Most automotive advertising agencies have learned to use today's
automotive advertising technologies to blur the line between the real
and the virtual world as they help build virtual showrooms on the
Internet Super Highway to supplement their auto dealer client's real
world brick and mortar facilities. However, a growing number of new
automotive advertising vendors have entered the market to focus on old
world telephone techniques that may have been overlooked in today's
Internet driven marketplace.
Automotive advertising Agencies have
accepted a new role in today's challenging economy that includes
whatever it takes to sell vehicles and service. Automotive advertising
agencies can no longer limit their areas of responsibility to bringing
traffic to the front door. Internal selling systems integrated with
technology driven processes that link their virtual online showrooms
with their brick and mortar facilities share a common element that has
survived intact on the Internet Super Highway - human nature. The people
part of any process is often the weakest link and telephone skills are
still an integral component of communication systems in real and virtual
world auto dealerships.
New customer interaction platforms offer
a two way video online transaction platform that promises to push
through the glass wall between salespeople and their online shoppers.
The expectation is that developing online transaction tools will
eliminate the need for online sales people to disengage from their
initial customer interaction with an email to deliver information or
even a telephone call to schedule an appointment. Unfortunately, the
vast majority of today's buyers still prefer to keep the glass wall up
between themselves and the sales person to allow them time to make a
decision; and that is where and why most dealerships drop the ball.
The
people skills needed to maintain control over a customer have always
been important. However, the Internet has empowered consumers with the
ability to gather information from sources other than the auto dealer so
now they are critical to the survival of an auto dealership in today's
challenging economy with reduced sales volume and profit margins.
Today's educated consumer demands that all online communications,
including telephone calls to gather information not provided on the
websites, are transparent and relevant. Sales people still need to
provide information about themselves and their dealership to
differentiate them from competing online dealerships and information
resources. However there is a fine line between relationship based
selling and self serving sales hype; that's where new telephone support
services using web based training, managing and monitoring can help.
Automotive
advertising agencies and their auto dealer clients understand the
importance of maintaining telephone skills. Telephone training has
always held a priority position in any comprehensive plan. You must
inspect what you expect and managing and monitoring telephone calls,
both in-bound leads and out-bound follow-up, is job one for many sales
managers. However, the immediacy of today's Internet demands and the
limited tolerance of online shoppers have required more management
oversight and support than previously needed or even possible give the
limitations of monitoring systems and processes in most business
development and/or call centers. New vendors entering this arena provide
a combination of one-on-one training, outsourced resources and web
based managing / monitoring functions that promote best practices with
easily accessed R.O.I. analytics to prove that the job is getting done.
Of
course automotive advertising agencies must continue to focus on
bleeding edge website conversion tools and lead generators to generate
the phone calls. Applications that provide NADA sourced appraisal values
for online consumers with inventory information to select a replacement
vehicle with consumer friendly lead generator tools are still needed to
get the phone to ring. Similarly, agencies should continue to advise
their auto dealer clients to invest in online lead sources like
consumer-centric inventory based marketing platforms powered by social
media - and automated video production platforms producing interactive
videos posted on an auto dealer's website as well as individually
indexed onto You Tube driving leads back to the dealer's CRM to get the
phone to ring. However, automotive advertising agencies also need to
insure that when the leads are generated that they are handled properly
on the telephone or the leads are wasted and the R.O.I. from these new
online marketing platforms are diminished.
Properly integrated
telephone training and monitoring applications using new technologies
and Internet powered access for outsourced support services can help to
blur the line between the real and the virtual world as well as any
other online platform. A combination of best practices and technology
can create the efficiencies needed to maximize the R.O.I. for auto
dealers before, during and after the sale. All too often automotive
advertising agencies neglect to look in the rear view mirror to apply
yesterday's best practices to today's selling processes to build
tomorrow's opportunities.
People skills are still job one when it
comes to selling vehicles and service. The filter that the telephone
places between a sales person and a customer is as much of an obstacle
as the glass wall that separates the lanes on the Internet Super Highway
is. In both cases, modern technology can be applied to overcome the one
constant that exists in both challenges - human nature.
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