Do you know what kind of population is in your area?

What is the crime rate where your dealership is located?

What is the percentage of households with college grads?

What areas have a high average household income and what areas have a low average income?

Right now, as you are reading this you are asking yourself “what the point to these questions is”.

Before we go any further, let me start out by saying that this is in no way meant to teach you to prejudge your customers.  Please do not judge a book by its cover.  However, consider using data to help you improve your field intelligence in terms of investing money in your adverting.

I have been spending some time working with a small dealer group over the last two months.  This dealership is located in an interesting part of the state.  On one hand you have a high crime rate area which is also the state capital while other parts of the county have towns with upper class households in some of the most prestigious areas in the country.  While working with the OEM to consider lead quality and quantity we had discovered this interesting website called ZipSkinny.com.  I had a chance to play around with it and compare zip codes.  Based on the brands that this store sells and on the fact that there is a special finance department I was able to pinpoint where I want to put a heavy focus on special finance opportunities and where I wanted to place a heavy focus on customers with great credit who can buy the products that the store is selling.

This site is great for me as a consultant because when I start to build out a plan for every dealership that I consult I like to examine all data and analytics from closing ratios (OEM leads, third party, websites, etc) as well as how many leads come in.  I also examine the quality of the sales staff and management to measure why deals are being missed in the dealership.  A resource like zipskinny.com can help a dealer strategically plan out their spending to either cut or increase their budget strategically.  This will also help to create customized processes for lead management.  A customized book of word tracks, phone scripts, and business practices needs to be created to handle all of the situations that can be encountered in the dealership.  This will upgrade the way your team performs and ultimately increase business opportunities.

Dealers and managers that are looking to learn about these and other similar strategies for managing and evolving their business development operations need to attend my workshop next week at the upcoming Digital Marketing Strategies Conference in Orlando, FL on January 5-7, 2013.   

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Stan Sher Improving Dealership Internet Sales Culture at GNYADA

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Automotive Industry legend, Jim Ziegler returns with his highly successful Internet Battle Plan XII to the Crowne Plaza Ravinia in Atlanta on January 16th-17th, 2013 with a powerful line up of automotive industry experts.

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Stan Sher Reviews Dealer eTraining Auto Response Email at GNYADA (Greater New York Automobile Dealers Association).

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Stan Sher of Dealer eTraining Talks about Auto Response Email at GNYADA

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Stan Sher of Dealer eTraining kicking off the Internet Lead Management workshop at the Greater New York Automobile Dealers Association. This is was a three hour workshop with strategies on how to handle automotive internet sales leads properly. Stan Sher is available to train this workshop for any dealer, dealer group, and dealer association. Contact Stan Sher of Dealer eTraining for more information.

Just the other day I was talking to a dealer that was looking for a new Internet Manager.  This is a small dealership that represents two up and coming franchises and sells about 100 units per month.  They have 2 Internet coordinators and are looking to add a manager.  The previous manager left to go work for a vendor for similar pay and less hours over a month ago.

Here is a dealership that has an internet department that is running with no process and no real idea of how to measure the results that come out of that room.  When discussing how much an Internet Manager should make the dealer says “Well, NADA says that an Internet Manager should make $60-65k per year”.  I looked at them and smiled because at that moment I understood exactly where their thoughts were.  I realized that either they are not properly educated on what to expect and measure or they just really do not care to value people in one of the most important positions in the dealership today.  What was even more interesting was how they expect that internet manager to be a working manager and handle everything from answering leads to also handling marketing and managerial efforts.  By the way, this manager for $65,000 will also work a full manager schedule that includes 3 bell to bell days.  I explained my opinion like this, “For $65k, it is obvious why you have not had anyone talented come on board and have not replaced anyone in over as month”.  I added that “$65k will get you a rookie that needs heavy training and a high level person to run the department is a six figure executive.  You can have 29 cents per pound chicken wings and stay at a standstill or you can invest in a high quality piece of steak and really move the needle.”

We have all heard the saying, “The Internet Manager of Today is the General Sales Manager of Tomorrow”.  The reason why some industry experts say that is because it is true.  Once upon a time an Internet Manager was just a sales consultant that personally sold and delivered cars to internet leads without handling showroom floor traffic.  In some aspects the Internet Manager was a sales manager for a group of Internet Sales Consultants.  While, there are dealerships out there that may still operate that way in 2013 there needs to be recognition for a major shift in the industry for what is going on.

The reality is that sales consultants do not have the proper phone skills to handle internet sales opportunities properly.  The other reality is that sales consultants care about what is in front of them now and not what is coming in.  Some more realities, the internet has become a major part of how dealerships market their business.  Dealerships that have been trying to hide from the internet for so many years now have no choice but to at least dabble in it.  This is because some OEM companies are cracking down hard on the dealerships and relying on them to make the appropriate changes in order to stay compliant.

In most cases, a business development center is the way that Internet leads are being handled with professionally trained phone professionals who focus on making lots of phone calls each day to generate appointments for showroom traffic.  These departments are managed by high powered sales managers that have excellent call center management skills, phone skills, and preferably automotive sales and sales management skills.  It is in my opinion that the best BDC Manager knows how to work a car deal and is at the level of a strong desk manager.  Sadly, I have seen people with no care sales experience hold those positions and I still cannot understand why a dealer would settle for that.  But then again, how many vendor reps come in to dealerships to sell a product and tell the dealer how they should sell cars yet they have never been in the dealer’s shoes ones (Yes, it makes me sick and I take it personal).

The bottom line is that the Internet Manager of 2013 must be prepared to be at the level of a General Sales Manager.  Look at the responsibilities of a General Sales Manager.  They are in charge of managing a large team, advertising budgets (sometimes), and training, mentoring, coaching, closing deals, desking deals, managing the finance department, growing their own skills, and reporting to the dealer with full accountability.  Now, look at the Internet Manager.  Internet Managers need have skills that include mastering internet lead management process, managing the CRM/ILM, managing dealership websites, managing social media and reputation for the dealership, handle vendor relations, work with sales department to ensure sales are being properly made, and report to the dealer.  Do not get me wrong in some operations there is more than one person handling the duties and in some cases third party vendors are in place to eliminate some tasks.  However, these vendors still need to be managed by a competent manager.

In essence these are the same job descriptions as the General Sales Manager.  So why does a GSM does make $150,000 per year and an Internet Manager only makes $65,000 per year?  My friend who is a sales manager said to me the other day, “being an Internet Manager today is so much tougher than being a sales manager between all of the marketing, technology, and then managing people and dealing with politics because you are under appreciated”.  The bottom line is that the Internet Manager should have the respect of a General Sales Manager especially since there is a huge chance that they will one day take over that role.   For the dealers that are reading this, if you plan to be a successful dealership in 2013 and hire an Internet Manager make sure that you test their skill level, knowledge at the very least.  Also, be prepared to pay and treat them as a real executive as that is what they will be to you.

—-About the author: Stan Sher is widely recognized automotive industry expert with regards to sales and marketing.  He is the President of Dealer eTraining.  Learn more about his background here.