In other words, on our digital lot! Our online efforts present us and our products, and then our
shoppers consider them AND us online, and, by far, most of them then just come on in to the dealership.
To get that floor sales traffic to come in to our dealerships, however, we have to be chosen, really selected from all the dealerships the shoppers look at online ahead of their physical visit to purchase: And so we must be clear and compelling online, from our merchandising, to our
pricing, to our service drive, to our reputation. We don’t make
more car sales for the country--we make more car sales for our dealerships. We fight for the size of our piece of the car sales pie. Always.
And, in shopping that pie, today’s customers visit an average of only 1.3
dealership lots before buying. That’s
down from over 4 just six years ago.
What the “1.3” effect means is that, to a mathematical certainty, the fight with other dealers over bebacks is over. If they come back
to us, it’s because they have considered us online, and we matched their expectations on the first visit, and the customer then WANTS to come back to you. And so the sale is, more than ever in automotive
history, ours to lose. And too often we lose it online by generating a "No" from the shopper without even knowing they considered us! In fact, our online presence can too often be worse for sales than our worst floor salesperson. Than our worst green pea, in fact. Ever.
So, how do make sure we convert our online traffic to sales floor traffic? And how do we convert the 22% that DO contact us with an Internet lead? And how do we use things like mobile, reputation, social media, and chat in that conversion--and, more importantly, new and powerful things like the up-and-coming Sales-Driving Gorilla, Big Data? And what about the very critical dealership processes to convert this dealership traffic to sales on the sales floor? That's yet another "how" of the many mentioned here.
And The Digital Lot™ is all that "how". I've been learning, helping dealers, and writing about this situation for many years now, and, to dealers and to my peers in automotive retail, this is my compilation--dedicated to you!--of all that I have learned and know about successfully running...
So, how do make sure we convert our online traffic to sales floor traffic? And how do we convert the 22% that DO contact us with an Internet lead? And how do we use things like mobile, reputation, social media, and chat in that conversion--and, more importantly, new and powerful things like the up-and-coming Sales-Driving Gorilla, Big Data? And what about the very critical dealership processes to convert this dealership traffic to sales on the sales floor? That's yet another "how" of the many mentioned here.
And The Digital Lot™ is all that "how". I've been learning, helping dealers, and writing about this situation for many years now, and, to dealers and to my peers in automotive retail, this is my compilation--dedicated to you!--of all that I have learned and know about successfully running...
Coming in print and eBook in November 2012. Sign up to get it! Fill in the Contact Form Here or email me at keithshetterly@gmail.com to reserve your copy.
Keith Shetterly
Houston, Texas
October, 2012
www.TheDigitalLot.com
keithshetterly@gmail.com
www.keithshetterly.com
Copyright 2012
Houston, Texas
October, 2012
www.TheDigitalLot.com
keithshetterly@gmail.com
www.keithshetterly.com
Copyright 2012
All Rights Reserved