Critical Dealership Website Best Practices: The Online Sales Process
22
Critical Dealership Website Best Practices: The Online Sales Process Brad Hampton Internet Marketing Manager KPA Internet Marketing
-
Upload
kpadealerwebinars -
Category
Business
-
view
93 -
download
0
description
Give your website shopper everything they need so they choose you when they decide to pull the trigger. As shoppers continue to use the internet as their primary source for research and buying, it is imperative that dealerships emulate the dealership “on-lot” buying experience with their “on-line” buying experience. By taking best practices from online sites that perform very well, and adapting those techniques to your sales process, you can increase the conversion of your online shoppers. In this webinar, Brad will share the best practices for matching your meet and greet, needs assessment, product presentation, test drive, trade evaluation, negotiation, and delivery to your website. Give your website shopper everything they need so they choose you when they decide to pull the trigger.
Transcript of Critical Dealership Website Best Practices: The Online Sales Process
Critical Dealership Website Best Practices:
The Online Sales Process
Brad Hampton
Internet Marketing Manager
KPA Internet Marketing
Speaker
Brad Hampton
Marketing Manager
KPA
Previous:
Digital Marketing Manager
7 Dealerships
CRM, Websites, Lead
Providers, Sales Training
If you have questions during
the presentation, please
submit them using the
“Questions” feature
Questions will be answered
at the end of the webinar
QUESTIONS Questions
Critical Dealerships Website Best Practices:
The Online Sales Process
Brad Hampton
Internet Marketing Manager
KPA Internet Marketing
The Sales Process
1. Meet and Greet
2. Needs Assessment
3. Product Presentation
4. Demo
5. Trade Evaluation
6. Negotiation
7. Delivery
Your Online Meet And Greet
Buyers spend an average of 11.5 hours online
before they visit your lot. Is your site up to the
challenge?
What is your Meet and Greet Process
Online?
Your Online Meet And Greet
• List awards and
accomplishments on your home
page.
• Clearly identify and differentiate
your brand.
• Featured vehicles is your front
line.
• Use up-to date staff pictures
with biographies and contact
information.
Your Online Needs Assessment
Customers attempt to complete a personal needs
assessment before going to your dealership.
Are you helping the shopper find the
car that is right for them?
Your Online Needs Assessment
• Name a tab “research” on your home page.
• Provide a payment calculator
• Realistic rates and down payments
• Landing pages for different buyers.
• Climate, Vehicle Type, Sports
• Include a fueleconomy.gov savings calculator.
• Financing vs. Leasing
• F&I Products
Your Online Product Presentation
If you are not providing the information that your
customer is looking for, they will go elsewhere for
information.
Are you providing all the product
information you can on your website?
Your Online Product Presentation
• Publish new vehicle pictures of your inventory.
• Pictures of GREAT new features! • USB Charging Bank
• List your vehicles in order of the vehicle walk around.
• Explain the different between new vehicle trim models on the listing pages.
The Product Presentation
is arguably the most
important part of the
sales process, and it is
the one we ignore the
most online.
Your Online Test Drive
Your sales process on the lot includes letting every
customer test drive ANY vehicle they want. Can you
customer do the same thing online?
Do you provide an adequate online test
drive?
Your Online Test Drive
• Human voice videos for all of your vehicles.
• Video reviews of new models.
• Provide a vehicle configurator for customers to view
colors and options.
• Use dash-facing interior driver photos.
The more you replicate
the emotional buying
process online, the
higher chance you have
to convert a shopper into
a buyer.
Your Online Trade Evaluation
One of the biggest profit centers in a dealership is
the used car department.
What are you doing to increase your
online trade evaluation?
Your Online Trade Evaluation
• Embed a trade-in value tool on your website.
• Explain the benefits of trading in at the dealership vs selling private party.
• Offer to purchase a customer’s vehicle, hassle free.
• Add a trade evaluation option during service appointments.
Your Online Negotiation
Customers still enjoy negotiating the price of their
car and expect to negotiate when they come to your
lot.
Do you provide options to negotiate
online?
Your Online Negotiation
• List vehicles at MSRP.
• Implement “make an offer”
buttons.
• Create a page to the benefits
of putting down cash when
purchasing a vehicle.
• Show your transparency for
how the vehicle buying
process will be.
Your Online Delivery
When a customer enjoys the delivery process, they
are more likely to visit you in service and purchase
their subsequent vehicles from you.
What are you doing on your website to
promote happy vehicle ownership?
Your Online Delivery
• Link to the “Owner’s page on your OEM’s website.
• Include a page showing where the customer can make a payment or contact the finance department.
• Actively advertise and promote new owner clinics.
• Supply videos for how to operate each car’s electronics.
• Devote a page to recommending service intervals and maintenance schedules.
• Get them to LIKE YOUR FACEBOOK PAGE
Brad Hampton Internet Marketing Manager [email protected] 303.228.8756
Brian L. Torrez Alliance Marketing Manager [email protected] 303.228.2387
Contact Us
