I am a former Internet director of an Asbury platform and a former employee of the Cobalt Group. Considering Internet sales as part of information technology is the primary reason the national closing ratio for those leads is only 9 percent.
I cannot count the number of times I was introduced to an Internet manager who had very good tech skills and absolutely no clue how to deal with people. The only computer skill necessary to sell vehicles over the Internet is the ability to handle e-mails with attachments.
Most dealership Web sites contain way too much information to generate leads.
You want to post just enough info to tweak the customer's curiosity enough to send in a request for more info.
If you won't let your salespeople quote a selling price to a phone-up, why would you quote a selling price on your Web site or in response to purchase requests?
A dealership's Web site will never sell cars. People sell cars.
The true purpose of a Web site is to generate prospects to feed to an experienced salesperson who treats the leads like phone-ups, contacting the customers and setting appointments for dealership visits.
There is no longer an "Internet customer," as some 80 percent of people who purchased cars last year did at least some research online before completing their purchase.
The Internet is just a third way for customers to approach the dealership. We understand how to deal with lot-ups and phone-ups. The people contacting you through your Web sites are no different.
Guys, it ain't rocket science; it's just good old-fashioned car selling.