What are a prospect’s expectations when they submit a “Request for Contact” on your website?
"Dude, we'll totally sell you a car."
“What’s it gonna take to get you into our dealership today?”
“If I could, would you come down today?”
“I don’t know if the manager will even let me do this…”
“You’re not going to believe this, in fact I think it may be a mistake!”
A dealership’s greatest opportunity for growth in 2012 is online, but old school, traditional tactics will not be tolerated by today’s savvy customers. The shopper in 2012 is a well-informed, tech savvy shopper that demands a certain level of respect and an even higher level of customer service.
Ask yourself this; If 90% of my customers (online shoppers) are being handled by employees that aren’t highly skilled in Digital Marketing and Sales strategies, is that a good formula for my dealership?
Countless hours are spent in dealership meeting rooms across the country with sales managers training their people how to:
* Meet & Greet
* Build Rapport
* Perform a Needs Analysis
* Perform a quality product demo
* Perform a quality demo drive
* Convert a demo drive to a write-up
* Convert a write-up to a close
* Etc, Etc, Etc
Sales managers are highly skilled at this because they have been doing it for years. The Internet is still in its infancy, yet our consumers are demanding that dealers know how they want to be treated and what the “NEW” sales process looks like. Gone are the days of leading the customer down the road to the sale using traditional tactics. Today’s consumer has the road to the sale sitting on their lap in the form of a laptop or Ipad. They are defining the process by awarding the dealerships that are trained to perform for today’s Digital Customer.
Is that your dealership?