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Customers that show on the lot are like a slice of cake.
Recently, I had an owner of a dealership tell me his ISM (Internet Sales Manager): ”His head is stuck in the computer way to0 much and its costing him money. Really? When an up hits the lot, it’s like the waitress serving a slice of cake with icing on top and a fork at the side. Ready to enjoy or in many cases devourer. What went into the making of that delicious dessert? “The cook” placed the mix in bowl, added milk and eggs, stirred it up, poured the batter into a greased up pan, placed it in the oven and baked it for 30 minutes. He then plated the slice of heaven, rang the bell for the waitress to pick-up. Only then can “the waitress” serve it to you. It takes more time to “make and bake the cake”, than it does to serve and eat it. So too, when a customer hits the lot, hours of digital research from the customer has taken place on your web site. Hours of communication from your staff has been placed in motion. The communication that takes place from digital correspondence is equally as important as the customer on the lot. Without the mixing of the ingredients, there is no slice of cake. Do you place the same importance on digital communications as ups on the lot? The waitress can’t serve a slice of cake that the cook didn’t bake. Your Internet department is your cook, the sales team is your waitress. If you ask Guy Fieri I’m sure he will tell you it takes both to run a successful restaurant. How successful is your cook and waitress? Are you recognizing the success of the cook and waitress both in your dealership? Most of the time, the cook is the unsung hero of a restaurant. Is the same true with your staff that communicates to your customers electronically?
Just a thought…….