We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
At my dealership we have implemented some follow up techniques that have lead to a very high percentage of kept appointments. It is a combination of Email, Phone Call, and Text Message follow ups spaced out in a particular order to maximize interst patterns of consumers. A set template for days and specific peices of information are provided and programmed into the CRM. I have to work through multiple CRM's as the dealership CRM is not a web based system. That is the main thing holding me back right now from my full potential. Without a web based and mobile application I think we will be behind the 8 ball in the future of the car business
We have only one person in the BDC/Internet sales department and I am him. Always on the clock I answer texts and Emails at all hours. There comes a time when you don't have the answers but you can always find out for people and get back to them tomorrow. It's easy. The only thing you can't teach and you have to just have is attitude. You have to have a positive atttitude and realize high pressure tactics and a complete blitz of information can sometimes backfire. A person can tell through the phone if you are smiling on your end of the line. You can hear it in a voice. Even if you are having a bad day the old adage "leave it at home" has to ring true. Your attitude will flow out ijn your interactions with people. You have to find a way to be nice and cordial while you might feel the exact opposite. Not only is it a great attribute to have in the retail business, it is also how you operate as an adult.
As far as the system though, I bring a certain aspect to it that can't be taught. But I don't have anything to compare it too, so I dont know where to stop and what to base success on. Is it percentages? Deliveries? I am not selling the car I am selling the appointment, and that is waht a good BDC should do. Get them in the door. If you have a good sales staff, you will be able to get a bigger closing percentage. There just has to be a system of accountabililty and responsiveness. Just an idea from a small town Internet Manager. Take from it what you will.
Keep in contact, keep in order, and keep up.