish, and comfort of the vehicle.

I know I’ve made some comedic videos about test drives gone wrong, but recognize that there are only a few different ways they can be conducted. What style works for some won’t work for others. There are four primary ways a test drive can be handled:

Test Drive #1:
You pull the vehicle up for the customer. The customer sits in the driver’s seat and you sit in the passenger seat, navigating them through the vicious 4-right turn track that you’ve created for yourself.
Conundrum #1:
If you have given a proper presentation of the vehicle’s features before (or plan to after), how do you spend your time in the vehicle with them?
Do you
a) Just focus on their 5 senses (How does it feel? How is your field of vision? Are you comfortable? Do you smell that new car smell? Etc)
b) Do you focus on their need for the vehicle? What they are comparing it to and how they will be using it?
c) Do you re-highlight the features?
d) Do you build rapport with them and shoot the breeze?
e) Do you just shut up and let them experience it on their own?
Condundrum #2:
If the customer has a spouse with them, do you
a) Sit in the backseat and navigate from behind?
b) Sit in the front passenger seat so you can be a focal point for the second passenger?

Test Drive #2:
You pull the vehicle up, you drive the vehicle off the lot as your passenger and then perform the Chinese fire drill with a customer at an undisclosed place on the 4 right-turn track.
Conundrum #2:
While this is a commonly taught practice, I ask, are you driving it off the lot
a) for safety reasons?
b) so you can retain control of the experience?
c) because with your expertise you can show them “what this thing can do” better than they might be willing to?
d) so they can experience the vehicle without having to focus on the traffic in front of them?
e) because you are a control freak and you want all eyes on you?

Test Drive #3:
This form of test drive is rarely taught and often derided, but commonly executed. Many people feel the most effective form of test drive is to simply throw the customer the keys and let them take the vehicle out on their own. Do you find allowing the customer to test drive alone..
a) allows them to experience the vehicle on their own without any pressure or anxiety?
b) takes away your ability to build value or control the customer?
c) is effective, especially for Internet managers, because it allows them to complete in-store tasks while the customer is away?
d) makes you, the salesperson, appear more professional that you trust them to test drive it on their own?
e) makes you, the salesperson, look lazy because you are unwilling to spend the time with the customer?

Those are the different styles of Test Drives and the Conundrums that follow each. This is an imperative step in the road to the sale and I’d love to hear what works for you. At one time or another, I’ve used all of these test drive forms, with differing degrees of success. At DealerKnows Consulting, we have a fairly specific process that works like a charm for Internet shoppers stopping in to test drive that we train our clients on, but we’d like to hear from you. (We hear ourselves talk enough).

We understand that every customer is different so I’m looking for people to take a stand on this rather than just respond with “You’ve gotta get a feel for ‘em” types of answers. We KNOW that 25% of so (random percentage) will only want to do things their way, but that leaves 75% (unproven percentage) willing to follow your instructions. How will you proceed? How do you let your customers experience a Test Drive?

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Posted in Blog, Retail Automotive | No Comments »



Spring Training with Joe Webb of DealerKnows Consulting

Wednesday, March 30th, 2011

Baseball season is back in full swing. (See what I did there?  Yes, very cheesy, I know). And spring training for the teams is coming to an end.  They’ve spent well over a month preparing themselves and their minds for the day-to-day responsibilities that go along with a season of baseball.  Trainers, managers, and coaches get together to evaluate their personnel and to get them ready for action.  Several dealers do the very same when they seek out training for their team.

Dealers seek out trainers because it is necessary to have experts of different disciplines take a look at what you are putting out on the field of play.  You often need a skilled tactician to analyze your team, pinpoint opportunities, address concerns, teach fundamentals, build up your strengths, and eliminate your weaknesses.  Most importantly, it is the extra set of eyes from an outsider that helps shape a team into a successful bunch of athletes.

The problem is, far too many unemployed, out-of-work Internet Managers are calling themselves “consultants” and muddying the water of best practices.  (I’m only saying this because all season I’ve been doing my own “spring cleaning” where we clean up the mess made my another ill-prepared “consultant” the dealership mistakenly brought on before us.)  Just because someone reads the blogs, comments on the social networks, and attends conferences while achieving mediocre to slightly above average results at a non-descript dealership does not make someone a consultant…let alone a trainer.  These people are turning around and regurgitating articles they’ve read of best practices written by others, passing them off as their own ideologies, and implementing them into dealerships with no understanding of how to actually “teach” someone the philosophies behind it.  This is why the power of a Trainer or Consultant only goes so far.

