Mike

You are more than welcome to shoot me over an email with your contact information. I can absolutely give you a bit of advice!

No sales pitch intended

Jennifer,

How can I get on the Digital Dealer Magazine?

Do you think that SEO / SEM should be highlighted and have 1 expert in the dealership for such a reason? Or do you think 1 person can handle it all with the help of course with a good website vendor?

Tony- Now you are talking!

I am glad you see. We all come togethor and back each other up and most important help others out.

Ok Ok I will take a gander at your site. What is the URL address? I would be more than happy to give you a few pointers if you have not all ready received enough.

Have a great day and sell many cars!

Man I am just messing around. I got it. I will just post positive things for now on. I am not worried about what has been said about me. I just always just read, and "observed" in the past. I suppose when you have so many people backing up each other, I can seem like I am drinking spiked Cool-Aid!

Observer was absolutely right- and I was served. I will hang back, put together less of a rant and explain myself in the near future.

I really do appreciate your comments. And to Observer, you are right about my site, to a point. I will forward this thread to my web provider though...

Honestly, I do not need a blog, I do not need Web 2.0, I do not need to be on MySpace and Facebook, and I "do" need to clean up my site. Regardless, no matter how my peers out there see me right now, my Internet Department in this store is still selling the same as always (1/3 of the sales for this store); Christmas is going to be great! You just have to realize that many of the things you guys blog about has nothing to do with your success! I just went about saying it wrong.

I have no excuses or complaints about my dealer; I don't care if my dealer has zero PPC budget, or SEO. We are killing it, always have, and always will. I just do not understand why people focus on so many things that have NOTHING to do with selling cars on these blogs (there are exceptions for needing these things).

I promise only positive feedback for now on! Again, I will write something up and send it to Jeff.

Oh one more thing.....!

Being on the cover of the Digital Dealer Magazine is a great accomplishment of a dealership in a whole! I applaud & give high fives for the Internet Manager / E Commerce Director etc success for doing that and such a job well done.

"One last stab at Internet Managers- Get over yourself! Being on the cover of Digital Dealer magazine is a JOKE! So stop embarrassing yourself and just put up regular pictures of yourselves. ANYONE can be on the cover of Digital Dealer Magazine"

Anyone?? Why have you not been on there?

Being on the cover (success stories) gives hope to other ISM's, GM's, SM's etc. that they can improve from that magazine & other viable sources.

Just my $0.02

Tony,

I held my breath a bit today reading your comments along with the others. Being on the road was a good thing becuase it helped me think of what I was going to say.

I hope my comments at least mean a little something to you as being a website vendor myself. I have been in your shoes (Internet Director/ Marketing, saleswoman etc). I can speak from the heart and understand your frustration. (I hope others see my comments as valuable information to absorb)...

"Think open minded"

Really, I think we fell of the track on this posting. Maybe from Tony's Kool-Aid he passed around. I am not sure.

Do they come in 6 packs?

It saddens me that many Dealership do not support the Departments ( Internet ) that are considered to be the "Golden Departments" these days.

Finding the right individual and investing in them is a hard task. Tony, I am not sure I would consider you being a valuable SEO/SEM/IT etc etc in my dealership after those fun stabs you threw out there.

All should be considered upper management and have the authorities to make those crucial decisions for the dealership. Oh yeah, let them be part of the weekly meetings too.

Tony, I didn't even go to your site and am glad that I did not. After these comments I am a little afraid to see the pictures. LOL.. No hard feelings... Lets stay positive

From so many pictures of you throughout your site, are you afraid the salesman are going to steal your leads?

Come on guys and gals, "What was this post about again?"......

PS I will fix my site first!

Snyder,
I don't know, someone mentioned your site and I think Jeff's as a comparison to mine, and how bad mine is!

From there it was comedy. I am going to have to put together some of my own thoughts, put through spell check and send them over to Jeff. Maybe an anti Web 2.0 article, or why 3rd part venders are hurting dealerships on the web... I am going to do it!

And to Observer, if you are a third party provider (not a dealer) your opinion means nothing to me.. As far as shattering glass houses, I got a lot more stones to throw, but next time I will do it in a format that will be acceptable. Love, peace, and gosh I am sorry that I got some people upset, Tony

You guys sure are an observant lot!

Mr., Ms., or Mrs. Another Observer... why so emotionally temperature?

OMG And how's could you mispell check? That's really blasphamy from the darkist depthes of hell... alL this gramatial erroring from these thread posts is making me nautiousical here.

