Your Commitment
There is no “magic pill” that will instantly create a successful Internet presence for your dealership. If you aspire to Internet greatness, if you want to go to the left side on your twenty-group reports, if you want your dealership on top of the “Ward’s E-Dealer” list next year, you need to be totally committed to the challenge. It can be done; it’s being done by dealers all across the United States, and the world.
So you’ve never sold any cars to Internet shoppers before. You make the decision to go after this business and commit to doing all the things you need to do to work with these customers. You sell a few your first month, a few more the next month, and a few more the month after that. You even get a couple of comments from customers about your new “online” service appointment process. Then your Internet Salesperson quits, or you have one bad month, or you read something in Automotive News about “tough times ahead” (when aren’t the times tough in this business?) and you give up. Huge mistake, made way too often.
The perfect Internet dealership understands that building an industry leading Internet presence is an ongoing process. They move forward consistently over a period of months, not weeks. They understand that one of the most significant differences found in Internet shoppers is their long term shopping cycle. They stay the course and reap all the benefits of sticking with these customers, as they deliver them, and their friends and families, and their friends and families, and their friends and families.
