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½ cup of Common Sense
½ cup of Dumb Luck
We all know that most successful things have a recipe for success. Whether you TMre putting together something in the kitchen, or a cabinet that has three hundred little screws and parts, there is always something left over. I always claim that it TMs the way it was intended. It never fails; it all comes together and seems work out fine.
Your Internet oil extraction machine Strategy is the same way. You have a little of this and a little of that and, as long as you mix it all together, you TMll be just fine. This New Year, I predict there will be some dramatic changes in the way dealerships work with the Internet and the way that consumers find them. The days are gone when dealers had no clue of how to get on the Internet. Consumers are getting smarter, wanting to find more specifics online. They want pictures, detail, financing, and service. Simple information is no longer good enough. Like any good consumer trend, they want more.
This year, make time to look at what you TMre doing with your Internet department and follow the recipe from above.
½ cup of Effort
Look at your online process. Start with how you handle incoming inquiries and look at the past inquiries that you didn TMt sell. Look at your website. Does it need a little remodeling and updating? Make sure your URL is on everything that goes out of your dealership; from license plate frames to business cards to invoices. A little effort can make a big difference in results.
½ cup of Simplicity
Many dealerships make the Internet department way too difficult. You need make it easy for the customer to contact you and make sure you keep in contact with the customer. Sounds simple enough, but you would be amazed how many dealerships lose site of this in their Internet department. Flash and glitz on your website is great and pretty, but make sure you remember that a lot of people in your area might still find you by dial-up. Ask a friend of yours that doesn TMt know the car business or the Internet world and have them mystery shop you for a new and used car. You would be amazed at what they will tell you. (Yeah, you TMll probably have to give them a free oil change or something!)
½ cup of Follow-up
This is the great rule that everyone agrees with but few do well. Get a software package. There are tons of good ones available. It costs money, but it TMs an investment in future sales. We all say that we TMll do it; the truth is it TMs hard to remember to get back with the lead that walked in the door today that said let me know about a specific car in six months.
½ cup of Common Sense
This one gets a little tough for some. Working with customers online, we sometimes tend to think about it too much. Cure the Stupid Mistake Disease by using a dose of common sense. Go through your site piece by piece. Go through your process step by step. Think like a good customer and then think like a not so bright customer. Where would they get hung up at?
Use some oil extraction machine common sense when you TMre trying to find your best advertising results. Find lead providers that have a good close rate for you and get rid of the ones that don TMt. Keeping them for another ninety days may not make a difference. Have a solid presence on the Internet. If someone searches for a vehicle or your name online you have to be there.
½ cup of Dumb Luck
The dumb luck part of the recipe is one that you can add or subtract to at anytime. Please season to taste. Finding good people, good lead providers and good advertising strategies has a certain degree of logic and plain dumb luck. What may work for one dealer may not work for you. Finding solutions that work for your dealership takes time and some experimentation. Some of the craziest ideas come out making you look like a hero.
Good luck to everyone this year and please feel free to send me your recipes in exchange
Todd Swickard, Chief Executive Officer
A veteran of the dot com industry, Todd has seen it all. It has been his personal goal to create a xafsing company that drives results with ROI and accountability. His methodology keeps campaigns within budget producing infinite results and return on investment. Todd TMs true measure of success is in the success of our clients.
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