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The Digital Marketing Strategies Conference in Napa is off to an amazing start. Following our presentation from Glenn Pasch, we moved to watch Alex Snyder from Dealer.com and DealerRefresh. We will be reviewing all 6 workshops over the next 2 days.
People Are Looking For Someone They Can Like or Trust
Quoting prices? Alex says no. There are so many prices out there that the need to quote a price every time is bogus. 97% of customers don't really need a price to get going. They simply want to know and like you.
Sean Stapleton from VinSolutions brought up a good point that giving at the very least a range of pricing to get it out there on the table ahead of time. Can you sell a car online? Stapleton says, "Yes."
The volley back and forth between the two auto-industry giants is extremely entertaining. They both seem right. It really depends on the personality of the dealership and the sales person, but not matter what, everyone agrees that people buy from other people who they like and trust.
Alex told a story about how he moved to Vermont and became an avid snowboarder. He was interested in getting the stiffness rating on a Burton T7. He sent us on a mission to find the stiffness, which we did. After some time, several people found it.
Then, he asked, "What specials were on the homepage?"
The point (brilliantly made) was that when people visit websites, they're going to use navigation or a search box to find what they want. As an industry, we tend to overthink the front page of our websites and we don't take into account that simpler is often better. Give the consumer exactly what they want as quickly as they can by giving them search functionality and very few dropdown menu options. Otherwise, we're just confusing them.
The Internet manager should be a "CRM Architect." Having the control over what is happening at the dealership, how the leads come in, and where the sales eventually get listed will help put sanity into the Internet manager's job, particularly at month-end.
The industry is often stuck making "CRM excuses," blaming the software rather than the process. If you can architect the right process and test it to make sure the CRM is getting the information properly, there should be no way that poor (or no) information is plugged in.
The Simplest Way to Make a Change
Everything is tied into pay plan. If you want a change, you change it. It's that simple.
If your goal is to get more appointments, you set the appointment-setters' pay plan based around the number of appointments set, confirmed, and showed. Having bonuses tied into these numbers can help a dealership make things more efficient.
Note: Snyder mentioned that 2-3 minutes is optimal for these calls. Why not longer? "The art of talking yourself out of a deal" definitely applies.
The Inventory Workflow
Snyder put together an excellent visual depiction of how inventory flows from the floor to the Internet.
Visit the full review on our blog.