Looking for Advice on Internet Auto Sales
I am not new to the world of sales. However, I am new to internet auto sales. I am looking to get some of the Do's and Don't's from people who have the experience.
Replies to This Discussion
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Permalink Reply by Marc Burley on
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Hi Joe
I read your post with great enthusiasm. Especially No 5. It is so true, many internet shoppers are unsure of what they really want and I always offer the vehicle they enquired about and 2 other's. It's different for me as I now run my company with out a dealership and we vary rarely get to meet the customer. Being able to give choice to the customer over the internet is a must.
Joe Taylor said:Here are my tips for a new Internet consultant.
1) Read the Lead. Like the "meet and greet" with a showroom up, reading everything in the lead, from the source of the lead, to the comments in the lead, to the email address itself, can help you determine what the customer wants and expects from you.
2) Respond instantly. If you respond within the first 20 minutes you may be able to connect with the customer while they are still online. This gives you a powerful advantage over the other dealers they may have contacted. While I was an Internet Sales Consultant, my personal goal was to get the customer into my dealership and have them purchase their vehicle before they even heard back from other dealers!
3) Use the phone. While email contact is the core expectation of most Internet customers, an initial phone call to clarify the customer's needs is almost always welcomne, and, when you handle it well, is often a springboard to having them visit you.
4) Be specific. Being responsive means more than just being quick to respond. It also means that you provide a quality response. Make sure your responses are personalized and specific, and actually answer the questions your customer has raised in their inquiry. Use photos liberally. Send a short video of the actual vehicle. Send an electronic brochure. Be creative.
5) Give them options. Offer information about the specific vehicle of interest, but also give two other vehicle options (a similar model, and a new or used alternative).
6) Create urgency. Include a "call to action" in every response. End emails with a question, to stimulate a response from the customer.
7) Sell your Dealership. Why should I buy from your dealership?
8) Sell your Internet process. Why should I buy from your department rather than the sales floor?
9) Sell Yourself. Why should I buy from you?
10) Followup. Have, and execute, a plan of action for followup. Some Internet buyers are ready to buy the moment they send you their initial inquiry. Others are months away from a decision to buy. Do not lose any of these opportunitites! Treat every Internet prospect like the only prospect you will have for a sale today! Once sold, make the Internet customer a source of referrals and a prospect for their own next sale by staying in touch!
BONUS TIP: HAVE FUN !!!
The Internet area of your dealership is a goldmine of opportunity, and it is available to you 24/7. Work it well and it can propel you to the top of your sales team!
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Permalink Reply by Chuck Firmani II on -
Joe,
Fantastic advice, as well as keri Very well said. As A lead provider for the last 10 years. I find more and more, leads are not properly worked. You have figured it out. Leads are only as good as the person working that lead. The most important part is finding a quality lead provider,that will custom set your dealer based filters. ex. income, radius, credit score, age, job time.You want to make sure you can finance them and car them up. David Good luck.
Joe Taylor said:Here are my tips for a new Internet consultant.
1) Read the Lead. Like the "meet and greet" with a showroom up, reading everything in the lead, from the source of the lead, to the comments in the lead, to the email address itself, can help you determine what the customer wants and expects from you.
2) Respond instantly. If you respond within the first 20 minutes you may be able to connect with the customer while they are still online. This gives you a powerful advantage over the other dealers they may have contacted. While I was an Internet Sales Consultant, my personal goal was to get the customer into my dealership and have them purchase their vehicle before they even heard back from other dealers!
3) Use the phone. While email contact is the core expectation of most Internet customers, an initial phone call to clarify the customer's needs is almost always welcomne, and, when you handle it well, is often a springboard to having them visit you.
4) Be specific. Being responsive means more than just being quick to respond. It also means that you provide a quality response. Make sure your responses are personalized and specific, and actually answer the questions your customer has raised in their inquiry. Use photos liberally. Send a short video of the actual vehicle. Send an electronic brochure. Be creative.
