Brian Tucker (Internet Director at Swope Toyota) and I (Alex Snyder) had a long conversation about this the other evening and we wanted to hear what you guys have to say.  This is the email Brian sent that sparked the conversation:

I would like to hear some feedback on what is considered “best practice” on listing your inventory with third party sites such as AutoTrader.com or Cars.com. When is the best time to release inventory and what processes do you guys
and gals have in place to ensure that it is done correctly?

1. DMS sends the inventory live without any prices or info and use default stock images until the proper photos and comments can be placed?
2. Send inventory live after initial quick review and use a place holder such as a “out for bath” icon in place of the stock images until photos and info are ready?
3. Do not release inventory till it is completely web ready and all pictures, custom comments and service inspections have been completed.

I have tried variations of all three and have some different opinions on each but would love to hear some feedback from the PROS!

For quite awhile now, many dealerships and trainers have been promoting the benefits of special internet pricing. I am having trouble convincing my GM’s and owner that our department would benefit from having a set price. They are afraid that they will sell a car to a
walk-in and then the customer will go home and see it online for a
lower price.

How are other dealerships handling this objection to
internet pricing?

The way I see it, every other type of major
retailer Best Buy, Target, Wal-Mart etc. specifically state on their
website and in the store that the online pricing may not be available
at the physical store. Why is that ok for them, but when we try it we
are scamming the public?

Amanda Marsal
Internet Manager

I have noticed that my emails are not being read or viewed when I send them through my CRM tool. I have heard of programs that can check your email for content that may mark it as spam or junk. I have also heard there are a few CRM programs that let you know of your customer have opened their emails. However when I asked my CRM provider, they said they couldn’t implement that into their program. I want to capture my audience but I can’t do that if I can’t get to them. Any suggestions?

Internet Sales Manager
Robert Fritscher

I am a pretty successful ISM at a Volvo store in an area that is very competitive. A 1200 or even 2000 dollar loser is not unheard of in my area.

My problem is my owner is very conservative and will not allow me to send ANY quotes out. He wants me to only set appointments. I do understand what he is trying to do. I also understand that it is my job not to provide too much information and to set an appointment. However, consumers shopping on the internet expect a quote and can get one within an hour.

Do you have any ideas as to how I should approach getting a customer in the door without using any numbers?

Thanks for your help guys.

Best Regards,
Johnny Swartz
Internet &
Fleet Manager

The dealer was going to shut down their autotrader and cars.com accounts.

The best part of running DealerRefresh is that I hear from and get to met so many interesting people. From newbie ISM’s to veterans getting back into the business and taking over a dealers Internet Department. Sometimes keeping up with all the emails is like a part-time job!

Last week I received an email from Paul Rushing. He has returned to the car business after a 9 year absence and was given to the opportunity to take over an internet marketing for a Chrysler Dodge and Hyundai dealer.

He had a question for DealerRefresh readers..

“Paul Rushing here in Brunswick, GA.  I have returned to the car business after a nine year absence.  I was given to the opportunity to take over the internet marketing for this store.

The dealer was going to shut down their autotrader and cars.com accounts and rely on the poorly designed Reynolds sites. The dealer was very negative about internet marketing and had a manager that was sharing a dual responsibility of internet marketing and as the Hyundai manager.

I took over the role of ISM and receive all leads from our sites and AT and Cars.com as well as the number on the sites are forwarded to my cell. I am paid as a salesperson.

I am an experienced online marketer selling affiliate products and generating leads for merchants. Applying those skill sets to marketing cars online is not an issue.  However generating support for new ideas is. The dealer principal is a die hard old used car guy. The answer I receive from his maximize what you have then we can open up further negotiations.

We have the minimal AT package however the most leads are generated from them. My suggestion is to kill cars.com and use that money to enhance our AT package. Is this advisable?