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June 3 by Guest Poster -

Four Superhero Powers for Dealer Website Tracking

What if you had Superhero powers like Spider-Man, Batman and Superman? You could have an amazing gift to do the unexpected and save the day. Sure, you’ve been tracking calls from your dealership’s website for years. Your store may even be running an expensive pay-per-click campaign that is bringing well-qualified leads. That is what the average “Clark Kent” is managing for his dealership and probably getting praise for being on the cutting edge of internet marketing. Are you ready to be a Superhero? Get ready to switch from Clark Kent to Superman and unveil that special uniform under your suit. Extract the most out of your dealer website tracking with the following Four Superhero Powers.

Power Number One: Have x-ray vision. Find out which keywords are bringing you phone calls. Is it the term “Honda” or “Honda oil change coupon” that is generating leads? There are ways to track these calls back to the individual keyword without constantly monitoring the program, adding phone numbers and investing too much of your marketing budget. Proxy sites can create a bit of a mess for your SEO, so steer clear of this method. By using x-ray vision, you can tell your SEM to shift your ppc budget those terms that are actually selling cars.

Power Number Two: Try leaping tall buildings in a single bound. List one number on your dealership’s website with a greeting to connect callers with the right department. If there are 3-4 numbers listed, often times the caller will dial the first number listed anyway. Your customers will have a better experience, and the sales team will be happy when talking with leads that want to buy a car (not make a service appointment). Look at trend analytics of your inbound calls. What time of day or day-of-the-week are you getting an influx of leads? Are you staffed appropriately at these times? Features like scheduling and round robin will help the team to not miss an opportunity. More than likely, there is no additional cost to set this up.

Power Number Three: Use accelerated healing (think Wolverine). Don’t let those bad sales calls wound you or your sales team. Listen to call recordings and save a potential customer from calling your competitor, then play back the call in a training session. Everyone will learn quickly what they should be saying and how to close a sale faster.

Power Number Four: You’ve become immortal. Import calls from your website into your lead management tool, your CRM. This is your lifeblood and the place where you spend all of your time anyway. You shouldn’t have to log into another system to look at calls. Who has time for this? You are there to sell cars, not remember passwords and instructions on how to run a call report. Integrating your call tracking with your CRM will make your life easier.

You cannot deny the powerful gifts that you have been given to effectively manage your website and call tracking system. Be the Superhero that you were meant to be and start today with these Four Superhero powers. If you aren’t sure how to use these powers or forget what they are all about, contact your call tracking provider to help you get the most out of the service. Their job is to support the Superhero!

Categories: Best Practices

About the Author

Guest Poster

    Comments

    1. Jerry Thibeau says

      June 4, 2010 at 12:43 am

      Jennifer, you're my hero! Great article. I use Century Interactive and love your product. Leah my sales rep is a Super Hero too. You guys rock!

    2. Alex SnyderAlex Snyder says

      June 4, 2010 at 8:22 am

      Jennifer – you're absolutely right. One number is definitely the way to go with things these days. Some dealers want to hang onto a phone number they're "known by", but with cell phones, Google, and syncing address books how many phone numbers does one actually remember these days (much less, their car dealer's number)? With the death of rotary phones does anyone care that they have to dial 10 digits instead of 7? I say 8xx number your site for tracking purposes – you're not going to upset any customers.

      I'm impressed with your comic book knowledge!

    Trackbacks

    1. Tweets that mention Tracking Calls From Your Dealership’s Website with Following Four Superhero Powers -- Topsy.com says:
      June 3, 2010 at 8:27 am

      […] This post was mentioned on Twitter by Jeff Kershner and Richard, Pacific Dealer Sol. Pacific Dealer Sol said: Four Superhero Powers for Dealer Website Tracking: What if you had Superhero powers like Spider-Man, Batman and S… http://bit.ly/9xVfC0 […]

    2. DealerRefresh article « Century Interactive says:
      August 7, 2010 at 8:23 pm

      […] Jennifer guest-posted a great article on DealerRefresh, Four Superhero Powers for Dealer Website Tracking. […]

    3. Need Help with information for Meeting - DealerRefresh Automotive Technology Forums says:
      August 20, 2010 at 10:16 am

      […] your page views per visitor session AND referral entry point to conversion. I encourage all to track phone calls from your dealerships website while building out custom reports so you can see with and without the phone call conversion (also […]

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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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