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

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Archives for August 2005

August 31 by Jeff Kershner -

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?

Categories: Best Practices

August 30 by Jeff Kershner -

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.

Categories: Best Practices

August 25 by Jeff Kershner -

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

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Editors

  • Jeff Kershner

    Jeff Kershner

    I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.
  • Alex Snyder

    Alex Snyder

    2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.

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