The "email price quote" is always a huge debate. Do you email price quotes or don’t you? Should you? Maybe…maybe not? What’s your opinion or what do you practice at your dealer? Take the Poll, share your thoughts and leave your ideas and comments!
Ever since I started this website/blog I have had the opportunity to meet some great people in this business. I often receive several emails a week from ISM’s just getting their feet wet. Every now and then you meet someone that really sticks out from the rest of the crowd. Several weeks ago I had the opportunity to speak with Jake Wirth, ISM for a smaller Suzuki dealer in Indiana. Jake was just getting started at the dealer as their new Internet sales manager, we were talking about everything from Dealer websites to follow-up process to CRM/ ILM software.
Jake put his thoughts and some of his beginning experiences on paper and asked me to share it on DealerRefresh.
When was the last time to typed in your dealers name in Google or Yahoo to see what other competitive dealers are buying ad space by bidding on your dealers name as a keyword? Do you think it’s fair to do this? All the 3rd Party Lead vendors do it, even many of the Manufactures do this this to drive traffic to their shopping service sites like gmbuypower and forddirect. This topic will get more heated as dealers and the Manufacturs become aware of the issue.
Have you ever been curious to what would happen if you erased ALL of your internet presences? Shut down your website, turn off your auto-responders, neglect to answer customer emails, pull your inventory from AutoTrader and turn off your Adword campaigns.
Would your dealer actually feel the impact? And if so…would it take 1 month or more? Would your sales drop by 5%, 10% or with the aggressive internet sales manager, maybe 20-30%?
I sometimes wonder what would actually happen. Would it really have an impact or would the dealer go on selling cars as usual? Would the local customer stop by the dealer anyways? Would you still eventually sell that used Honda Accord to a “walk in” customer?
Just how important is it to have an Internet sales and/or marketing department? Of course I want to say it’s very important since I have an "invested interest"…but I still get curious sometimes to know what would happen.