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Adapting to the Internet Customer

The changes can make some uneasy

It�s a new world. Recent studies suggest that 85% of customers have shopped or researched on line before arriving at your showroom. Like it or not, the way customers buy cars is changing more and more every day and you had better adapt quickly if you�re going to keep up. Here are a few of the best practices you should implement:

Invest in a decent computer and high speed connectivity � With prices the way they are today, there�s really no excuse for not having a high speed computer.
Develop a high quality web page with real time inventory and direct contact to salespeople � Forget the balloons and window dressing, invest your money in your true store front. Remember, you only have 30 seconds to make a great first impression.
Implement an Internet process that prioritizes e-leads � Too often the Internet salesperson is snubbed by the rest of the team. Consider integrating a process that involves the entire team with the internet shopper.
Train your salespeople in how to respond to inquiries using honest and up front information � The research is clear: Internet shoppers avoid buying from dealers who refuse to provide them with the information they request on line. Don�t hide the price, features or details about financing if a customer requests it.
Implement a question during the greeting that shows you understand the Internet Shopper: 'Have you had the chance to do some research on-line before coming down to see us?'
Don�t forget the Service Department � customers love to set up appointments, view service histories and connect with Service on-line.

There are a number of companies available to help you set up your internet department, web site and training. Whether you choose Auto University or some other training provider, you need to make the transition to becoming an Internet savvy dealership.