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Jared Hamilton
From: Jared Hamilton
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Trace Ordiway

Trace Ordiway Internet Sales Best Practices Consultant

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

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Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

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.

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