5) Give them options. Offer information about the specific vehicle of interest, but also give two other vehicle options (a similar model, and a new or used alternative).
6) Create urgency. Include a "call to action" in every response. End emails with a question, to stimulate a response from the customer.
7) Sell your Dealership. Why should I buy from your dealership?
8) Sell your Internet process. Why should I buy from your department rather than the sales floor?
9) Sell Yourself. Why should I buy from you?
10) Followup. Have, and execute, a plan of action for followup. Some Internet buyers are ready to buy the moment they send you their initial inquiry. Others are months away from a decision to buy. Do not lose any of these opportunitites! Treat every Internet prospect like the only prospect you will have for a sale today! Once sold, make the Internet customer a source of referrals and a prospect for their own next sale by staying in touch!
BONUS TIP: HAVE FUN !!!
The Internet area of your dealership is a goldmine of opportunity, and it is available to you 24/7. Work it well and it can propel you to the top of your sales team!
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Permalink Reply by Joseph L. Neri on
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David, I will give your information to a friend of mine who is a BDC Director. I am sure that he can help you. Joe
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Permalink Reply by Elise Kephart on
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This is a great post and enjoyed reading the responses. I completely agree with Joe, in that technology assists us, but it really is your time to SHINE to the customer. We have one of the most difficult yet rewarding jobs, as oppose to taking a fresh up, we have to get the customer to like us via email, via video, via photo, via online...to actually physically get in their vehicle and drive over to see us and meet us in person. PRICE IS NOT EVERYTHING. With that in mind, I always ask myself what I am doing to STAND OUT from the Joe Shmoe next door.
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Permalink Reply by Joe Webb on
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If you agree with what I said, Elise, why do you have to use the generic name "Joe Shmoe".. :)
And yes, I can't stress enough personally connecting to the customer - specifically with video. Buy a webcam and respond back to your customer's follow up questions with a video. And offer to chat with them via video chat (oovoo blows skype out of the water for this, but offer them both.) Getting your face and voice in front of the customer is the easiest and best way to build trust.
Joe "Shmoe" Webb
Elise Kephart said:This is a great post and enjoyed reading the responses. I completely agree with Joe, in that technology assists us, but it really is your time to SHINE to the customer. We have one of the most difficult yet rewarding jobs, as oppose to taking a fresh up, we have to get the customer to like us via email, via video, via photo, via online...to actually physically get in their vehicle and drive over to see us and meet us in person. PRICE IS NOT EVERYTHING. With that in mind, I always ask myself what I am doing to STAND OUT from the Joe Shmoe next door.
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lol okay how about Harry Larry? I occasionally mystery shop via email and actually walking to another lot. It gives you feedback on what NOT to do, or what turns you off. Puts everything in a wide opening customer perspective.
Joe Webb said:If you agree with what I said, Elise, why do you have to use the generic name "Joe Shmoe".. :)
And yes, I can't stress enough personally connecting to the customer - specifically with video. Buy a webcam and respond back to your customer's follow up questions with a video. And offer to chat with them via video chat (oovoo blows skype out of the water for this, but offer them both.) Getting your face and voice in front of the customer is the easiest and best way to build trust.
Joe "Shmoe" Webb
Elise Kephart said:This is a great post and enjoyed reading the responses. I completely agree with Joe, in that technology assists us, but it really is your time to SHINE to the customer. We have one of the most difficult yet rewarding jobs, as oppose to taking a fresh up, we have to get the customer to like us via email, via video, via photo, via online...to actually physically get in their vehicle and drive over to see us and meet us in person. PRICE IS NOT EVERYTHING. With that in mind, I always ask myself what I am doing to STAND OUT from the Joe Shmoe next door.
