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1. Your own computer(s) with the proper software and the right number of people working it. Do not expect to share a computer with another department or person. If you are seriously using the Net, it is a full time job. You must also have access to the computer anytime you need it. If you have an Internet Department, everyone must have access with their own email addresses. We have found that in very busy Dealerships (web traffic and leads) that the more reps they have following up and working the hundreds, in some cases thousands of leads coming in each month, the more cars they sell. Many Dealers are not doing as well online because they have one or two people trying to do the follow up and sales work of 5 or 6. One person can only handle so much. 2. Software you must have. (This assumes that you already have an Internet Service Provider (ISP) and Windows installed on the computer) 1. A good Email program with the ability to receive and send email. 2. A web browser for surfing the web. 3. You should also have a lead tracking and followup database. 3. Digital Camera. If you want to sell more cars online you need to email actual photos. Do not send canned responses with come on in, or call me pitches, and expect to do well online. Remember people online are in control of the buying process and if you expect them to do business with you, give them a reason. A good digital camera is about $600 bucks and they are simple to use. Successful Internet Sales Professional send both new and used photos to shoppers. Let them know what photos you sent because some online shoppers will not open a photo if they do not know who it came from. If you stand out above the rest online you will bring in more buyers. Click here for more info about getting a Digital Camera. 4. Your own direct phone line and department. This should be in all your classified ads and your web sites. Remember, when someone calls your main phone number about vehicles they see online they will probably be transferred to Sales and you will never deal with them. Streamline Internet shoppers to you or everyone else will benefit from your hard work. 5. Cooperation and endorsement of Management. This is one of the biggest obstacles to overcome. Unfortunately there are many managers that absolutely hate the Internet and will do everything in their power to keep it down. To have a successful web program you cannot have people undermining you. 6. A Budget. Too many Dealerships are putting very little money into their Internet departments. You must have a web site that gets good daily traffic, use several car buying services, and put your new and used inventory online with actual photos in different Classifieds. Inventory online with photos and prices brings in buyers. You must keep your inventory updated because people will not come in if the car is sold. If you do not use any online services, or have a good interactive web site, you will be sitting on the other side of a blank screen and will not sell very many cars using the Internet. 7. Digital pager. These are great for receiving emails and leads as they come in. No matter where you are, as shoppers email you it will come to your pager and you can even follow-up immediately. If you are the only person at your dealership doing the Internet, it is a must! 8. The willingness to learn. Do not try to wing it. Get the proper training on both Internet sales and email programs. Learn how to use your computer and it will become a powerful sales tool. There are many other tools that will help you use the Internet to sell cars. The ones we listed above are the most important. |
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