General Manager Quote of the Week

The-Great-Office-War

A General Manager asked if he could reschedule our six-minute demo for next week, because he was just buried.

“No problem,” I said.

Nerf-Gun-Realistic-Office-War-1

He explained there was a managment shakeup of huge proportions and that his main task right now was “salvaging soldiers.”

A noble task indeed.

military-salute

 

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Know Your Customer, or Your Customer Will “No” You

x3zw53I know my customer.

They’re frequently a one-legger, meaning they need another person to jointly make the decision, even if they called me first.

It’s the nature of the beast in my biz.

5276039Let me be clear: SalesCatcher is like a drug, so we don’t mind giving some out for free because they never want to give it up (which is why we have a 95% retention rate with dealers. Commercial over).

So how do I proceed? It depends who calls me first, the GM or the Internet Manager.

Now even with a free trial, a GM wants to make sure his Internet Manager buys in first, which means showing him or her a demo.

cheap

Even though it’s only about $14/day, and Internet Manager or Director calling me means he has no power to sign that $14/day check, so he has to chase down his GM who’s usually so busy they don’t want to look at a demo. UNLESS…

Unless… I can get them to take a look at all the online sales they’re losing to their competitors because they’re making common but significant mistakes in their quotes.

Imagine a scoreboard over the dealership that shows how many online shoppers you’re selling to, and how many you’re losing to your competitors.

dealership_thumbIs the scoreboard really there? No. Are they losing sales? Yes, if they are ignoring what NADA and Ford research has discovered about online shoppers, or if they don’t believe SalesCatcher dealers who will gladly tell you how their sales jumped when they added SalesCatcher to their CRM.

Commercial truly over.

retro-tv

 

*Backward Viewed, Sale Car Manager’s Internet Typical A

If we reverse engineer a typical Internet Manager’s car sale, it could break down like this:

  • You can’t gross decent dollars if the customer isn’t buying you
  • The customer is more agreeable once they’ve gone for a test drive
  • They won’t go for a test drive unless you get them onto the lot
  • They won’t come to your dealership until you’ve earned their trust with a quick transparent quote
  • You can’t give them a quick transparent quote if you… aren’t quick and transparent

You pay to play with serious online shoppers, and the price is being (one of the very) first quotes that make sense – even though they ultimately buy a different car 70% of the time… which means the original quote is long forgotten.

“Life can only be understood backwards; but it must be lived forwards.”

!yad eht ezeis oS

* A Typical Internet Manager’s Car Sale, Viewed Backward

The Internet Manager “Test” – Part 2

More questions from The Official Internet Manager Test:

(Multiple choice)

HOW MANY EMAIL FOLLOW-UPS SHOULD YOU SEND?

A.  3

B.  30

C.  300 (what those automated quoters send out, for all we know)

D.  What’s reasonable

AUTOMATED QUOTERS, THE PRECURSOR TO SKYNET (the artificial intelligence in “The Terminator” that became self-aware and destroyed the Earth):

A.  Are a possible threat to national security (it starts with robo-quotes and robo-calls, then one day it’s robo-Armageddon)

B.  Are perfect if your clients are robots

C.  Are great if you typically hang a Gone Fishin’ sign on your door

D.  Are as charming and fun as an automated phone system – “Press 1 to feel like you have some sort of control of this interaction; press 2 if you fear your last communication on this Earth will be with an automated system…”

WHAT WOULD YOU MOST LIKE TO CHANGE ABOUT YOUR JOB AS INTERNET MANAGER?

A.  The title: as awesome as I am, I do not manage the entire internet. That’s like calling the receptionist the Verizon Manager

B.  The online shopper: kinda get over yourself, okay? A little web surfing does not an expert make

C.  Nothing: it’s perfect in every way

D.  Nothing: it’s perfect in every way… except I could use a better chair, a new monitor,  a window, more third party leads, more respect, more bonuses, better coffee, a demo car, more pay, a better handset, more nights and weekends off, more catered lunches…

WHAT CAN YOU DO TO IMPROVE YOUR PERFORMANCE AS THE MANAGER OF THE INTERNET?