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Permalink Reply by Vinnie Torrente on
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Director in Southern CA
from Highline-Low-end
1) Call as soon as the lead hits! a late response means less conversion to the sale. If you can avoid sending a quote by email, the chances of being beat by $100-$300 are slim. It's important to be an upbeat and fun person on the phone. Consider your conversation a job interview.
*****If you send a Quote******
*** YOUR Quote should re: VIP Internet Quote/Valid through INTERNET DEPT****
with a call to action /coupon voucher trade/or match offer!!!!
2) Find the best time to reach your potential client evening mornings
3) build a relationship common ground
4) The internet buyer is the same as a fresh up or walk in!
5) Set an appt ! at 15/ 30/ 45/ never a o'clock (ok our appt is set for (10:15) an 0'clock turns into no CLOCK
"If you want to ensure your buyer will show get an online credit app! or a copy of insuranc to speed up the sale!
The internet is filled with information 9 times out of 10 the buyer alredy knows the answer and pricing. They will test your honesty and integrity. Regardless of what brand your selling the buyer already has an idea what he will paying.
6) Internet is not just about selling units {HOLD GROSS} work trades and FI back end,reserve. I know it's a challenge not to quote rates or money-factors. If your locked in and the consumer doesnt qualify put on some dancing shoes if teh rate is set at 720 fico and they are a 620 fico..Easier to go down a hill then climb MT rushmore!
7) Make sure you are ready for your appointment when they arrive..Keys in hand or a switch vehicle just in-case..
8) Always smile!!! regardless if your customer's offer is crazy ! "Agree with your customer and smile" if you show your frustrared it will show on your face and your actions! "Remember they came to you becuase your price was the lowest new or used..
9) Last thing if you have no response from a lead but its a good number (((TEXT))) very powerful way of contact.. basic text! remember a text is much easier and spell check doesnt matter as much as an email..
A lways
B e
C lossing
VT
http://www.linkedin.com/in/vtorrente
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Permalink Reply by David Lytle on
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Hello David,
David Lytle here. Been in the Internet Department now for the last 12 years. Seen a lot of things come and go, seen a lot of change. Joe Webb says it best..as well as a few others. My little two cents is set up a process and do that each and every time. Ensure you answer leads rapidly..in most cases CRM tools will forward an alert to a cell phone, so that if you are out on the lot, off, out to lunch..you know right when it hits. Keep your repsond time as low as possible without hurting the quality of your response. Templated e-mails are good for some things. But personal ones tend to get noticed more and you can tell when they are templated. Quick, quality response....Quick, quality phone contact....Confidence in what you say...Answer all questions with confidence...Go for the appointment every time...and follow up...follow up...follow up!
If you are a sincere sounding, confident individal, that answers there questions straight forward..you will do great.
I would suggest mystery shopping your direct competition as well via e-mail Create an MSN, Hotmail e-mail and shop them. Find out what they are doing as far as handling e-mails, pricing, follow up. See what they are doing right, see what they are doing wrong, then critique what you are doing to ensure everything you are doing doesn't sound like everyone else. Be unique. Anyway, just a couple of tips to add to what everyone else has already said. Good luck in your endeavor and welcome to the club!
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Permalink Reply by Craig Darling on
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You are more than welcome to call me on Friday morning. I would be happy to help in anyway. I sold Chevrolet's new and used for thirty years and was one of the first to retail using the internet to gather prospects.
I have several web sites, http://www.viralminers.com and http://www.viralmarketplace.com and http://www.cwdarling.com
You don't need to visit, my number is 480-659-5774
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Permalink Reply by Heather Graham on
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Via the Internet or the phone (and yes call them even though they connected via Internet) - develop a relationship with the prospective customer asap. Get them talking about themselves. Take detailed notes and refer back them when talking to them. For example, 'last time we spoke, you mentioned that you were looking to refinance your house before buying a car...how did that go?'
Remember - they are buying you as well as a vehicle.
You being here on this forum, asking questions = success! Kudos to you for taking the initiative!
Cheers, Heather
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