So Now You're an Internet Sales Manager
Veterans Share Strategies for Delivering Online Results
With
dealers increasingly relying on internet business to drive their
stores' success, the pressure is on internet sales managers (ISM) to
deliver results. In this environment, new ISMs find they must hit the
ground running to put effective processes in place and earn credibility
with both the management team and their colleagues on the floor.
First Things First: Process
“The very first thing they should do is come up with a process that they feel good about and stick to it,” Johnson said. “You're just starting out, so you've got to know what works for you.”
This process should establish procedures and timelines for every aspect of an internet inquiry, from the initial response to email and telephone follow-up for the next 30, 60 and 90 days and, if the prospect hasn’t purchased, using automated systems (e.g., email and enewsletters) to stay in touch. Beyond the vehicle itself, each message to the shopper should sell the value of buying from your store and encourage the customer to contact you for more information.
Persistence Pays: Follow Up Until They Buy or Die