Automotive Digital Marketing

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Is your Internet Department like a Bank?

Is your Bank getting robbed??

Why is it dealers allow their Internet sales department to disregard valuable leads?

Ask yourself:
Do you know what the process is in your Internet department for each lead that comes in?

Is each and every lead being handled in a proper and timely manner?

Internet departments benefit when Internet leads are treated by employees like a mini-dealership lot itself and manage this aspect of the business as if the lead where an actual customer walking onto the lot. Think about this: Eighty percent of all consumers refer to the Internet before coming onto an actual dealer’s lot. Therefore, it is crucial that dealers are able to handle these leads with efficiency. Internet customers are simply customers coming to you electronically.

The fact is that many dealerships are unaware of the disorganization and inefficiency found internally in most Internet departments. Without proper supervision and training, Internet leads are similar to a UP aimlessly wandering the lot with no help. The basic sales process and management techniques apply to the Internet department as well.

Without constant oversight, dealerships are being robbed of potential profits. Just like a bank, the tellers must be supervised to monitor potential problems, such as cash exchange problems, employee theft, and even worse- a robbery.

Would you paint the sales desk window and outside windows of your dealership black? Sales managers would not be able to monitor the sales activity on the floor, and sales would be lost. You may be doing the same with your Internet department. What dealers need is an Accountability Monitoring Service (no cameras) that is proven to dramatically increase sales and thus profits. Because if their current staff was capable of doing this, wouldn’t they be doing it already?

Today, Internet leads are the most cost effective way of bringing people to the showroom floor. Newspaper Ads and other forms of advertising are expensive and just aren’t working like they used to. Because of that they cannot net you the same returns they used to. The way your sales staff manages leads indicates the success of gaining consumer profits. Many sales managers think that buying more or different leads is the cure. Unfortunately, this method tends to be more damaging.

The key to success is Process, Sales Training, and Accountability.

• There must be a consistent and known process that you adhere to on every lead you receive.

• Internet sales staff must be consistently monitored to maintain a high level of performance and to assess any future and ongoing training.

• The Internet department is not capable of running without management oversight.

• Internet sales staff must provoke a buying response from consumer and not quote numbers!

Times change, and lucky for us, the Internet has created a new and exciting way to bring customers to your showroom floor from miles around. Dealerships that don’t make the Internet a substantial part of their bottom line are being left behind.

Don’t get robbed! Put money in the bank!

I wish you a prosperous 2009.

Bill Phillips
Automotive Internet Management, Inc.

For a free evaluation please e-mail me at:

Views: 59

Tags: AIM, Automotive, Bill, E, Internet, Management, Phillips, Sales, commerce, consulting, More…leads, management, process, training


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Comment by William Phillips on June 29, 2009 at 6:29pm
The basics of selling is to get information, try to set an appointment, and answer questions with questions back not just spit information when asked. Giving a quote has NO logical outcome but to loose the sale to the lowest quote that you can not insure is you without a question being asked. There is NO logic in quoting consumes who HAVE YOUR INVOICE IN FRONT OF THEM. Isnt it they who should be telling you what they are willing to pay based on cost. Any other method is an exercise in frustrating both of you. Hope this helps, great questions that I have lots of passion about as you can tell. Thanks
Comment by Stanley Esposito on January 25, 2009 at 3:27pm
"• Internet sales staff must provoke a buying response from consumer and not quote numbers!"

I wish you would have touched on this subject a little more. I believe in answering the questions. If they ask for a quote I give them one. Giving the numbers or not giving the numbers is probably the biggest question an Internet department has to deal with.
Comment by Joseph B Antley; JB ANTLEY on December 29, 2008 at 8:50am
Hi Bill,
Great blog topic. It's funny how many internet managers prefer to 'cherry pick' leads and pass on thse that appear incomplete. Yet any prospect who fills out a web form is still a prospect! Even if the name is Elvis Presley and the phone number is (111)222-3333, as long as the email is good, that's a potential customer!
Scrubbing leads is great, but I have found that 'less is more', meaning that the less information I ask for the more prospects I get!
Sincerely, Joe

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