the online sales process

The Online Sales Process

Brad Hampton

Marketing Manager

KPA Internet Marketing

Moderator

Becky Ross

Marketing Manager

(303) 228-8753

bross@kpaonline.com

Speaker

Brad Hampton

Marketing Manager

KPA

Previous:

Digital Marketing Manager

7 Dealerships

CRM, Websites, Lead

Providers, Sales Training

Use the “Questions” feature

to submit questions

throughout the webinar.

Questions

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.

• Feature a vehicle inventory.

• 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.

What kind of access and assessment

do you provide?

Your Online Needs Assessment

• Include a research tab on your home page.

• Provide a payment calculator.

• Provide pages for different climate cars.

• Include a fueleconomy.gov savings calculator.

Your Online Product Presentation

If you are not providing the information that your

customer is looking for, they will go elsewhere for

information.

What kind of information are you

providing on your website?

Your Online Product Presentation

• Publish new vehicle pictures of your inventory.

• Detail your cars prior to photographing them.

• 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

• Obtain human voice videos for all of your vehicles.

• Include walk-around videos of all your 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 change 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 utility on

your website.

• Explain the benefits of trading in at

the dealership.

• Consider blatantly offering to

purchase a customer’s vehicle.

• Offer trade evaluations 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

• Implement “make an offer”

buttons.

• Implement “buy it now” options.

• Devote a page to the benefits of

putting down cash when

purchasing a vehicle.

• Devote a page to the benefit of

financing, leasing, and buying in

cash.

• 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.