Joe Webb's Automotive Digest blog - The Importance of Being Earnest

Dealers — be truthful to your Internet customers. There is a dichotomy in the business development centers and Internet departments of our stores. Many are using their Internet departments to flood the floors and do whatever it takes to bring the prospect from lead to appointment by any means necessary. Others are thinking beyond the sale and creating an entirely new customer-centric experience – based in fact, truth, and value.

This is the Internet age
At this point in the evolution of our dealerships, everyone has an individual or team handling their Internet leads. However, some approach internet leads much the same way they’ve been taught to lure in a phone up. Ask questions, overcome objections and set appointments. We’ve all heard our managers say “Get ‘em in. Get ‘em in. Get ‘em in.”

Way back when…
In the digital age, however, we cannot simply stand by the policies of the past and get them into the dealership at any cost. Too many old pros relied on shadowing the truth to reach their end goal of selling a car and they’ve passed this belief onto our internet teams. With the over-researched shoppers of today, these overused practices of yesteryear are a detriment. Yet, mystery shop your competition and you will still see them mislead and misrepresent the truth to achieve their goal of setting an appointment online.

Do what’s right.
Follow in the footsteps of those dealers that are upfront about pricing and inventory. Unfortunately, I’ve seen dealers still doing the “destination bump” to their internet customers as recently as a few weeks ago. I knew a dealer didn’t have a vehicle in-stock yet still tell me they did. These poor practices continue to negatively affect the entire reputation of our industry. So for your sake, tell the truth to your internet shoppers. Not only are they far too researched to fall for the deceit, but your reputation and trust is destroyed when they catch you in a lie. It damages the way we are all viewed in the industry.

Be upfront in the information you provide your customers and you will see a growth in your sales and CSI. It pays to be earnest.