Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Don't ask for a manager when you want an Internet salesperson or BDC person.
There may be some who take exception to perception.
If you want to hire a salesperson, do you request a New Car Manager... or a Used Car Manager?
If not, why do you persist in advertising for an Internet representative or BDC representative as an Internet Sales Manager?
Anytown Dealer is seeking an Internet Sales Manager who will respond to customer e-mails and internet leads. They will be responsible for new & pre-owned internet car sales. We are looking for indivuals with the ambition to succeed and grow within a fast paced environment.
Let's get real! If you want a manager, list management responsibilities!
An Internet Manager will be heavily involved in Internet strategy and digital marketing. If those are skills you desire, then say so.
In the "old days" (10 to 15 years ago old-timer), it was determined that "Internet" customers wanted to deal with someone who had authority to give them the deal they wanted without running back and forth to a MANAGER. So the prevailing wisdom was to give Internet Sales Reps the (fake) title of INTERNET MANAGER with a wink and a nod.
This is NOT to denigrate those who became those Internet Managers under these circumstances. Most of them truly had awesome and generally unrecognized responsibilities that included maintaining the company website, online marketing, Search Engine Marketing, CRM administration, and even the dreaded IT support person for their dealership.
Theirs was the wisdom that prevailed and they earned their wings against all odds.
But to advertise for a manager today, with the job description listed above shows either ignorance or a refusal to enter the world of today and tomorrow.
Call it what it is.
INTERNET SALES REPRESENTATIVE or BUSINESS DEVELOPMENT REPRESENTATIVE
Those are titles to be proud of just as Automotive Sales Representative is a proud title. Stop the pretentious denigration of a proud career position. List your job opportunity for what it is.
Written by Tom Gorham
Editor, From The Trenches