Before we move into the Training Manual, here are some hard facts about effectively selling cars online. Note: The following information is not meant to offend anyone, it is just facing facts about the New emerging Internet car buying process and how it is drastically different then the traditional way of selling cars. The sales reps that are effectively handling these shoppers are selling cars!! When you hear the so called "Experts" saying that the Internet is going to replace Car Dealers, they are dead wrong! Many Car Dealers are already transitioning their sales efforts to meet the Internet shopper's needs. Sure, there will be some Dealers that will ignore the Internet and suffer the consequences. But, as long as there are Dealers willing to use the Internet as a sales tool they will do fine. As hard as may be for some to admit, using the Internet as a sales tool to sell cars is the absolute future for all Car Dealers. The information age has leveled the playing field for car buyers, and many are quick to take advantage. Like it or not, you must make the move soon. Most Traditional Sales techniques DO NOT work on Internet shoppers! If you are a Sales rep or Internet Manager taking on this challenge, this is a great career move. Skilled Internet reps at Car Dealership's are in great demand and you will have job security as we move further into the information age. Creating a Web presence is easy, but it is estimated that only 20% of online dealers are using the Net properly. So there are many dealers that are already online dropping the ball and losing sales. A recent study by JD Power predicts that 80% of car owners will use the Internet to buy cars by the year 2005. In fact, 60% of car owners are already using it to influence their car buying decision. Why most Traditional sales techniques will not work on Internet shoppers! Treating the online shopper in the traditional sales way is futile. It may work on some people but the numbers are against you. This is the main reason 80% of the dealers online are not using the internet effectively. Control of the Buying Process Sales reps on the floor have always been trained to stay in control of the entire sales process, from the "meet and greet" to "financing". The Internet shopper is in control and wants to remain in control. It is their ability to get tons of information online, and the ease of shopping from their computer that puts them in control. They are not going to come to your dealership unless you give them a reason to. If you do not personalize your email responses and answer their questions directly, they will not do business with you. Keep in mind that online shoppers want prices and direct answers, not canned email responses. If you do not give prices to online shoppers you will receive very few responses. You must give competitive price quotes keeping in mind they have access to Blue book values and your invoice prices. Simple "come on in" or "call me" responses will bring a few people in, and the majority of online shoppers will end up doing business with one of the 20% of Dealers online doing it right. Remember one important thing, online shoppers want a price, not a pitch, and they will travel to buy from you if given a good reason!!!! Creation of an Internet Department or making it a full time job for someone at the Dealership If you are doing the follow up and monitoring of leads on a part time basis, you will not do well online. I realize that some Dealerships are not yet ready to make that move, but if the Internet is not your number one responsibility, how can you possibly respond and monitor all the leads that you receive on a daily basis. All leads and responses must be made quickly and the same day you receive them. If you think it is effective to just answer all your leads with a canned response you are wrong. You must master and use email as your primary source of communication The number one reason people go online is not to surf the web, it is to retrieve and send email messages. If you are one of those sales reps or maybe your boss thinks that email only leads are not serious buyers, YOU ARE DEAD WRONG! In fact, the successful online reps will tell you flat out, that they are the best leads. If you do not take email seriously you should not be on the Internet. If you use email properly you will hear from many shoppers and they will be more than happy to give you their phone number once you have taken care of their needs. Become an Internet Sales Professional and you will control your own destiny. If you are a traditional car salesperson and plan on bringing traditional techniques to the online shopper, forget about it. The Internet is attracting non car sales people that are not bogged down by the traditional way of selling. Stay on the floor where your techniques will be most effective or be prepared to change your way of handling prospects. Common mistakes: 1. Cherry picking leads and only responding to phone numbers. If you learn how to use email and make it your primary means of communicating with online shoppers you will find that the more serious shoppers prefer email. The average online shopper may fill out as many as 5 or 6 forms and will not want 10 phone calls so they will rely on email to weed out prospective dealers. 2. Canned responses and form letters. You must personalize all return emails. The number one reason we hear from sales reps is that they do not have time to answer every lead. This means that the Internet is not a priority. If you are doing the Net part time you cannot expect good results. Answer questions and be prepared to give prices. Traditional sales pitches like come on down and see me do not work. Using those techniques will result in much lower lead to close ratios. If you take the time (or hire someone) to answer each lead you will see immediate results! Be creative, email them photos! 3. Time kills. If you are the Internet rep you must be online most of the time you are at work. Respond to requests as soon as you receive them and keep everything under 24 hours. Dealers closed on Sundays must try to relay leads to your reps, because shoppers in your State shop on Sundays now. 4. You must continue to learn and understand the changing sales environment, because it is the future. You must be organized (or hire an Asst. that is!) and a tenacious follow up person. You must keep a database to organize your leads and sales. The Internet when used properly is the most effective sales tool at your dealership. Learn, adapt and enjoy! Be one of those 20% selling effectively online. Good Luck with your career as an Internet Sales Professional! Click here to return to Training Homepage All information is copyrighted ©1996-2005 by AutoNetUSA Inc Any reproduction or distribution of this material without permission  from AutoNetUSA IncC is strictly prohibited.