The internet sales department got the surprise of a lifetime in 2020, becoming center stage overnight.
The automotive industry is changed forever, and so is the role of the internet sales manager. As car sales continually evolve, internet sales managers can focus on the basics to remain competitive: getting more leads and an excellent staff to pursue them.
Here are five tips for running a successful department in 2022.
Make It Personal
We don’t have to lose all our humanness in online interactions. In fact, salespeople will have to actively work to humanize themselves from being the screen. Potential buyers will connect more quickly and efficiently when you prove yourself as more than a bot. Consider adding a picture and quirky bio about your internet sales staff for customers to read. Tell some basic information and something more memorable like the salesperson’s favorite sports team, childhood nickname, a weekend hobby, or favorite food. Connected leads stick.
Analyze Your Website
A thorough analysis of each page of your website is an excellent use of time. Find out which pages drive the most traffic and where you lose people. Next, look for how much time is spent on individual pages. Consult with a marketing firm to ensure your website is consistent with brand and voice across every touchpoint. Finally, go through the process of contacting someone, accessorizing a car, or even checking out online to see if any part is frustrating or difficult. When it comes to internet car sales, you’re only as good as your website.
Use Free Advertising
Over 70% of the US population has at least one social media account. Not only is it a far-reaching advertisement, it’s free! Maintain a heavy and consistent online presence and make sure your social media manager utilizes each platform to its full extent. Facebook and Instagram posts are the most basic. Going live, sharing stories and reels, creating polls, and using video are essential to gaining an audience. Don’t get stuck in your ways and refuse to adapt to the times. Get a Snapchat, TikTok, and YouTube channel going. It’s all free, making you relevant and visible to a broader audience.
Never miss this step. Accessories are a multi-billion dollar industry that was largely unaffected by the pandemic. During the chip shortage, they were a lifeline to getting a customer something close to what they needed, and they remain pivotal. Integrate your accessory catalog with your digital retailer for efficiency and visibility. Create front page banners advertising accessories and accessorized vehicles to draw interest. Make sure your staff offers accessories at the point of sale to every internet customer, every time. Your PNVR will increase instantly.
Make training a part of the workday. Internet sales staff benefit from consistent training on the optimal way to utilize all digital platforms and resources in addition to sales training. Incorporate new facts about your inventory to ensure you’re ahead of the game with product knowledge. Hold competitions to see who is the fastest typist and help employees constantly improve their speed and online communication. Professionalism, personality, expertise, and speed all come into play within about five initial seconds with an online customer!
Make the Dealer Sales Team Take Internet Sales Seriously
Insignia Group is the leading provider of digital accessory catalogs in dealerships nationwide. Insignia Group integrates with multiple digital retailers to provide maximum efficiency for dealers serious about selling accessories. Our expert consultants train your staff, whether they are using the catalog online or in the store, and make sure your process matches your individual dealership.
Does your digital retailer integrate with your accessory system? (Unless you use us, they don’t.) Contact us today to see how we can help!