Digital Dealer
Digital Dealer Letters
Our digital dealer expert Todd Smith answers questions from our readers. tsmith@dealeronline.com
Hi Todd,
I really enjoy your articles in DEALER Magazine and the practical advice you
provide. We currently have one of our sales managers handle the e-mail for
the sales department and would like to hire an Internet coordinator to assist
with developing our e-mail database and managing it on a day-to-day basis.
They would not be an Internet salesperson, just administer our Internet and
network support.
My question is: How do I find this type of person? If I advertise for this position, what should I look for in qualifications? I have checked and talked with our staff and don't really have anybody with this type of experience. Any suggestions?
Thanks in advance for any info you can provide.
Sincerely,
Greg Leonard
General Manager
Toyota of Vancouver
Hi Greg,
Hiring the right person for the position is a critical function in your Web
business becoming successful. Here are some characteristics that you will
need to make sure all job applicants are within. First, they need to be very
detail-oriented since they have to a lot of paperwork, and attention to detail
is very important. Second, they need to have some experience with a computer-two
to three years is practical. Let me go one step farther and say that Internet
experience is critical, including skills in receiving and sending e-mails
and using a Web browser. Since you are going to build an e-mail database,
I would suggest a very easy program called MailKing. It is easy to use and
allows you to create customized e-mail messages. When you go to hire the person,
run them through a series of skill set tests. You might ask them to send you
an e-mail, find you information on the Web, etc. It will give you a real heads-up
perspective of someone's skill level. Well, I hope this helps. If you need
anything more just contact my office.
Todd Smith
Hi Todd,
Saw your recent article in DEALER about e-mail lists. Do you sell e-mail addresses
for new car auto dealers?
Thanks,
Ivan Feher
www.hillsidehonda.com
Ivan,
No I don't, but you can look up yesmail.com and postmasterdirect.com. These
are just a few who do sell lists. If I were you, I would try to build my own
list at the dealership. Just think of all the people in service daily that
you could be getting an e-mail address from-or even walk-ups. Use your dealership
to get started, since these people are familiar with you already. I hope that
answered your question. If you need more specific information, feel free to
contact me.
Todd Smith
