Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
After being in sales for almost two years, I have been in the "internet department" for about a year (off and on at first) while our dealership went through a couple of managers.
Our last internet director left the dealership in March and I was now tasked with taking on not only achieving my monthly sales goals, but to also do the behind the scenes work at the dealership for the internet department and a bit of CRM management and clean-up of processes and templates for the internet department as well as floor sales staff.
My problem is a lot of the processes and templates were neglected over the past few years but mainly the processes. Many of them were put in place several years ago but never really tweaked. Being the "computer guy," they are relying on me to try to tweak things, update the sites, etc.
So here is where I need HELP, PLEASE!!!
Does anyone have any good process examples for internet as well as showroom visit...both sold and unsold follow ups?
I have tons of word tracks and phone scripts, etc. I'm tweaking some templates as well to go along with the processes.
Also, we use VinSolutions, so if anyone has any good "custom process" info, that would be great. I've setup a few but I know they need some work.
My last request for advice is how pricing should be on our websites. What's the best practice in this area. Currently, most all of our inventory is at MSRP or if not, its MSRP that shows as "internet price" and the "lot price" is MSRP plus any dealer adds such as pinstriping, etc. I've looked at a lot of our competitors and I see a lot at invoice or when using the Cobalt sites, they list internet or MSRP price and add "specials" such as the marketing programs or private offers through GM.
I know this may be a lot to request info on, but I appreciate any help and advice that anyone is willing to share. I've got the spotlight on me now and I want to maximize everything I do to be the most successful.
I feel your pain! I have been in your exact position before. Your dealership needs help from an experienced, INDEPENDENT automotive sales consultant ASAP. Does your dealership have any internet sales processes in place? If not that's the first place to start.
We do have processes, they just need to be tweaked. I'm looking for opinions on the best follow up. We had an independent outside person come in and re-tweak some of the processes for the internet but we need to tweak the showroom and internet as well. Our current process is email, phone, email, phone, etc. pretty much for the first 7 days and then we slow down a bit and keep follow ups at 14, 21, 30, 45, 60, 90 days, etc. I've got feedback that we are either doing too much that is turning off the customer, or not doing enough. (Ie: lead set to 5 dealers at once and they get bombarded by everyone multiple times per day, etc.) We also send quite a few emails and trying to tweak which email is the best at the right step to get the best response. Having big issue with the credit score estimator and online trade evaluation tools... we get lots of leads for those but when we finally do get in contact wtih the customer, they always say they weren't really looking for a vehicle, but were more curious in how their credit was or what their trade might be. Would just like to have a higher conversion on those.
I've just added some custom sales processes but curious how many processes others have and what those processes consist of... some examples are: credit issues, out of equity, 30 days out, 60 days out, no cars they like, etc.
I'm just open for whatever anyone can throw back at me.