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The other day I was receiving a demonstration on a new social media tool and the rep stated that Internet buyers do not want come in and buy a car they want to do the purchase online then offered examples of dealers using messenger services to have the paperwork signed. He offered a personal example of when he recently shopped for a lease payment and demanded the residual value and could not get it. (I don't even think he bought from the dealer that gave it to him) We need to use internet for what it is for Social Media is more customer retention and connections buyers have access to more information than ever so do not make up stories or treat them as if they are stupid. The salesman that gives some one a price before finding out what they prefer in a car is not giving that customer or the dealership the highest level of service. The Internet has not replaced the touch feel and excitement of owning a new car. I am new to my position and am trying to find new was to get our internet department to not take the path of least resistance. We do this everyday so the excitement may not be there for us but for the customer this is probably the second largest purchase they will make and if you do not like the car then the price really does not matter. The guy who will not talk to you without calculated to the penny payments is 10% of the buyers should you spend the majority of your time on that 10% to not make any money or put your time in the other 80% because 10% is going to come any way. 

On another topic what does any one have any advice on a level of expectation out of an ISS daily phone completed/email? 
I would appreciate any input to make our department better.

Tags: Internet, bdc, customer, objections, process, relations

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Good morning! The internet has changed the way people shop, this is not to say that it eliminated the car buying experience but enhance it. Most people look at the internet buying experience more as an informational and helpful tool. I believe that the Internet is a great enhancement for dealerships but off course not a replacement. Seeking out the most practical internet resources for your dealership is essential. Would I buy a car over the internet? I doubt that, but the way that the internet marketing and resources has stepped into place is actually a great benefit. Given this said, I believe that the internet should be utilized to make sure that your customers get the most informational and first great experience once they step foot in dealership. Who knows...20 years from now it might all be different :-) Good luck with your new position. If you are interested in some good articles on your internet business take a look at the following:

Happy 2010!
You are right on. A challenge we face with the Internet is that many times we open pandoras box and give too much info and forget that emotions sell cars. The touch, feel, and smell are so important to the sale of automobiles. We must use our Internet and e-commerce initiatives to attract the consumer to the store not keep them away.
One thing we find is that many customers are eager to buy but have anxiety about the dealership experience. If we can overcome this anxiety and then deliver a great emotionally engaging customer experience we will close more deals than not.
On the sales floor and on the Internet, so often price, payment and credit are discussed way too early. We shortcut the value too often. The term sticker shock is a great picture of consumers value perception. They always think the price is too high until we show the value.
I believe you will see tremendous value in to help engage Internet shoppers and bring them to your showroom to view your vehicles.
Please let me know what you think after you take a look.
You are right on! Good luck and good selling.
Chad Collier
Sorry I gave you the wrong number. 901-552-4959. I hope to hear from you. Chad Collier
Kirk, In regards to your productivity questions; the dedicated BDC staff at Courtesy Chevrolet set an objective of dialing 200 customers a day and 4 hours of talk time during a 8 hour work shift. The Internet Sales Specialists were oftn times too busy doing demo drives and working deals F2F to always be able to make enough phone calls or spend enough time responding to leads. We had a team of 36 people working 5,200 leads on average each month. We focused in getting as efficient as we could including automation where prudent and specialization when it made things more effecient. For example, once we got over 150 deliveries from Internet leads a month we were able to hire two "Delivery Coordinators" so the ISS's would not be in such a rush to get through the delivery, especially when they had people in our Internet customer lounge waiting for them!

One of the traps you have to watch out for is if you are responding to leads AND selling cars when the customers show up at the dealership... This is a trap because the better you do at responding to leads, the more customers show up and then you have no time to respond to leads as quickly as you should! If you are a "full service" ISS then your optimal sales will be between 75 and 120 leads per month, per ISS... Any more than that will usually result in your sales and income going down.


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