From Search to Sale

The Internet car buyer is an elusive animal. Trying to hunt them down for the kill is not to be taken lightly. Dealers across the country continuously ask me what other dealers are doing to improve their closing ratios and CSI. I am constantly working to bring more traffic to their sites but as the old saying goes - "you can lead a horse to water, but you can't make it drink". I have compiled some things that definitely make the horse thirsty and can provide a continuous water supply, but a little help from the dealer is still needed. This month we'll work to circle through the cycle of the Internet car buyer with an effective CRM process so that you can reach and keep improved CSI scores.

The first thing that is important overall is consistency in both the messaging and the response to the consumer. We have found that once we drove more traffic to the dealer's website that the phone calls began to outnumber the electronic responses almost three to one. Not only is it imperative that you have a way to track the calls coming from your website for the actual lead, you need to track the call for advertising ROI as well. That monthly SEO or website bill yields more in ROI than your newspaper or radio ad, but you'd have to track it to know it. If you can integrate the incoming calls into your CRM system - do it. You will be amazed how effective you can be once you merge your calls and emails.

Remember, people still like to use the phone. The primary goal of an effective website is to make the phone ring at your dealership. Search engines are starting to replace the yellow pages for basic information gathering. Sixty-nine percent of people who read the paper still go online for local information. When someone finds something online, it doesn't necessarily mean that they want to wait for a response. They will pick up the phone and ask their question. Your Internet department needs to have honed phone skills to handle the questions. But even before they get to the Internet department, call your dealership and ask the receptionist for the dealership's web site address or a manager's email address. Do they know it? The majority of the time they don't. Make sure they do! Again, consistency counts.

The next thing that we found is that not all websites are the same. Some definitely convert visitors into contacts better than others. The information that we gather is really pretty simple, but sometimes we lose sight of it. Having an effective search engine strategy to bring them to your site is only as good as the site is in converting the visitor into a contact. The sites that ring the bell have easy access on the first/home page of the site to the following: new/used inventory, contact form, and finance application. These have to be easy to get to to. They should never be more than one click away. If they can start filling out the form on the first page it makes it even stronger.

The dealers that are converting their site traffic to leads and their leads to sales all have something in common. They follow-up and track every one of them. They use either a very good process or a CRM product to make sure that even if the buyer isn't doing anything for the next thirty days that they aren't forgotten; hopefully they incorporate both. Are you sending them emails on a regular basis? Emails are cheap and you want to stay in front of them until they buy. The only difference between your Internet car buyer and your showroom buyer is the method they first chose to contact you. Use the same method, email, unless you've received their permission to call them on the phone.

Now that the buying cycle is well-developed and you've determined if this customer is going to buy or die, your CRM process and/or technology should be leading the way. A buying customer should generate one set of follow-up rules while a non-buying customer should generate a second set of follow-up rules. Consistently following up with your customer, in the manner in which they requested (email or phone), will work to your benefit when it comes to those wonderful CSI questionnaires.

With a finely tuned CRM process, you'll yield high CSI scores. And with high CSI scores, you'll get more repeat/referral business. Make sure you have a good water source, and someone to mind the trough, and the horses will keep coming every time.

Todd Swickard, Chief Executive Officer

Todd Swickard founded Auto Supplier Marketing, LLC in February 2002. Drawing on his vast experience from Compaq, AutoTrader.com, and Dealer.com, he was able to compile a multi-media company that targets niche markets across the country. In less then 6 months a site was launched and over 200 dealers from across the country had been formed into a network. All this with very little venture capital invested.

A veteran of the dot com industry, Todd has seen it all. It has been his personal goal to create a marketing company that drives results with ROI and accountability. His methodology keeps campaigns within budget producing infinite results and return on investment. Todd's true measure of success is in the success of our clients.

Ancona limousine airport .. Lockport Chicago limo O’Hare
In The News:

