the online sales process
TRANSCRIPT
The Online Sales Process
Brad Hampton
Marketing Manager
KPA Internet Marketing
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.