Promoting Your “Presence”
Once you’ve started establishing an Internet presence, you need to promote it consistently. The perfect Internet dealership has their website address in all of their advertising and encourages people to use it by telling them why. Every business card has the dealership website address, and an email address. “Hurl the URL!”
Your “Affiliations” and Outside Lead Generators
If you changed your phone number, would you make sure that the new number was listed in the phone book? The same thing applies to Internet listings that your dealership has. There are many, many sources of free or low cost directory listings that can refer customers to your dealerships website, or provide email links to contact your dealership. When we install a new client we find that the information contained in these listings is inaccurate over half of the time. Just because it’s free or cheap is no reason to ignore it. At AIT our rule is simple: “Every customer contact opportunity is sacred and must be serviced at any cost.” It’s just too hard to get your name in front of a customer to let it slip through your finger tips.
AIT will maintain your listings, but it is imperative that you notify us of any changes in your personnel, dealership information or email addresses, and that you talk to us about any new listings that you are considering.
The perfect Internet dealership makes a constant effort to drive customers to their professional website by using Internet directories, constantly promoting your unique URL in all of your advertising, and constant promotion by all of your staff. They will maintain the accuracy of all of their listings including their personnel links. They will rely on their continuously updated manufacturer’s lead generation and linking opportunities. They will utilize outside, independent “pay per lead” lead generators to supplement their Internet opportunities as necessary to maintain an acceptable level of leads per Salesperson.
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