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The Internet has grown to be a part of nearly everyone’s everyday life. There’s no difference between the customer in the dealership and the customer on your website. There’s no difference between your online inventory and your lot inventory. Internet pricing is sticker price. It follows that your used car manager and your Internet used car manager should be one and the same.
Every single person at your dealership, regardless of department should be your Internet department. Your service manager, sales manager, parts manager, etc. should be in charge of their own Internet content. This encourages your team to keep material up-to-date, and to take ownership. Guaranteed that outdated online inventory would quickly begin to disappear. Once it’s up to them, they’ll get ideas, get comfortable and maximize their returns.
If any of your dealership’s departments are not represented on your website, they need to be! Your website and your dealership should be FULLY integrated. That means that every department, every service, is represented equally whether it be Internet or in-store.
It is imperative that everyone in your dealership is trained on how to operate your website. Make sure that your staff has gotten a chance to get familiar and comfortable with the site before you turn over the keys. Any good website provider will offer training. It’s in their best interest- as well as yours- to help you learn to use your site effectively.
Today’s Internet Manager is tomorrow’s General Manager. I have been talking about this since 2001 and it’s all coming true… Thoughts about this?