Dealers/General Managers and General Sales Managers, this is where the accountability starts: You and Process. I've not yet entered a store where the Internet business excelled despite management (ok, for more than one month). Heading into 2009, you must understand all of the fundamentals, be able to speak to the critical points with ease, know your vendors along with holding them accountable and stay up on what's happening in your store as well as outside.
The opportunity to hide behind anything that keeps you from being engaged with your online identity, understanding what your (Internet) sales staff is doing, knowing how your leads are being handled and taking part in how you message all of your customers has to end. In order to lead, be able to influence your staff and hold meaningful conversations with your sales team you must:
1. Embrace the web and your presence (likely for the same reasons you use the Internet)
2. Immerse yourself in learning, reading and understanding technology and the tools
3. Have complete transparency (logs, reports, analytics, vendor updates/meetings)
4. Validate the use and effectiveness of the web in everything you do
Stores are managed top down, period. People have faith when their leadership does the things that matter, support and recognize them. A few questions to ask yourselves:
1. have a clearly understood web plan, marketing platform and the appropriate staff?
2. read magazines, e-newsletters and industry information that informs and validates the efforts?
3. take time to sit down with staff that handles my Internet business?
4. clearly define goals that make sense and hold people accountable?
5. support online efforts by staying in touch with both my staff and customers?
6. know at all times what my online brand, messages and staff are doing to promote completely?
It is not enough to put up a website, buy leads, plug in a CRM and wait for customer to run in. Think like a customer, act like a customer, ask like a customer, shop yourself like a customer and task your staff like a customer. Then you must make sure that you have a viable process and support it. Not half way. Not three quarters of the way. All the way.
Failure is not an option when you understand, plan and execute. Process is a great thing that breeds results. Process also shows areas of failure, possible improvement and validates all of your efforts. Remember, you can have the latest and greatest of everything but it won't matter if you can't back it up.
Make it your goal to set all of these things in motion now so your 2009 is something to talk about. More customers will enter your store online now than will ever physically walk into your dealership. Make sure you are 100% confident that those people will see and experience exactly what you want them to. Then do it over and over again...oh, and change your website a bit regularly just in case they actually spend some time on it...
Best practices: Professional Insight, Powerful Results