Health insurance giant Blue Shield of California confirmed it had been sharing private health data of 4.7 million users with Google for three years without even realizing it.
Delta and JetZero’s blended wing body aircraft marks a meaningful step toward a cleaner, quieter and more efficient future for air travel.
Recent reports show many common passwords can be cracked in literally seconds. Kurt the CyberGuy explains how to strengthen your passwords.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Iron, a robot that stands 5 feet, 8 inches tall and weighs 154 pounds, combines advanced artificial intelligence with human-like movement and exceptional vision.
Hertz, the rental car giant, recently confirmed that customer information was exposed through a cyberattack on one of its software vendors.
There are a number of features with AirPods you may or may not know about to take your listening experience to the next level. Kurt the CyberGuy explains.
These 35 Chrome extensions have privacy and security concerns. Tech expert Kurt “CyberGuy" Knutsson says to delete them now.
Tech expert Kurt “CyberGuy" Knutsson says 329,000 mph fusion rocket promises to be fast, disruptive and enable deep-space missions.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Tech expert Kurt “CyberGuy" Knutsson says a new autonomous AI is a game changer that also raises privacy risks. Is your data safe?
Tech expert Kurt “CyberGuy" Knutsson says robots and drones are revolutionizing fruit farming with faster picking and smarter handling.
Landmark Admin revises May 2024 cyberattack scope to show twice as many people were affected. Kurt “CyberGuy" Knutsson gives tips to help stay safe from an insurance data breach.
Tech expert Kurt “CyberGuy" Knutsson talks about how Yamaha’s hydrogen outboard motor could revolutionize boating with zero emissions.
Tech expert Kurt “CyberGuy" Knutsson reveals how to memorialize or remove a deceased loved one’s Facebook account and protect their digital legacy from misuse or scams.
Tech expert Kurt “CyberGuy" Knutsson says an Apple Watch saved psychiatrist Amanda Faulkner by detecting deadly leukemia early.
Scammers and fraudsters are increasingly targeting the most vulnerable, especially nursing homes and the personal data of their residents. Kurt the CyberGuy has safety tips.
Infected USB flash drives can spread malware among multiple organizations in ways that can easily bypass traditional security systems.
With a fully automated warehouse system and AI-powered robots, Ocado's Hive picks, packs and delivers grocery store orders in just a few minutes.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Recycling robots are using artificial intelligence to learn how to sort recyclables by recognizing patterns in colors, textures, shapes and logos.
The Reachy 2 robot is designed to be friendly and approachable, inviting natural interaction and is perfect for research, education and experimenting with embodied AI.
Kurt "CyberGuy" Knutsson shares several easy ways to keep your credit cards safe from digital thieves while you're traveling this summer.
Arcturus sets up cameras around the edges of baseball stadiums to capture real-time action and generate a 3D digital clone of the game.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Link Trades That Waste Your Time

Never has competition been so difficult in the Internet world.... Read More

Websites for Writers ? Why You Need One and How to Get Started Today

It may seem like the publishing industry's equivalent of Beanie... Read More

Get a Website!, Register Your Domain!: To Website or Not to Website?

If you're fairly new to the Internet scene, you may... Read More

Successful Web Development: 10 Key Elements

There are many elements that are key to successful web... Read More

Beautiful Web Sites Seldom Make More Sales

Designing an E-commerce Web site is not as simple as... Read More

Are You Losing Sales Because of These 4 Simple Website Mistakes?

Losing website sales and traffic is sometimes simply a case... Read More

Easy Steps To Website Development and Promotion

One of the most important parts of establishing a new... Read More

How To Get Profits From Your 404 Page Not Found File

"'Page Not Found' on this Server. Check the URL and... Read More

Do Dancers Need A Website?

Dance is how you pamper your soul and satiate your... Read More

How Improving Your Sites Usability Can Increase Your Buyers by 40% and Boost Each Order By 10%!

With all of the factors involved in designing and building... Read More

5 Tips To Supercharge Your Website Sales Copy

The art of turning website visitors into paying customers depends... Read More

Server Side Includes (SSI) with ASP

Server Side Includes (SSI) with ASP People often... Read More

Autoresponders Make You Look Like A Pro

People like to get immediate responses to requests. Autoresponders are... Read More

Do Authors Need a Website?

"I am a writer, not a business-person. I don't want... Read More

Warning: The Truth About Having a Web Site!

If you don't have a web site yet, are thinking... Read More

7 Killer Ways To Increase Your Online Sales

Every online entrepreneur I talk to is asking the same... Read More

Three Things Every Website Should Do

When I started my company in 2002, I knew I... Read More

Developing State-enabled Applications With PHP

Installment 1Developing State-enabled Applications With PHPWhen a user is browsing... Read More

The 2 Most Common Web Site Mistakes

When we review the sites of potential clients, there are... Read More

Getting a Web Site Can Be Fast, Easy, and Inexpensive When You Know Your Options

So what do you do if need to get a... Read More

Direct Sales and Your Corporate Website - A Creative Marketing Plan that Works!

Creatively marketing your corporate site takes time in the set... Read More

Ten Quick Tests To Check Your Website For Accessibility

The Disability Discrimination Act says that websites must be made... Read More

Flash Deadly Sins (That Can Kill Your Web Business)

Looks like every client wants a Flash site these days... Read More

Achieving Differentiation With Your Website

Internet Marketing is not a miracle marketing strategy ? competition... Read More

Why Is No-one Buying From My Website?

Are you, like many other website owners, frustrated at the... Read More

Buffalo Grove cheapest limo ..