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Hi Everybody,

My name is Randy and I am an Internet Director, Manager, Sales Consultant and IT for a General Motors Dealership. I started working for this company about a year ago. When I was first hired I started as only an internet consultant. I have over 16 years of advance knowledge of Internet design and development, as well as digital marketing. The BDC Dept. was staffed with myself an Internet Director and another internet consultant. This made a team of 3 for our BDC. Within my first month the GM terminated me and the other consultant for budget cuts I guess. Instead of leaving the company I transferred to the sales floor. Shortly after, my GM terminated the Internet Director(for no call no show) Leaving no one to run the BDC. After learning that I possess “Computer Skills” as they call it. I was sent back to the BDC. This time I was managed by a sales person with very little knowledge of the Internet. I basically took over the role of Internet Manager at that point. Now the BDC produces an average 20 cars a month.
Now here we are today and I am a 1 man operation of my BDC. The owner seems to think that I am capable of producing 30 cars from the internet all by my lonesome by just handing out appointments to the sales staff. But it is extremely hard to digital market and Follow up with leads. I find my self doing leads by day and digital marketing at night. Its stressful… I feel like I’m set up for failure. What else can I do to boost this dept. (a staff is out of the question)
I currently use BZ results for my web hosting and CRM. My autoresponders are setup almost perfect for the follow-up process (the don’t look like scripts).I use live chat. I have tracking numbers. I am listed on Cars.com and AutoTrader. I have a facebook “LIKE”page, and a YouTube channel. I really don’t use craigslist anymore. My SEO is up to date. What else is there to do?

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Improve your phone skills!

Send me an e-mail and I'll invite to my next online session at no charge. Tell me what part of the country you're in so that I invite you to a time friendly session.

jerry@phoneupninjas.com
Hi Randy,

How many leads a month are you working? A realistic metric is the 35-65-65 rule. If you work 100 leads, you should set 35 appointments and 65% of those (23) should show and 65% (15) should buy. This would leave you with a respectable 15% clsoing ratio. If you are working more than 200 leads, you need some help or your numbers will suffer and you will burnout. A dealer who says that a "staff is out of the question" doesn't understand the value of an Internet Department that cranks.

P.S. - Look at Liquid Motors Live Market Monitor for Craig's List. The number of people who look at the ads is staggering. Last month we had 37,000 click thrus on our ads and we're only 60 miles from you!
Randy, Did you enjoy the online training today?
Thank you again Jerry for the online training. It was a great learning tool. Let me know when your next class is so I can have my sales team listen in.
Hi Randy... no one can do it "all" themselves... (internet sales = 50%+ of total sales?) biggest mistake I see over and over is having one person try to effectively manage "too many" leads (too many is subjective but can be determined based on your abilities and software support my number is no more than 100). Focusing on efficiency is the advise I would extend. Manage "extra" leads to the best sales staff (ninjas) and help them help you... focus on your website leads, those are the best... CRM should relieve the bulk of your pressure if set up correctly as you stated (I am now a huge believer in email marketing), hold your lead providers responsible for cost per unit sold... your owner is not unique... try to get him/her involved with digital marketing by attending webinars and the like... do your best. Good Selling! DTG
There is so much you can do without which helps to sell more cars, that to suggest you have run out of things to do is a serious trouble sign! But, you did come to the right place to ask...

Do searches for people who are looking for advice on how to buy a car, or get out of a car, or get out of high APR auto loans, or who are getting divorced, buying a house, having a baby, graduating college, moving into the area... Anything that is one of those events in life where people have a high likelihood of buying a car... Start answering questions, posting blogs and position yourself as the trusted go to car guy in your local community.

These days, there are people looking for guidance online on how to buy a car everywhere you turn... Build a Facebook Page for each of the 10 top questions people in your area have, then offer to review the situation of anyone who becomes a fan of the page and who would like some expert guidance...


If you have used car inventory, starting writing blogs about each vehcile, starting with the ones you like the most... Take pictures and videos where you are talking to the person watching the clip like they were there in front of you...

Don't have any decent used car inventory? Not a problem, start writing articles about how your dealership needs to buy cars from people because you have buyers waiting... Get 'em in the store and try to negotiate a purchase of their vehicle with a UA so you can get a spiff....

Start building out your own personal profile on the top 100 most popular social networks... Put lots of links, pictures and the reasons why you are a great guy to work with if someone is interested in a new or used car... Write about future new models that are just rumors today, but which you have an opinion on...

Write articles about the people you have sold cars to... Feature their businesses or where they work or go to school... Write stuff about your Priest, Minister, Rabbi, Imam... The child care center that your kids go to...

Find the oldest junk yard in your area, grab a camera and a video recorder and go get some cool photos and videos of cars long forgotten about that are sitting behind the high fences at the junk yard, the world oblivious to them...

Organize a bunch of people from the dealership to go build homes for Habitat For Humanity on your next weekend off, take photos and videos and blog about it... You WILL sell a car from doing so!

Man... There is so much you can do... How about joining all the plumber, carpenter, bricklayer, union, etc. online communities and getting yourself adopted as their in-house car guy?

It's been 40 years since I ran out of things to do... I envy you!

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