Looking for advice

[run13]

I have just taken over as the Internet Sales Manager for a Buick-Pontiac-GMC store in Gainesville, FL. I am new to the internet, however I’m a pretty fast learner. I have been in auto sales and/or management for 6 years. Is there any advice you could give me regarding what to do as a start-up Internet Manager as far as what to look for and what to suggest to upper management as far as traffic to our site and advertising? We are in a small market and right now do only about 70 cars per month. This store used to do close to 200. I would love to find a way to bring our share of the marketplace back.

 

[Jerry Thibeau]

I'd start by consuming the elephant one bite at a time. There are a lot of great threads here that would help any Internet Manager.

What tools, products and services are you currently using? Post a link to your website and ask for some honest feedback from the community.

 

[joe.pistell]

Run,

The fall from 200 to 70 can be hard to handle on. Usually its not a few issues, its a lot of issues that cause it to fall that far. When your think of causes for the fall, they need to be classified 1st. They are problems....

INSIDE YOUR WALLS
OUTSIDE YOUR WALLS

Forget the 200 units of old. Florida has been hit extra hard with this "once in a generation recession". The 200 units a month is a BAD reference of measure for you. Avoid it all all costs and if it comes up in managers meetings, slap everyone in the room and remind them all that 70units a month is the "new normal" and you need to build from there.

SUMMARY:
We're in a gigantic recession and you have no control over whats going on 'outside your walls' be sure everyone around you dampens their expectations of your results.

 

[Alex Snyder]

Jerry and Joe are dead on. You definitely can't jump in with all guns blazing - you've got to get the bullets loaded first. And Joe is absolutely right about this new reality we're all facing in volume.

Can you post a link to your website and explain what has been done for eCommerce at your dealership in the past?

 

[run13]

Here is a link to our site: Wade Raulerson Pontiac Buick GMC, New Buick, GMC, and Pontiac dealership in Gainesville, FL 32609

We currently use Auto Trader and have third party leads from GM. We are using Cars.com until the end of the month. Again, Im new to this so Im just learning the different sites. We use dealer.com to filter in our leads. I really want to focus on getting more leads that come from our current inventory, but I just seem to get mostly third party leads on new vehicles. I certainly do not mind those leads, but Im finding many of them are not serious or "right now" buyers. Any other advice you guys would be great. I really appreciate the time you guys take to help others. Im glad I found this site.

 

[CAORYAN]

My check list:
1) Find out who all your vendors are for internet
2) Check performance to date and compare over the next 90 days while you are there (Just because something wasn't performing doesn't mean it isn't good.
3) Call your reps of these vendors and introduce yourself. Tell them you would like to be trained on the product and that you will be reviewing the account over the next 90 days to see how they perform. If they are any good they will jump through hoops to make sure you are successful with their product.
4) Figure out how much you are paying for your vendors and contract terms (Have the rep bring this to you when they train you)
5) Network on here and build relationships with the people who know what they are talking about.
6) I agree with Joe. Your problem is within the organization. Maybe it is gone already but whatever it is don't concentrate on the problem. Set your goals to be reachable for next month. Pull a report and see what they did last December and go from there. Keep reports on sales you have produced in case it comes up in a meeting.
7) Do searches for your dealership and find out what is out there (Bad reviews, scam reports, good reviews, etc...) Maybe someone is buying your dealer name in a ppc campaign.
8) confirm all numbers are right on website and in google local.
9) Go through your website and confirm all information is up to date.
10) Go through the CRM and see if there are any resources you can use (Email Newsletter, Blast Email Update, Current Client List, etc...) Send the sold clients a letter introducing yourself and explain that you are there to assist them and their friends and family. Send out an email to the current prospects and introduce yourself and let them know you are new and you do things differently and will be offering a special....explain the special you can give. Ask them why they didn't buy before from your dealership. Feedback may help you determine why the dealership isn't doing so well. Lack of follow up is normally the answer. "No one called or emailed me back". Thats my experience.
11) Maybe a little early but I would also pay someone else to do a ppc campaign for me. Joe knows someone he can recommend.

Thats my top 11 starter kit off the top of my head. Good luck!

 

[Brent Palen]

Too much Ryan!

KISS (Keep It Simple Sir)

Take care of your website FIRST. Make it look clean and proffessional with good "Calls to Action" Get in a good routine for getting good quality pictures up quickly along with comments that build value.

Develop a process for consistently contacting your leads. Once you you have figured out a way to close the leads you are getting THEN figure out how to get more traffic. That's when you will clog your brain with SEO, SEM, and all the other lingo.

Go to the next Digital Dealer Conference. I learned a ton from there when I first started (probably too much). Plus by the time that roles around you will be closing 20% and ready to talk to some more vendors.

There are a lot of Guru's on this site and a lot of good information so keep checking back.