Making Your Web Site Work
Technology has made shopping online a new national pastime. The numbers consistently show that as much as 80% of all walk-in traffic now surf the web for vehicle information before setting foot on the lot!
Today’s customers want to be informed and are willing to spend the time it takes to gain that knowledge before the negotiations begin. Some shop for inventory, others look for options, and still others shop to verify information they obtained elsewhere. On average, customers look at 4 to 6 different web sites before deciding to inquire about price.
Dealerships need to learn how to cultivate Internet relationships with their on-line prospects. When customers utilize the web, they expect the first contact to be made on line. 82% of web surfers specify the Internet as their preferred form of communication.
Web management programs now abound, and they are a sound investment for the dealership that wants to succeed with Internet sales. These programs utilize automatic responders and intelligent, wireless Personal Digital Assistants (PDA’s). With this technology, dealerships can forward a web site inquiry to the sales consultant’s PDA and send an automatic response (e-mail letter) to the prospect at the same time.
Customers rarely go from asking, “What is your Internet price? to, “I’ll be right there.” They want to know what makes your dealership different from the one down the street or across town. They want to know about service after the sale and how you can enhance their driving experience. They also want to do business with a dealership that has an easy sales process. People will spend more to save time.
Evaluate your web site as a potential customer would. Is it easy to navigate? Does it introduce the personnel who help the customer purchase a vehicle? Does the site highlight what sets you apart from other dealerships in the area? Does it invite the customer to make an inquiry?
When it comes to the Web, we often forget that we are meeting these potential customers for the very first time. And just as in English class, good grammar counts. Your writing ability is your first contact with the customer, and you will not have a second chance to make a terrific first impression.
Monitor which of your automatic response letters generate the most replies. Personalize the auto responders whenever possible. Get second opinions on the quality of the letters. And keep fine-tuning the process until you achieve the desired results.
Contact us about our Web to the $ale training. It is new, it is exciting, and it helps you make your web site work!
Dealer Marketing Magazine, December ’03, p. 20