Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Trace Ordiway

Trace Ordiway Internet Sales Best Practices Consultant

Exclusive Blog Posts

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

SECRETS OF INTERNET SALES SUCCESS – REVEALED!

 

OK, the title of this story is intentionally cheesy, but rest of it is real.  I mystery shopped some Dallas Region Ford-Lincoln eCommerce Elite (Top 100 stores in USA for new Ford-Lincoln Internet sales) stores recently and was surprised to discover that their response processes are similar.  This piqued my curiosity, so I called my DMC teammate in southern California to ask him how the  #1 new Ford Internet sales store in the country does things.  Turns out they work much the same as the top Dallas Region stores do.  So what is the #1 Internet new car sales secret of the eCommerce elite 100 stores that I shopped?  They call.  And call.  And call.  And call.  That’s pretty much it.  I must admit, by the time a pleasant, friendly salesperson leaves four voice messages for my mystery shopper I have to answer or return the call, if for no other reason than I feel guilty ignoring them.  You can’t shut four phone messages out of your mind and pretend they never happened.  (Especially if they are compressed into a 4 or 5 day period).  I also now understand something a presenter said at a recent DDC: “Internet shoppers want to be courted.”  He was right.  When a salesperson is tenacious in his/her attempts to get through to my mystery shopper it earns my respect.  When I was an Internet salesman I hated leaving repeated voice messages.  One, maybe two calls and I was done.  I see now that I was also wrong.  Will blowing up a customer’s phone still be in style ten years from now?  It’s hard to say; though I doubt it.  But for today, while we are in the transition phase, it appears we have to cover our bases and employ all mediums, new and traditional.  Just the other day our program head in Dearborn told me recent studies say it takes four phone calls to get through to most prospects.  So there ya go.  The simple secret to Internet new car sales success: email + call + email + call + email + call.  (Let's save text messaging for another day).

Jim Bell
Thanks for your findings that you found in your mystery shopping. It all does come down to processes for a dealer to be successful. We have tried different processes and timing of calls and emails and seemed to find our sweet-spot. It is a matter of trial and error. We have had some success with texting with some of our staff. Some people, even the 40-somethings are starting to text more and more. I know that I would rather text than talk on the phone if I can.

 Unlock all of the community & features  Join Now