Over 5 years ago I was approached by our Vice President of Variable Ops who wanted me to take what I had done as our Honda Internet Manager and spread it through all the stores in our group. He told me the job was temporary and not to expect it to last more than a year or 2. He titled me the Internet Director and my job was to train “Internet Sales Agents” on how to move a lot of cars through digital communication. His thoughts were that I would eventually find a store to call home and continue working my way up in a more traditional manner.
Since he asked me to do this job back in March of 2004, my job title has changed and I’ve worked my way into quite a few very different directions. Once we had figured out a good way to handle not just Internet leads, but all incoming non-physical traffic too, and we had the right people in place I was able to focus more on things like our website, new technologies, and CRM. It is the CRM that gets you!
The most important technology of any dealership is the one that promotes process.