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Not that many years ago, owners, managers and other salespeople laughed at the Internet team. Now those Internet folks are running the store. What are they doing differently? This is my perception of how different an Internet Manager is vs a Traditional Manager.
How Do Internet Managers Look At Internet Leads? These Internet folks are not buying bad leads, these are leads with a 1%-3% close rate, you will need 100 leads to sell one or two cars, this is how you lose your Internet staff. Bad leads are leads that were created at an event where people have no interest in a vehicle they are just trying to win a hat. Leads that were created because a customer checked their balance to see if their payment cleared. Internet managers want to see that the leads are verified, someone who is really interested in a vehicle will give you their real name, real email or real phone number or both. Why do lead providers push leads to us with Donald Duck and a 512-555-5555 phone number or leads with cuss words in them? Only an Internet lead can be sold over and over again to multiple dealerships vs a phone call or chat can only go to one dealership. Why are we getting 10 leads a day from all over America on a hard to find vehicle the has a deposit and a back up deposit? Do not advertise for vehicles that you do not have and cannot get. We should only be advertising for vehicles that we are trying to sell not ones that we already sold.
How Do Internet Managers Look At Advertising? These Internet folks are reducing the ad budget/lead budget, because they know how to earn traffic and leads with good content pages, blog posts, social posts, video and reels. This type of traffic is 2x to 3x better than AdWords and works long after the budget for them runs out. They will still use AdWords as needed to generate leads quickly and when they need them to drive traffic to new pages and posts. They will create a new web page, blog post, social post and then run AdWords to get the traffic to move them up in the search results, then they repeat this process over and over. They are spending their time and money trying to find the best lead providers and the best places and source for leads. They look at the number every week not every month or two and make adjustments.
How Do Internet Managers Look At Their Staff? These Internet folks are looking for Worker Bees not Waiter Bees. In the old days, sales staff waited for a customer to come in, managers waited for a deal and finance waited to do the paperwork.
How Do Internet Managers Take Care Of Customers? Internet Managers want to take the very best care of every customer. They want each customer to have a wonderful experience that will keep them, their families and their friends coming back over and over.
How Do Internet Managers Hire & Train Sales Staff? The Internet manager wants to train sales staff to constantly sell 20+ a month, hire experienced sales staff that consistently sell 20+ a month. They also want to create an atmosphere where 20+ cars sales staff and their 20 car friends want to work.
How Does Holz Chevrolet in Hales Corner WI Sell 1000+ Cars A Month? The Holz Chevy store is located in a small town of 6,000 people. This store would not let me come in for an interview for a sales position, unless I could prove with vouchers, that I had sold 20 cars a month every month for the last year. I was the first hire in 6 years. They had no ad budget and around a 96% repeats and referrals close rate. One thing they did have, was a huge budget, to take care of sales staff and customers.
How Do Internet Managers Handle Follow Up? The Internet folks are follow-up machines, and they teach all the staff to do the same. Once the owner of a Ford dealership asked me why do you follow up after two weeks? I pulled my last 100 sales and showed him the results: First: 33% purchased in 30 days, Second: 33% purchased in 31-90 days and Third: 33% purchased in 91-365 days. Our job is to help all staff to understand this rule. "We Will Follow Up - Until They Buy or Die."
How Do Internet Managers Look At Customer Satisfaction? Once they get a person into the store whether they buy or not, they will do everything in their power to make sure that each customers has a great experience. They do this because they know how valuable a customer that has been to the store is. They will get all of their information and follow up with them for as long as they can.
How Do Internet Managers Look At An Unhappy Customer? Internet managers understand how valuable a happy customer is to the repeat and referral side of the business. They also do not want any unhappy customers that might leave a bad review or tell all of their friends and family how bad it was at XYZ dealership.
Why Are The Staff Afraid To Answer The Phone? My first day at a new dealership I realized no one would answer the phone, no service staff, no sales staff, no managers and they did not have a receptionist. As I started answering the phone at this store, I realized why; there were so many upset customers. I told all sales staff, if anyone is upset for any reason transfer them to me and I will take care of them. We were missing all kinds of Sales, Service and Parts sales because everyone was afraid to talk to the upset customers.
How Do Internet Managers Look At Reviews? Internet managers understand you have to look at reviews both good and bad as a way to improve your operation. They also believe that after a sale and after a no sale, follow up is needed, to see what these customers liked and did not like. The same is true of vendors, and employees, we need to get input on what other companies are doing good and bad. We also need to know the real reason a customer did not buy or an employee left.
How Do Internet Managers Look At Response Time? Internet managers understand the best way to catch an Internet customer is when they are still on their phone or computer. Most manager have zero tolerance for not answering a phone call or getting outside to meet a customer on the lot as soon as possible. Yet why do they think it is OK to let an Internet leads sit without a quality response? We Say In The Internet World "He or She That Get There First Wins". You want to impress an Internet customer? Get to them as fast as possible!
How Do Internet Managers Feel About Taking A Turn? Almost all managers will require a salesperson that is going no where with a customer, to turn them to another sales person and then to a manager before they let the customer leave. Internet managers understand that if a customer does not respond to the sales person, then the Internet manager needs to take a turn and then the BDC needs to take a turn until we get in contact with the customer. Do not be afraid to reach out to a customer that is not responding.
I have been an Internet Salesperson or Internet Manager for 20+ years and it has been a very interesting journey to see all the changes. What have you seen that has helped you in your automotive sales journey? Vincent Hoss
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Writer, broadcaster, musician and kitchen gadget obsessive Carrie Marshall has been writing about tech since 1998, contributing sage advice and odd opinions to all kinds of magazines and websites as well as writing more than a dozen books. Her memoir, Carrie Kills A Man, is on sale now and her next book, about pop music, is out in 2025. She is the singer in Glaswegian rock band Unquiet Mind.","contributorText":"With contributions from","contributors":["name":"Sofia Elizabella Wyci\u015blik-Wilson","role":"Freelance writer","link":"href":"https:\/\/www.techradar.com\/author\/sofia-elizabella-wycislik-wilson"]}), " -0-10/js/authorBio.js"); } else console.error('%c FTE ','background: #9306F9; color: #ffffff','no lazy slice hydration function available'); Carrie MarshallSocial Links NavigationContributorWriter, broadcaster, musician and kitchen gadget obsessive Carrie Marshall has been writing about tech since 1998, contributing sage advice and odd opinions to all kinds of magazines and websites as well as writing more than a dozen books. Her memoir, Carrie Kills A Man, is on sale now and her next book, about pop music, is out in 2025. She is the singer in Glaswegian rock band Unquiet Mind.
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