We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I encountered many of the same things that hold back Dealers/GMs from moving their Internet Departments forward when I went to dealerships to do training as I did as a Director of eCommerce. Just because the Dealer or GM is all steam ahead does not mean that the whole dealership is all steam ahead.
Lets take the example of pricing. The Dealer/GM says we definitely need to provide pricing, ie price quotes on specific cars, used cars, etc. What happens when the ISM needs pricing on a car and goes to the NCM or UCM (that is if he doesn't have access to that already). Is the NCM/UCM on board with this? Sure, the Dealer/GM said this is what we are doing but when an ISM is working in the trenches, that doesn't mean that is what the ISM is living day in and day out.
So some of you are thinking, no problem, sounds like a talk is in order. Really? I hate to compare going to school or growing up with brothers and sisters with working in a dealership but lets face it - many times work life can be the same. So you have a talk with the Dealer/GM and tell him/her what is going on. In turn, they have a talk with the NCM or UCM and what place do you think the ISM is in now? Hey, this is great, now I'll get pricing! I hate to say it but in most cases, the ISM gets "beat up" by the manager that wasn't on board. And life just got tougher.
So now your saying, well that doesn't happen in my store, all of my managers are onboard. Are you sure??
I see more Dealers/GMs trying to "sell" management on the idea which believe me, I know is HUGE but lets face it, if they aren't sold on it, orders have to be given. Someone has to take charge of the store and move forward. At the end of the day, the Dealer/GMs plan has to be carried out by EVERYONE. Period.
Its a shame that this whole "Internet Thing" is so important yet causes so many problems within the store. Managers and salespeople going opposite directions.
I'm sure many of you reading this can't be honest and say what its like at your store. But for the dealers/managers reading this, I would really encourage you to get a real pulse at your store. Find out whats REALLY happening at your store. It might be the difference between staying open or throwing the towel in.
LIke I said, the above is from my experiance as an Director of eCommerce for multiple stores dealing with managers, dealers and salespeople and as a consultant doing the sam