Any respectable, “true” consultant or trainer will tell you that they can only take you and your team so far on their own.  We, as “true” consultants can get your team up-to-snuff on the fundamentals, help you set the best line-up and put the best people out on the field together.  We can recommend what type of equipment to use and give you a plan for attack, but we can’t manage.  A trainer can surely review the outcome of each game and help plan for the following day (as we do with our Virtual Dealer Training program by listening to phone calls, monitoring email correspondence from your team, and analyzing reports with the team’s management), but we can’t be on-site all the time.  You need a manager on the field watching over each game that can call plays on the spot and make quick decisions based on the situation in-store.  We, as trainers, need someone on-site – our advocate – that can continue to deliver our message and carry through on the collective game plan.

Spring training time is upon us.  The summer season is right here at our doorstep.  Have you made sure that your team is trained by the best?  If they are up to bat more often during the summer months, are you making sure that there is an on-field manager watching each cut they take?  Do your managers have someone they can rely on to discuss performance opportunities?

It’s time to play ball.  Have you prepared your team to take the field and win?

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Posted in Blog, Internet Sales Training | No Comments »



The Great Joe Webb Video Contest

Monday, March 7th, 2011

As many know by now, I just developed a Contest for Car Industry folks.  With all of my comedic car sales videos floating around out there, I get calls and emails from folks in our industry asking to be in one of my skits all the time.  Well here is your chance.

For those that know me, they know that, above and beyond my crazy and comedic sensibilities, I pride myself on being a family man first.  Well, in 2 months, my wife and I are proudly expecting our 2nd child.   So here is the contest:  If you can guess (on your 1st guess) right here on this thread the weight of my child at birth, YOU will get to star in one of my next comedic car sales videos I film.   Just leave your comments at the bottom of this post!
I’ve included the current guesses I received on my Facebook page post for this contest below.

Rules:
1)  No hints should be shared by those that know anything.
2)  It must be made within a week of this post.
3)  t must be exact – not closest.  This isn’t Price is Right rules.
4)  If, for any reason, a weight is already taken by another guesser, feel free to choose that same weight.  If for any reason the person is unable to make the video shoot, you will be chosen.
5)  Logistics will be worked out later.  Whether we will come to film near you, you will come to us, or we will film in a centralized city, it will be decided on later.
6)  My goal is that these videos will debut during one of my speaking sessions at a fall automotive conference.

Good luck.

In order of guesses,

  • Arnold Tijerina ‎8lb. 10oz.
    Friday at 8:29am · 

  • Brent Durham ‎7lbs 11oz
    Friday at 8:34am · 

  • Terry Powell ‎7lbs 14oz
    Friday at 8:42am · 

  • Ed Kiel ‎1st, congrats 2 three of you, 7lb, 4oz.,, oh yea, and beautiful.
    Friday at 8:48am · 

  • Ryan Green The baby will be a healthy 7lbs 15oz, and if it’s a boy you should go ahead and name him Chevy (you know you want to!).
    Friday at 9:39am ·  ·   1 person

  • Allison Corado CONGRATULATIONS!! 6lbs 8oz! So excited for you!
    Friday at 9:48am · 

  • Kevin Frye ‎8lb 5 ounces, and named after me…
    Friday at 10:07am · 

  • Tim Webb ‎8lbs 1oz of Homegrown happiness!
    Friday at 10:21am ·  ·   1 person

  • Paul Jimenez ‎7 lbs. 6oz
    Friday at 10:29am · 

  • Tony Kimbro ‎7lbs 8.5ounces
    Friday at 10:32am · 

  • Eric Miltsch ‎7lbs. 7.5oz.
    Friday at 10:40am · 

  • Tanesha White ‎6lbs 8oz and you should want me in your skit anyway! :)
    Friday at 10:42am · 

  • Aaron Kominsky ‎7 lbs 3 ounces
    Friday at 10:50am · 

  • Craig Shogren Not a car industry folk, but still like a contest….7 lbs 1 ounce
    Friday at 11:10am · 

  • Kaleb Curtis I’m not in the car industry, but I’m a sucker for pool bets. I’ll go 8 lbs 2 ozs
    Friday at 12:02pm · 

  • Stan Sher I would say 8 pounds 8oz
    Friday at 12:43pm · 

  • Ryan Green I think these videos need to be classified as an all new genre. How about “Informative Automotive Sketch Comedies” or “Infocarcoms”
    Friday at 1:15pm · 

