DealerRefresh

Obstacles, Observations and Opinions of an Automotive Internet Sales & Marketing Manager

Archives for August 2005

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Where Would You Like To Go NEXT?

dealer website thank you page

Where would you like to go NEXT?

Is your dealership website asking your customer where they would like to go next after submitting a request, price quote or for more information?

MOST dealer websites direct the customer to a Thank You page and inform them that they will be contacted within a short amount of time. Some dealership websites take them directly back to the dealerships website homepage.

WHY NOT direct the customer to another page of the website or even straight to the credit application. Let’s take this opportunity to engage once again.

Example – “Thank you for your request, someone from our Internet Sales Team will be in contact with you shortly. Spend less time at the dealership and FILL OUT our Secure Online Credit Application.”

Or something like;

“Thank you for your request, someone from our Internet Sales Team will be in contact with you shortly. Where would you like to go Next?

  • Visit our Specials Page
  • View our Pre-Owned Inventory
  • Learn about our Discounted Extended Warranties
  • Enter to Win a ……
  • Sign up for our Monthly Newsletter
  • Sign Up for our Monthly Specials Email
  • View our Pre-Owned Inventory

(Link your customers to different pages of your site with these call to actions)

Funneling your customer to a dead-end will most likely end in one result; the customer closing out the browser or leaving through the back door of your website.

Keep the consumer engaged and on your dealership website. You never know, they might find another vehicle of interest or even better – fill out a credit application. One step closer to turning into an actual showroom visit.

What you are going to keep the customer engaged after converting and being sent to the “Thank You” page?

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Beau Townsend Ford Unlocks the Key to Success – Terran Lamp

This article is more less a blurb for eDealer Advantage, a “turnkey” program for dealers that like to outsource their Internet Sales and Marketing efforts. I’ve never experienced an outsourced internet department, though I can see why many dealers would look into such an operation. I just can’t imagine a company being able to keep up with all the manufacturer changes, keeping the pricing structure updated, locating cars that are not on the lot, coordinating delivery’s when the customer is always late. I’d like to see one of these companies in action. (They even design and maintain your dealers website, though I was not impressed with)

Link: AutoDealerDaily Dealer Expert.

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Structure Your Internet Processes for Sales – Jasen Rice

Jasen Rise writes a nice article for Dealer-Magazine about how one could and should set up their follow-up process. (It almost looks as if he was in my personal files) After several years of "trying" to perfect the ideal follow-up process I have found you need to cater it your specific cliental, however in general this is a GREAT example!

He mentions that "Some have suggested that this process calls for too many customer contacts"…I’d like to know who would suggest this? I actually encourage a few more emails within my follow-up process. Jason also talks about setting up your Lead Management system to send out your automated emails accordingly. Absolutely, but be careful not to make your email sound to canned. I truly encourage one to have their templates set up to to read like you are emailing a friend. Don’t get too wordy. I have received more responses from my short and simple emails then I have from the long winded and sales like emails. Nice Job Jasen!!

Read this Artical Link: Dealer magazine.

Categories: CRM