So you think you can sell cars on the Internet?
That was the question my general manager asked right before giving me the job of managing our online marketing. Of course my answer was a resounding yes. In my haste to accept the position and get started selling cars over the Internet I really did not think through my answer. If I had the opportunity to answer question again I would say “No, cars don’t sell online!”
Before I raise your dander over that statement let me quantify it. Cars really do not sell over the Internet. The Internet is a tool to generate leads to sell cars to, but the actual deal closing is done in the showroom or over the phone. The road to the sale has not changed nor will it anytime soon. Internet leads are no different than walk-ins or people who respond to your dealerships print advertising. They are in search of what you have to offer it is how you handle that interaction that will separate you from other Internet Sales Managers and Salespeople.
The key that I have found is you need to be Johnny on the spot in your follow up with leads generated over the Internet. From my experience when a lead submits a request for information for a vehicle you have in inventory the want has been established. Your only job at that point is to create a sense of urgency with the customer and build rapport.
You have to give that customer a reason to do business with you and your dealership. My branding style is a little different that status quo. I brand myself first, the dealership second as my income is derived exclusively from online leads, personal contacts and referrals. Your personal methodology and branding preferences is dependent on your position, but I will always sell me first.
The rapport built in that first contact with an online shopper will set the tone and make or break your opportunity to do business with them. Make a friend and create urgency and watch your sales go through the roof.
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