  • Aj Maida Stan Sher stole my number…he has been known to telepathically read mens minds…the rules clearly state that there can be no clues…therefore Stan should be summarily dismissed for using his superpowers
    Friday at 1:31pm ·  ·   1 person

  • Manny Luna ‎7lbs 7 ounces If I win I would like Stan to co-star please…
    Friday at 1:32pm · 

  • Aj Maida Ok all that being said and even though I can’t use my own birth weight on a post started on my birthday because Stan cheated I’m going to go with 8 pounds 7 Oz.
    Friday at 1:33pm · 

  • Daniel Kortmann ‎9/11 that fateful weight
    Friday at 2:01pm · 

  • Tim Webb April 3 eight lbs 13 oz
    Friday at 3:06pm ·  ·   1 person

  • Richard Lucy Weightless on the International Space Station.
    Friday at 3:55pm · 

  • Edward Shaffer ‎8lbs 4oz
    Friday at 4:17pm · 

  • Friday at 10:51pm · 

  • Bill Playford ‎9lb 3oz (I’ll be in the video anyway)
    Saturday at 8:45am ·  ·   1 person

  • Tim Jennings ‎8.3 my friend
    Saturday at 9:08am · 

  • Saturday at 9:10am · 

  • Eric Hippen Pretty awesome! How about 7lbs 11oz
    Saturday at 9:56am · 

  • Glenn Pasch ‎7 lbs 5 oz
    Saturday at 1:20pm · 

  • Bill Goodfriend Congratulations first of all. My guess is 7lbs 6.5oz. : -)
    18 hours ago · 

  • Suthida Singharuksa ‎9 lbs 8.2 oz
    12 hours ago · 

  • Debbie Hall His Grammy says,, 9 lbs 4 oz:)
    12 hours ago · 

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Posted in Blog, Gotta’ Share | 1 Comment »



How Ya Like Me Now?

Saturday, February 12th, 2011

Returning from NADA 2011, it was more than apparent that we are in an age of “enlighten me”.  With Google stating that their entire focus in 2011 will be focusing on Social, Mobile, and Local, it means they understand that we consumers are me-centric and only willing to seek out opinion from our credible, close, personal, connected contingency of contacts.  A focus on social, mobile, and local could easily be combined to say this is the year of reputation management because reviews will run rampant.

If the NADA vendors and speakers taught us anything this last week it is that the public’s perception of your store is going to be one of the driving sources of eyeballs and traffic to your store.  It seems like every Tom, Dick, and Harry were selling some form of social media and reputation management.  You’d approach a booth and say, “Tell me about your product.” and they’d reply “We build car washes in dealerships and assist with social media/rep management services.”  Any amalgam of offerings was seen, but the constant is that EVERYONE thinks they are more reliable than you are to handle your own reputation.

Your reputation, loudly (and proudly?) displayed across the search engines and business listing sites will be your brand.  How do you want to be known?  What do you want to be known for?  Is your business map not only atop the search engines, but is it adorned with raving fans of your dealership?

It is abundantly clear that if you want to start building trust with the public, it starts from within.  Above and beyond how you conduct yourselves in an everyday setting (That is a given), it takes proactively reaching out to your loyal customers and asking for those reviews.  These online review sites (and the positive customer testimonial videos you can acquire – video or otherwise) will single-handedly determine the trust level that your local (and national) customers hold in your brand.

It is apparent that you need to stop relying on Google Alerts to see if your name is being dragged through the mud and THEN responding.  You must seek out positive reviews from your loyal customers.  How?  There are several answers.  From QR Codes on table tents and business cards to 3G connected iPads on-site to kiosks in service to long-term email/phone calling all the way to the simplest form… just asking for it when they’re in-store, you must put processes in place to start developing some goodwill reviews from your loyal, happy, local customers.

Reputation is important to everyone.  Even me.  I’ve written countless articles and blogs over the last several years dedicated to helping the in-the-trenches Internet professionals to create a positive, profitable department.  There is no fame or fortune in it.  I do it for the love of the craft.  Our craft.  If any of those articles or conference sessions or videos I’ve made have helped you, I couldn’t ask for anything better than having you rate me as an Internet Trainer on the DrivingSales vendor rating section. http://www.drivingsales.com/ratings/companies/dealerknows-consulting

That’s the easiest way I can ask “How Ya Like Me Now?”