A.  I would try to be less of a perfectionist – it raises the bar too high and intimates my co-workers

B.  I would try not to think about how the dealership would fall apart without me

C.  I would take more time to stop and smell the money

D.  I would try to dim my light a bit, to let others shine around me

The Internet Manager “Test” – Part 1

See how well you score on The Official Internet Manager Test. Results are confidential. Don’t worry – like a lot of tests today, it doesn’t matter how you score, you’ll still get a medal. So let me just say in advance, good job!

(Multiple choice)

WHAT IS A LOCATER, AND WHY SHOULD YOU USE IT?

A.  It’s like a GPS – it helps me find the dealership every morning

B.  It’s a lost key finder – which is useless, because it’s always attached to my key ring

C.  When I need a less expensive option for a quote request

D.  It’s Match.com for amorous vehicles (why do Priuses always go for the bad-boy trucks?)

2)  YOU KNOW YOU’RE BEING MYSTERY-SHOPPED WHEN THEY RESPOND TO YOUR QUOTE WITH:

A.  “That much below invoice? You ought to be ashamed of yourself.”

B.  “Does that also come in ‘Low-Consumer-Reports-Score Blue?'”

C.  “How many more recalls are you anticipating with this hot rod?”

D.  “That’s the price for two, right?”

3.  WHAT’S THE BIGGEST MISCONCEPTION ABOUT INTERNET MANAGERS?

A.  That we’re here to save the dealership (actually, this is true, but we keep it quiet for morale’s sake)

B.  That we’re computer savvy (I probably am, but I’m not going to fix your PC)

C.  That we couldn’t do a walk-around to save our life (I will prove that I can, as soon as I find out what this is)

D.  That we get upset when we find out we lost a sale to that *#!% dealer across town (you know the one I mean…)

To be continued…

Top 8 Reasons You’re A Great Internet Manager

Top 8 Reasons You’re A Great Internet Manager:

8.  Your oddly hypnotic floating chat box

7.   Your “See, I’m a normal person just like you!” photo

6.  Under “Meet Our Team” you give more personal information than Facebook including your unpublished cell number

5.  You bring in donuts so maybe the point guy doesn’t skate you… again

4. When they ask for your dealer holdback, you easily respond with, “Tell me though, what else would hold you back if I gave you the absolute best price on a car today?”

3. You use SalesCatcher (come on, you knew this would be on the list)

2.  You’re (making coffee…) a (while dialing and…) great (scanning a lunch menu while…) multi (sending a quote and…) tasker (texting a friend about the weekend)

…and the NUMBER 1 reason you’re a great Internet Manager…

1.  You’re OCD, which is a great MO for a BDC ISM (and if you’re not OCD, then it STBY)

“Use Me, Play With Me,” The Best Emails Seem To Say

Can online car buying be interesting… or even fun? Should a quote do anything besides quote?

Does a bear quote in the woods? I don’t know, though I did hear of a raven who quoted…We already know we sell more cars to online shoppers who find our websites and emails sticky – the longer they linger, there’s a chance they’ll advance.

Then how do we get them to stick around that all-important email quote, so we can earn their business?

We make it easy and fun.

(The online shopper)

<CLICK>  I just changed the color of the car to red!*

<CLICK>  Now I changed it back to blue* – very cool!

<CLICK>  Here are some different choices of the same model*

<CLICK>  Now I’ve been taken to the dealer’s site* where I can build my own car

<CLICK>  A Text Box* so I can Instant Message the Internet Manager? Fascinating!

<CLICK>  A map to the dealership*  <CLICK>  A link to email*  <CLICK>  New and pre-owned inventory at this dealership  <CLICK>  A list of the top ten reasons I should shop here*…

Because the one with the “clicker” is the one in control… which is exactly how they want to feel.* Standard in SalesCatcher’s interactive quote emails