For all dealerships, regardless of the franchise and size of the Internet department, you all share one thing in common: Your success in selling vehicles over the Internet will be affected by the person you have managing this department.
Just like a new car department that thrives because of an aggressive new car sales manager, who knows how to sell for volume and generate gross while doing it, your success of your internet department will depend in large part to the person you have handling and managing this area.
If you are not in the business of counting the total traffic to your website on a weekly and monthly basis and if your internet sales person or manager does not know how to create a report that shows this to you – you may want to think about finding someone who can, or investing in proper training for your internet sales team.
The virtual dealership is outpacing the physical dealership as high as 10:1 for daily traffic counts. You need to be counting this daily to make sure your dealership is making the most of the opportunities they have been given.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.