We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
First of all, thanks so much for all the comments and conversation on my last posting. This is really a vibrant community with many smart people involved! I hope we continue the discussion with this next posting.
Business never sleeps. The most effective way to be available 24-7 is by getting online and staying there. When your showroom closes down for the night, your virtual showroom continues to shine. When the mechanics go home for dinner, potential customers should still be able to schedule service on your website. It's clear that whatever departments a client can visit in your physical establishment should also be available online.
When a potential client wants to check prices at 3AM, you should be available to them through the virtual dealership (website). Hopefully the next day they'll come in and take a test drive. But if you're not providing the latest information online, you're operating with a major handicap.
In your physical store, you've got managers making sure that everything is looking good and in order. Those same managers really need to help take responsibility for their parts of the website as well. They should take as much pride in what's displayed there as they do in their physical department. (And, yes, someone has to be in charge overall of the e-Initiatives, but everyone can and should help and be involved!)
Ideally, your web presence will be perfectly aligned with your physical presence and then some. Your website has a much greater reach than your dealership does, so treat it right and keep it updated. You won't be sorry!
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