Profitable, Professional Internet Solutions for Automotive Retailers
By Audrey Ellen Brodie
Part Two: It's Here Already It's Not Your Decision to Make
We discussed last issue how the current niche market status of cybersales would be expanding to a major market within the next two years.
Your largest market segment that is impacted by the Internet as we speak is right on your showroom floor today.
Showroom Selling to the Internet-Savvy Customer
Too many automotive gurus are ignoring the Internet's primary impact locationyour showroom. Finally, statistics announced at this year's N.A.D.A. conference state that 70% of the customers visiting your showroom have gathered some type of information from the Internet before stopping at your dealership.
My question to you is, "How many of your salespeople have visited the same Internet sites from which their customers have harvested a wealth of pricing, trade and competitive product information?"
How can you expect someone to sell a vehicle to a customer when they start believing that the customer knows more about the product and the pricing than they do? Successful sales abilities require confidence and competence. Once confidence is destroyed, the most effective salesperson starts becoming less able to handle the rigors of focusing on professional sales processes.
STEP ONE: Educate your showroom team on the Web sites your customer has researched. Walk your showroom team through these Web sites so they have the confidence of understanding the locations available for the information.
- edmunds.com: buying advice, rebate, incentive, product, and trade value information
- intellichoice.com: buying advice and competitive products
- kbb.com: Kelley Blue Book trade values, product information
- autosite.com: product information, rebates, incentives, recalls
- carfax.com: title status check for lemon, flood, buyback titles
The list goes on and on! Use some of the sites as a great tool for competitive training (kbb.com and edmunds.com are used most frequently).
STEP TWO: Educate your salespeople on professional responses to the Internet-savvy showroom customer. Remember, these customers have received in-depth information on how to throw your sales team off their best game. Some of the advice sites have over 120 pages of "How to get the best deal" or "How to get the most money for your trade." When schooled in how to have an attitude, the nicest of consumers comes into the showroom with a negative flare.
Currently, salespeople respond by getting frustrated, use a sarcastic comment to respond to the customer, and almost hope that the customer leaves quickly! Rather than foster sarcastic responses such as, "If that's the price the Internet gave you, why didn't you buy the car from the Internet?" you must nurture professional sales platforms that allow your sales team to maintain their composure throughout the sales process.
Start by addressing typical customer approach statements and provide the proper responses so you know unilaterally your customers are getting the right experiences in your dealership:
Customer: I just want your best price. I've been on the Internet and I know your cost. What is your best deal on that truck?
Salesperson: Great! I'm pleased you found the truck you want to buy on the Internet. And I'm glad we have it at our dealership. (Dealership Name) would only give you our best price, so let's sit and go over the specs on the exact vehicle you are considering. By the way, will you be buying or leasing? What do you currently drive?and continue with the qualifying and interviewing process.
STEP THREE: Adjust your showroom sales process to assist your salespeople in identifying Internet-savvy buyers.
STEP FOUR: Discuss the advantages of the Internet- savvy customer to the salesperson. Such advantages include:
- Faster transaction. Most salespeople find the Internet-savvy customer is a faster sale since they already know which vehicle they are interested in and you get right into the exact information rather than saving price for later in your conversation.
- Full disclosure sale. The customer knows all the financial pieces to the penny (and so does the salesperson now!).
- Price to be paid by the customer is a percent over invoicewhich is often greater than the typical showroom negotiated price. Once this buyer is in your showroom, they are definitely purchasing, not just looking.
Web-Based Marketing and Advertising
Since all automotive retailers aren't the size of AutoNation, here is the initial step-by-step plan of attack (including proper staffing requirementsas in, don't hire anyone yet) to cost-effectively integrate the Internet into your dealership:
1. Establish an Internet Project Manager within your staff. Qualifications for the Internet Project Manager include the following:
- a. Five hours per week available work time
- b. Understanding on how to surf the Internet or the interest to learn (NOT necessarily a Web designer)
- c. Good communicator, including excellent phone and writing skills for responding to e-mails
- d. Understanding of dealership departments
This individual, someone who already is at your dealership, will coordinate all your departmental efforts towards Internet education for your staff, advertising and e-mail systems. We feel unless a dealership has five stores or more, a Webmaster is currently more money than you can afford to spend on this medium. Also, you need someone with a sales aptitude and excellent interpersonal skills. Historically technical minds may not have these traits.
Develop a Web site that drives customers to frequently visit your site.
The KISS system applies again. Keep it simple! Be sure to include the following key elements:
- Pricing on as many issues as possible. Customers list prices as their key request from automotive retailers.
- Quick download time. Do not integrate cumbersome audio or video items that take more than 30 seconds to download. Internet shoppers won't wait!
- Include option content and specific statistics. Consider linking with your manufacturer's site to achieve this, but do not link unless you can establish a link that is framed and keeps the customer within your Web site.
- Pictures are important and can readily be uploaded daily from your inventory. Establish a picture process that tags all the inventory with your dealership name so when the customer prints the inventory page, your contact information is clearly identified.
- Accessories can help you generate revenue from your site. Publish a menu for your aftermarket items and include pictures. Customers then e-mail you to purchase audio equipment, towing packages, etc.
- Service and parts specials should be altered every month. A sale or special option should be a feature on your home page.
3. Contract with lead providers that fall within your price range. Three thousand dollars a month may be more than your advertising budget! Don't get crazy. There are resources available on a per lead basis. A few of the lead providers with their contact information include:
- autobytel.com (949) 225-4500
- autoconnect.com (800) 353-9350
- autovantage.com (800) 243-9935
- autoweb.com (800) 707-9552
- cars.com (800) 298-1460
- carpoint.com (800) 767-7879
- stoneage.com (800) 786-6324
- traderonline.com (800) 387-2337
4. Integrate your Web site address (URL) on all advertising, business cards, stationary, billboards, etc. If you haven't already reserved the proper Web site address (URL), be sure to take that step immediately.
5. Ensure all departments use the Internet to build their business. Train all your staff members on your dealership's Internet address and your Internet business strategy.
6. Capture e-mail addresses in the showroom and service lane. Before you can take advantage of this FREE direct contact method, you must gather the proper contact information. Be sure your showroom customer profile sheets have a place for "e-mail address." Your service consultants should have a pad by their desk that asks the customer to write their e-mail address "while I am looking up the history on your vehicle."
Your Internet project manager should coordinate who will be entering all the e-mails into an in-dealership database for future e-mail promotions and contact with customers after the sale.
7. Generate funding for your Internet project by establishing Web links (and charging) with your vendors. Towing companies, body companies, insurance companies, rental companiesthe list is endless. All your vendors and suppliers may want a Web presence. If you establish a dynamic site, you can subsidize costs by providing links to these companies.
8. Be sure to locate the proper service to promote your site at least biannually to the 12 major search engines. Site promotion is the current hot topic. It's easy to set up a Web presence. It takes total dealership focus and on-going strategy to maintain consistent Internet traffic to your Web site.
Start today by treating the Internet as though it is as inherently important to your long-term business success as your fax machines, telephone system and computers. It all takes education and focus, but isn't that all part of your entrepreneurial spirit that drove you to the automotive industry?
Audrey Ellen Brodie has served as President of First Automotive Consulting & Training Services since 1989. As an automotive dealership education company, First Automotive has provided management, salesperson and sales consultant training for the past 11 years. Their programs include not just the educational materials required to teach staff members proper job skills, but also the total dealership procedures to insure profitable implementation of the training. abrodie@dealeronline.com.