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Posted in Blog, Social Media/Reputation Management | 1 Comment »



It’s Not an Internet Sale

Monday, December 13th, 2010

There are two ways for dealerships to look at Internet Sales. 

Some believe that an Internet Sale is a customer that originated as a lead and is sold by your ISM or Internet team.  Since it is sold by the “Internet person”, it is an Internet Sale.  Others believe an Internet Sale is every vehicle bought by a customer who was primarily influenced by information/resources found online.  Dealers tend to structure their pay plans based on the first scenario even though industry leaders preach that to properly dedicate your advertising budget, you have to track and recognize the latter.

So… it’s about Sourcing.  Dedicate energy to training your team on sourcing and designing a way to truly capture a customer’s influencing motive.  Was it the radio ad running during lunch times that brought the customer in or influenced their decision to choose you as a dealership?  Could it be your service department that takes care of them so well?  Or might it have been the two hours they spent online before walking into your showroom unannounced, but prepared?  Don’t you feel it is imperative to know this before you set next month’s advertising budget?

Make sure your team is closely monitoring the sources from where your customers are coming.  You must be sourcing correctly before you hold anyone accountable for ROI.  If a lead is from your website’s Inventory page, you want to know.  If it is from your Inventory listed on Cars.com, you want to know as well.  If it is because they are a previous customer, you want to know.  Some will be internet sales and some will not be… we all recognize that.  However, many sales that appear to be your old-fashioned walk-in or phone up could very well be an Internet sale.  You just don’t know it until you source correctly.

Now let me give you ONE exception of something that looks like an Internet Sale, but in my opinion, isn’t.  (And this will end up being another challenge to a website vendor).  If a customer calls into your dealership from the number on your website’s header, I don’t consider that an Internet Sale.  Not unless they were perusing your site’s back pages before calling the number at the top.  We must realize that a website’s header is today’s white pages.  People don’t check the yellow book in their pantry anymore.  They go to your dealership site and pull the number from there.  If a customer calls after only visiting your homepage, I don’t believe you should count that as an Internet Sale – no matter who handled the call. 

NOW – If a website provider wants to figure out a way to have one specific, trackable number on the homepage’s website header, but a different toll-free number on each back-page website header THEN I believe we could truly source website calls as Internet Sales.  Not until.  If you are a website vendor who does this, please reach out on this post.  If you are someone tracking your store’s Internet Sales, I’d love to hear your opinion on what is and isn’t an Internet Sale at your store.

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Posted in Blog, Understanding Internet Sales | No Comments »



The Four Basic Food Groups – DealerKnows Consulting

Sunday, November 28th, 2010

It was around third grade when the teacher pulled the class together and educated us on the four basic food groups.  Much like many a youngster, we were disappointed to learn that Gobstoppers and licorice rope were not on the list of “important foods”, but we all celebrated when we realized that a slice of pepperoni pizza included 4 of the 4 categories.  Score!  We could get all the nutrition we needed from Pizza Hut.

Not too long ago, a fifth food group was added called Oil, Fat, and Sweets.  These are the junk food offerings that may look and taste delectable, but do nothing for us.  As time has passed, I’ve realized that you really can survive on just the basic food groups.  Sure, I definitely dip into those sinful snacks that don’t make their way into the old-school nutritional pyramid – look at me and you realize that – but I’ve still accepted that it is possible for people to get by and even thrive on the basics.

Your online advertising is no different.  There is a ton of junk food out there being advertised to dealers.  They tell you “it will taste delicious if you just try it.”  Or “Take a bite, you’ll love it.”  As we know, though, after looking back at the Return on Investment scale, these little treats just pack on pounds and add to the fat of your online budget.  They are there to entice you and direct your focus away from those “important” digital food sources that help your dealership thrive.

There really are four basic food groups of automotive digital marketing.  These are the four essential items needed to exist and succeed as an online entity.  (And I will not include human capital or training in this mix even though well-prepared people are the most important factor).

Websites (with all the fixings)
CRM
Lead Providers
Online brand advertising/merchandising

1)       Websites (with all the fixings)
These are the Grains of your online buffet of offerings.  It is where energy is created and your online livelihood begins.  You must have an attractive, easy-to-navigate website that acts as your primary internet presence.  It has to be one-click away from everything important to your customers – inventory, pricing, availability, directions, contact info, value statement, specials, incentives and offers.  However, your website cannot do it all alone. The “Fixin’s” must be added on.  Think of them as vitamins that convert this food to energy.  These conversion tools must be readily available on your website.  Some important add-ons, in my opinion, are a trade evaluator, a strong Finance App/Get approved conversion tool, and live chat.  (Quick quote requests on the homepage are just a good place to get mystery shopped so keep them next to your inventory.)

