Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Julie Chisum, a new member of the PCG Consulting team made a statement the other day that caught my attention. She told a dealership executive:
"The best CRM software is the one that everyone uses!"
Julie's statement stuck with me.
Tonight, as I started research for the 2012 Automotive Website Awards, I came across this MINI dealer.
The MINI brand is unique. I feel that the MINI customer is looking for a special car buying experience. So when I visited this MINI dealership's website, I was shocked to see that their "OUR PEOPLE" page was blank.
No PEOPLE on the People Page? I thought MINI customers were passionate enthusiasts that appreciated staff that connected with the MINI brand?
Is the BEST automotive website, the one that is just complete? Is the most effective website the one that has special pages that are NOT blank? Or is a GREAT website one that has lead submission thank you pages that are not one sentence?
Why is the bar set so low?
So if your dealership leaves PEOPLE pages and SPECIALS pages blank, why complain that your website is not generating more leads? How many dealers have switched website platforms to get better results? Was the poor performance due to structure of the website or the process to merchandize it?
Did the website sales professional inform the dealer that any website platform or CRM software is only as good as the disciplines and accountability at the dealership? Just the other day a GM admitted that less than 50% of their phone up were logged into the CRM system.
Do yourself a favor. Check ALL pages on the your website that are in the navigation and see if you are IMPRESSED with what you see. I'm getting frustrated that 30%+ of all websites we do a detailed assessment on have key pages that are BLANK or OUT DATED.
Happy Memorial Weekend everyone!
Brian Pasch, CEO