No wondered the car businesses sales slumping are happening now right as we spoken!

C'mon Another, just uses Microsofts Word first, then second hits spellcheck, then copied every things and pasted it in to the Comments sectional Areas.

Its really vary simpical.

Piece Out.

Joe B. Observer
"Loosening that atmosphere on boreds every wear on line"

Yes, we spend a lot of time working on grammar and punctuation. I was hired because of my English degree, and I receive a raise each time I dot an i. This isn't simply Web 2.0, it is Web 0.o - get with it!

Tony - thank you for making my day! This has been a hilarious string of comments. I agree with you in that it is good to be well-rounded in this line of work. That is true of anything...experience is king.

On a different note...how did Checkered Flag get so rooted in this conversation?

Thank you for pointing out the mistakes. I did hit spell check but that's about it. It's just a post not a representation of my dealership. Thank you all the same.

By the way, I just consulted my staff of proof readers and they informed me that I mispelled the word "check" in my opening sentence. My apologies...

I agree with "Observer" that Tony Weaver needs to cjeck his ego at the door. I vistited this man's site and there are more pictures of him on there than there are cars! In addition, the picture quality is definitely less than impressive. Who takes 30 pictures of a single vehicle? Do we really need to see what the dash look like with the cup holder "in" AND "out"? Also, the video on the website instructs people on how to get the so called best price. However, any respectable consumer would quickly close the page after being instructed like they were some sort of idiot! "Observer" had it right. The picture placement is inconsistent and did I mention all the pictures of Tony and his other "Mob-Like" looking salesperson? Who would buy a car from either of those guys. They look like the characters from the Sopranos! I'm surprised that with all the pictures of opened car trunks, that there are no bodies in them! I could almost hear the Godfather theme song playing in the background as I researched the site! On the other hand, "Observer" mentioned the need for spell/grammar check on Tony's website. And while I agree with you ("Observer") that Tony's website is in desperate need of an English lesson, you may want to follow your own advice and check your posts for spelling/grammar errors. Don't take this as "bashing", but someone needs to inform you that there is no "g" in the word "and"; that there are 2 "o"s in the word "too" when using it as an adverb meaning 'more than is necessary or useful'; and that a comma does not replace the need for a PERIOD! My gosh, there are more commas in that run-on sentence filled paragraph of yours than there are pictures of Tony Weaver on his website!

Joe B, that is hilarious. Thank you for making me laugh so hard.

Tony, I can appreciate the fact that you are having to operate on a limited budget and I’m sure that based on your spend you are achieving great results. It is unfortunate that the decision maker at your store is not as forward thinking and open minded as you are. I guess the reason I took the time to post is because your comments seemed a bit like throwing stones in a glass house. This is a house that I have worked in for many years and there are many dedicated hard working professionals (like you) that are giving their heart and soul to this industry everyday. Maybe it was the word “stab” that triggered me, nevertheless I am glad that you are willing to admit that there are areas that we can all improve on.

You also bashed the training of one of the better providers in the marketplace. Unless you know different Cars.com does not charge extra for their dealer training and as you will see on this site they provide seminars dedicated to achieving better results on a monthly basis. The rep I know is constantly bringing in articles about best practices throughout the industry.

I try my best to adhere to the philosophy if I can’t speak positive about someone I just observe.

Thanks Joe! LOL. Man, I can't wait to get spellcheck by web 2.0! Then I might be able to increase my sales from 32% to 40% or 50% of my stores total sales. Do you think it will improve my gross profit in the front end?

Thanks everyone!

Yeah, and I am going to make every first display picture of used vehicles on my website to be exactly the same. I am sure that will increase my sells by another 5%!!!

Everyone, check out my site often and watch for improvemnts!

Tony, seriously, from my professional point of view, you could sell another 25-30% a month if you improved the spelling on your website. Checkered Flag has an entire staff of dedicated English Lit. majors combing through every word of their website daily to ensure sales. This is Web 2.0 my friend, and Po Dunk websites apply.

Industry experts are all recommending to shift focus to this one very common problem most dealers miss on their websites. It's proven from spellcheck sales tracking and reporting that customers are truly more interested in proper annunciation, proper english, and grammatical proficiency far more than the selection of your inventory, or the prices on your website. One mispelled word could cost you thousands of dollars in sales.

Don't take my word for it go here: www.DealershipSpellingRater.com

I'll also have an article I'm working on...
"Observe your dealership website sales increase by spellchecking one letter at a time, Web 2.0 enhanced"

Joe B. Observer
"Your friend, observing and spellchecking ur ass 24/7."