And the second, and most important side item you must have with your website meal is SEO/SEM.  We know your customers are searching and surfing for their next vehicle so you need to be where the people are…. on the search engines.   Much of your SEO is not just from fresh content on your own primary site(s), but from multiple off-site channels – business listings, blogs, video (yes, I included video in with SEO/SEM even though video is one of my own personal favorite foods), press releases, social media, etc.  While SEO, on- and off-site can get your site found on 20-30 (and with microsites more) keyword specific searches on sites, SEM can get you found on 1,000+ so you cannot overlook the power of being in more places.  SEM gives you that added energy.

2)      CRM
Your customer relationship management tool is the Dairy.  It provides the strength to your internet sales goals.  A strong CRM should be able (in this day and age) to do a few key things that will allow you to rise above your competitors.  Your CRM should allow you to create automated follow up emails/triggers set by the minute and hour (not just Next Day or 2 Day options, etc, but by the minute, by the event).  It should allow you to send video (not just links, but embedded, clean-looking video boxes in your emails).  It should be able to have some custom reporting capabilities that measure things such as cost per sale, ROI, average response time, emails opened, appointment show and closing ratios among countless others.  It is the second most vital tool you can have at your disposal and, if consumed correctly, helps your body grow more than any other.

3)      Lead Providers
Protein.  Simple as that.  It gives you the consistent, incoming fuel that lets your dealership keep moving the internet scale of success forward.  In some cases, your websites supply all of the leads your body can handle, but often some basic lead providers (Cars.com and AutoTrader come to mind) give you the added shot in the arm to make you stand tall against any and all competitors.

4)      Online Brand Advertising/Merchandising
Your online advertising is like fruits and vegetables.  An afterthought.  If a child or simple-minded adult prepares the meal – it will be forgotten.  Grown-ups, however, recognize its importance.  Once you’ve taken bites of the first three food groups, you need to advertise your dealership, your specials, your people, your brand, your value proposition, and your inventory to the public and let them know that your online body is open for business.  In ALL of your advertising and marketing, you must be doing everything possible to direct them to either your website or your CRM.

And recognize that you need to fill your dealership with the best vitamins and minerals money can buy.  Taking in the vehicle nutrients that others NEED and actively seek out will empower you.  Brand your body with the right inventory at the right price and market it to the public at the correct price point.  In other words, merchandise yourself using a strong inventory management tool AND a vehicle market analysis tool.  These are the many varieties of the fruits and vegetables you should be putting on your plate.

As I mentioned, you can go online or visit any of the major automotive conferences such as NADA, the Digital Dealer Conference, or Driving Sales Executive Summit and find a menu of delectable dishes to eat.  The exhibit halls alone are a virtual Cheesecake Factory of edible options – some healthy and some not so.  After eating the digital food of choice, some will make you walk out feeling refreshed and powerful while others may make you sit at home holding your stomach and begging to take the hurt away.  Every food can affect you differently.  Some are essential to your survival and some are overpriced wastes of money that will clog your online sales arteries.

I’ve heard people say, after ordering more food than they can handle “My eyes were too big for my stomach”.  Well, dealers are ordering online offerings with their eyes opposed to their stomachs.  So look closely at the food you are consuming.  Are you stuffing your face with the food that will help you thrive and stay healthy in today’s online economic automotive marketplace (or TOEAM – for a worthless acronym that will never take hold) or are you only devouring the digital junk being served to you that has no nutritional value?  Know that it’s okay to nibble at the bad stuff if it tastes good and makes you happy.  Just don’t ever lose focus of the four basic food groups that make your internet sales body strong.

For a full evaluation of your dealership’s diet of digital sustenance, contact DealerKnows Consulting at 847-456-5130.

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The (De?)Evolution of the Internet Sales Manager

Monday, November 1st, 2010

Joe Webb and Bill Playford of DealerKnows Consulting share a (comedic) study of how the automotive Internet Sales Manager’s job responsibility has grown to be more than one can handle on their own.
Another funny “car guy” comedy creation from Joe Webb.
Starring Bill Playford as the ISM Joe Webb as the GM
Written by Joe Webb
Directed by Dave Hudson of D. Hudson Productions

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Posted in Funny Videos, Videos | No Comments »



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