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Jared Hamilton
From: Jared Hamilton
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Rafi Hamid AutoExecutive

Rafi Hamid AutoExecutive President-CEO

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It requires much more than a single department to run your dealership.  Why shouldn’t it be the same for your dealership website?  Your website IS your dealership.  It’s a virtual way for customers to “walk-in.” Most of your clients start their search online.  Even your physical walk-ins are most likely there because they found you on the Internet.   The statistics should help us realize the importance of getting it right online.   

Would you advertise cars in the paper that were sold last month?  Would you refrain from telling customers in your dealership about a special financing deal that might convince them the time is right to buy?  Would you send one of the guys in the shop to greet a potential customer?  No, no and no.   

Why, then, would you consider allowing one department cover everyone’s bases?  The people that compose your sales department, service department, etc. are there for a reason.  They’re there because that’s where they make sense.  They’re good at their jobs.  They’re knowledgeable and skilled.  Most of all, they’re invested in their department.  Those are the people who should be responsible for your website.  If they’re good enough for your facility, they’re good enough for your virtual facility—and a whole lot better than someone who is not bought into their respective departments.   

Running a successful dealership is a team effort.   Don’t let yours be a sinking ship, let your team work together to increase the effectiveness of both your locations, online and off.

 

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