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Online and Offline Road to the Sale: Merge Lane!

Do you realize that your online customer is using the Internet to infiltrate and preempt your Road to the Sale (RTTS)?  Much of your RTTS is online now, if you think about it.  And you need to adapt!  How?

 

First, take a look at this classic RTTS:

TEN STEPS ON THE ROAD TO THE SALE (Classic)
1. Meet and Greet
2. Interview
3. Vehicle Selection
4. Walk-Around
5. Test Drive
6. Trade Evaluation
7. Present Numbers and Ask for the Sale
8. Close
9. F&I Turn
10. Delivery and Service Drive Intro

 

Now, look at this:

 

TEN STEPS ON THE ROAD TO THE SALE (Online and Offline Merge)
1. Meet and Greet - Does your website present itself well?  Do you have strong, shopper-oriented chat?
2. Interview - This is self-service for shoppers on the Internet now: Are your shoppers able to see cars "Under $10k"?  Easily mask off models they don't want?  Can a shopper interact with you about their financing online?
3. Vehicle Selection - This is when they call you, drop a lead, or--in the bulk of the cases nowadays--just come in.  Do you answer their calls and leads promptly and with good sales skills?  Do you meet them on the lot about the car they wanted?
4. Walk-Around - Video and pics online do so much of this now--be sure you have all that, and more. Chat can help with the online "walkaround".  Does your online inventory include 15+ pictures?  Do your used cars have good, enticing comments?
5. Test Drive - Online, this is, first, video--and it's ALSO offering to share their shopping with their social media connections.  A "test drive" online can also include letting their family and friends comment on what they are looking at.  
6. Trade Evaluation - In most markets, which site will consumers shop:  The one that assures them they will get a fair price for their trade and gives them a ballpark figure?  Or the one that says "no numbers until you come in" or just doesn't talk about it?
7. Present Numbers and Ask for the Sale - Some will want this as a "drive out price".  If they want it, and you have it, give it.
8. Close - Dealership.  For now.
9. F&I Turn - Dealership.  For now.
10. Delivery and Service Drive Intro - Dealership. For now.

And one more very important thing:  Imagine how frustrating it can be for an Internet shopper to come to your store and have to re-do the entire first seven steps.  Don't make them do that!  Don't ignore their weeks of work and frustrate them, building walls against your sale. Instead, blend with the information they have, and the steps they have taken already, and you will succeed in your needs assessment all the way to your sale.

Now go sell!
by Keith Shetterly, Copyright 2012
All Rights Reserved

Views: 80

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Comment by Keith Shetterly on May 30, 2012 at 3:57am

Thanks Stan!

Comment by Stan Sher on May 30, 2012 at 12:27am

Excellent post.  You could not be more right.

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