Yes, Yes, my site is far from Checkeredflag. I only wish we would invest more. Yes my spelling sucks, yes the site could use improvemnet. But the site is different every month. Anyway thanks for your critisism, I was not trying to be ugly, just some of these posts and articles make me laugh. You can never dare to compare my po dunk site to those other sites and there is zero revenue to invest.

On this side of the fence we invest little, yet sell so many off the web, even with gramatial errors.

Thanks again, and I guess I will go cry myself to sleep!

Oh yeah, I kind of like my pictures.....

Tony,

Based on your post you seem like the type of person that can take constructive criticism or even plain criticism since you are a “car guy” and we all know a pre requisite to that title is to having thick skin.

After reading your post I could not wait to link to your website and see your finished product in action. Much like the anticipation I had the first time I linked to Checkeredflag.com and Wyler.com (something I recommend to anyone reading this post) I’m sure that even you would agree that there is NO comparison. It would take to long to list everything that could improve your site but the few that stood out were the grammar errors, picture placement and the overall inconsistency. Specific examples include “meet our staff” have someone read this and suggest different grammar ang verbiage to make the intro paragraph flow smoother, “pre owned page” is very inconsistent photos are taken from various angles some have video others don’t, I missed the certification graphics, too many different phone numbers to choose from, as I said I could go on and on…the important take away is that you should have an “expert” give you a second opinion…I’m no expert but I will give you some advice…the site is very dated, consider a picture of your massive facility “the world’s largest showroom”, picture of your restaurant, picture of your massive lounge, Do you have a CPO program? (you may not be aware of this but it’s one of the only segments of the industry performing well) redesign your site with better graphics and easier navigation, if you have a tab you should have content on the page (isn’t there any news in VA?)…For someone that uses the phrase “Get Over Yourself!” it seems strange to have soooo may pictures of yourself on your site (3 on the staff page is too many even if you are wearing 3 or more hats)It would be a great idea to visit the above sites and you will see my points come to life.

On another note I do feel, like there is merit to working your way thought the ranks. My background although not important started in 1997 before anyone “got it” and continued with sales, internet sales, back up f/I, closer, secondary f/I, internet manager, primary f/I, sales manger, desk manager, GSM, E-commerce director…IMO a true internet marketing professional should report to the GM and be compensated as well as a GSM. The problem as you know is that this position is viewed as an expense unless you pay based on the # of sales. More often than not maintaining acceptable sales #’s takes away from the time needed for other important tasks. The best compromise I’ve seen is to pay a salary based on experience and a commission based on results. The definition of results would be determined prior to accepting the position. You must also keep in mind DIGL/DISC in every decision that is made as we all know there is NOTHING more important in a car dealership than selling a car…

I also agree that vendor training is not needed for many that truly “get it” in the industry but there are far more that don’t and hearing it from a vendor sometimes can have a positive impact on your GM…think about it they trust them enough to spend 30K a month with them and as this post suggests they won’t take their own peoples advice. Sounds like you may have gotten the senior trainer with Cars.com next time request the one whose mantra is “helping the best get better”

As you read this post remember that you have “thick skin” and don’t view it as someone that is bashing you if you do take the time to consider the suggestions it will ultimately make you stronger. Your post has a lot of great content but let’s be honest are you REALLY doing everything that you say in the intro paragraph. If you are then consult Jeff and Alex and discover how you can make better use of your time. Re-read your post and then visit your site it doesn’t seem like the same person is responsible for both.

Humbled again! Okay, not all people on ddm are weak! After all, Snyder was just on the cover. I actually congradualted him in an e-mail as he did belong on the cover.

Maybe I should just go back and my shell and just keep laughing...

SEO/OEM, Social Networking-blah, blah, blah.

Either you as Internet Managers have what it takes to do all these things or you don't. A good Internet Sales Manager can manage his, or her team, update the site specials, rewrite the SEO content on every page of the site (front and back) at least 2x a month (after the Googlebot visits), manage adwords, take pictures, update vehicles (trim, options, price), make/post videos, Blog, AND SELL CARS/DESK DEALS. That is what makes sense, and works.

You got to deal with reality. I have been watching this industry online for 10 years now. Things do not change quickly. Hell, we are still building websites much like we did 10 years ago. What hold us up the most are the website providers, but that is for a different post. (I am not talking about you Dealer.com, so don't worry!)

The only way to be successful is to take the bull by the horns and go for it! This is a long haul. And either you adapt, bob and weave with the changes, or go crazy trying to change it they way you are currently going about it. It will be years from now before dealers get it the way the author in this post fantasizes, and the last few posts, like Web 2.0.

Work hard, be innovative, stay educated, and do it yourself. If you do not like your pay plan, get a job where you are appreciated!

If you have never been a Closer, then a Finance Manger, then a new car/used car Sales Manager don’t whine and say you should be paid like a GSM! You got to earn it baby. Get the experience, leave your precious Internet Departments and go into finance and work you way up. When you become the Sales Manager, take over the Internet Department and revolutionize your stores!

Making your way through the ranks will take a few years, but that is how we do it in this business. Internet Managers of today are the GM’s/GSM’s of tomorrow, uh, or so I hear…

But cha’ “ain’t gonna be no GM if you ain’t got no experience,” I do not care how well you can get your site to be #1 in Google!

And as a side note, as far as I am concerned Cars.com-they lost me a few years ago with how they are handling dealers, and the trainers are weak and speak only to dealers who are in the Dark Ages, though this guy peaked some interest. Hurry and get the instant messenger out, and a Click to Call feature CARS.COM and ba a service to the dealers again!

One last stab at Internet Managers- Get over yourself! Being on the cover of Digital Dealer magazine is a JOKE! So stop embarrassing yourself and just put up regular pictures of yourselves. ANYONE can be on the cover of Digital Dealer Magazine. Anyone can just email them and they will use you as they are starving for Cover Dealers! Try it, it is easy! Just look who has been on the cover!

...Oh yeh the Pic cracks me up!

Hey Ladies and Gents,

I have to say I enjoyed reading the post and feedback. I am fortunate to be working one on one with multiple dealerships on either SEO, SEM or both. This is a subject that seems to intimidate some dealers and managers and some just don't get the fact that Search Marketing is here to stay, and Optimization is a must, not to mention its vital to have someone knowledgeable in all aspects of how things work with optimization and marketing. These are the cheapest ways to get quality traffic and amplify RIO as well as free up the "sales" managers to focus on their part in the sales process. Sales!

So are dealerships ready for this?
I would say the dealers in the 21st century have already moved in this direction or are already looking to go this route to not only save money but also have access to campaigns 24/7.

Where do you find these people?
I typically get referred by other vendors including other website designers, CRM companies, internet consultants ect.. Simply because I've worked with them in the past, currently or will be for future projects.

Some things to know before outsourcing for SEO, this starts with your website design and the company must have total access to your website in order to offer true optimization. So I would stay away from companies that do not build and market their own websites.
Outsourcing for Marketing can be tricky depending on the company taking over. I've found most dealerships want a company to handle the website and marketing all in one.

That's all for now... Ron

This is too funny! As reading and posting comments to this post yesterday, I got a call from the Internet Director at a dealer group not to far from me. They just taken on an additional store too. ( You will see the results below for he is very pleased )

I have been speaking with the GM of this store on a weekly basis pushing him to realize that this Internet Director cannot do full circle sales and keep up on the marketing, budgeting, advertisements and SEO / SEM that he wants him to do.

Expecially taking on the additional store.

After pushing him to realize that this Internet Director is not just an Internet Director, for he is a Manager, an E Commerce director, Marketing Director etc etc etc and so on.

So the call, He got a set salary and makes a certain percentage off the units sold through out the internet department, he got a staff of 3!! He has all management authorities and oh yeah he does not have to sell no more!!!!

Keeping him happy along with recognition of his efforts will keep him striving further and much more for the dealership! Shoot, he and I helped the dealership save $50k over a 2 year period!

This is way too awesome that my nagging (Well not nagging, but true common sense to get the GM to understand the importance of that position in any dealership was my true success!)

Jennifer,

Can't begin to express how amazed I am being on the other side of the fence now.

I never imagined there were so many with the title of "Internet Sales Director" or "Internet Sales Manager" that lacked basic eCommerce skills like simple email responses, basic processes and/or the ability to even create a new folder in outlook.

I think that some dealers have really been turned off to the point of being gunshy at hiring that "eCommerce Director" that so many of them know they need. Most of them have been told "this guy knows his stuff" or "he'd make a great IT guy" and have suffered through incompetence to the point of just holding pat. (can't tell you how many times I told people I'm NOT the IT guy)

There will come a day when many of the eCommerce types will migrate over into the automotive business. That day will only come when GMs are willing to pay what they would for that GSM or F&I Dir.