I think we can all agree that quality never comes in an “instant” formula.  Instant coffee is never as good as a “barista” would brew and your dealership’s website is in need of custom “brewing” as well.

Everyday we engage dealerships that have relied on their website vendor for that “no hassle” web solution.  It only takes seconds to inspect their website to see that cars have poor pictures, missing pictures, no options listed, and poor or no descriptions.

Think of it this way – almost every customer that visits your store in-person will have also been to your website.  However, thousands more will simply visit your website.  Keep your website as fresh and presentable as your showroom!

Now couldn’t be a better time to re-address your internal processes and get serious about your website.

Here is a quick-start checklist for better website marketing:

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ecarlist CEO Reveals Keys to Online Car Sales Success

Thursday September 25, 8:00 am ET

DALLAS–(BUSINESS WIRE)–Len Critcher, chief executive officer of ecarlist, a dealership software company, will talk about how he founded one of the first Internet-based dealerships – eCarLink.com – at the fifth annual Digital Dealer Conference & Exposition held October 6-8 in Grapevine, Texas.Critcher will outline the strategies that enabled him to grow his dealership with online marketing and limited resources into a business with more than $50 million in annual vehicle sales. In 2003, Forbes featured Critcher as one of the first individuals to build a completely online dealership.

View Press Release: Click Here

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Again, the 5th Digital Dealer Conference (Grapevine, Texas on October 6-8, 2008) is coming up, and from what we’ve been told - tickets are selling fast.  There couldn’t be a better time to address your current digital directives.  If you would like to meet with ecarlist, of course we have a booth, and I will be available the entire show for appointments and discussions with current clients and those interested in ecarlist.

Here is are some topics of my speaking session titled - One Internet Salesperson: One Year - 1,000 Cars

• Knowing where and how to efficiently market your vehicles online - Managing eBay vs. “retail site” Internet sales channels
• Building a trusted online brand - Distinguishing your product through superior vehicle photography, proper online imaging, and rich vehicle descriptions.
• Holding gross profit in an online market with transparent pricing
• Managing your Internet dealership/department staff and resources – When and how to effectively outsource services
• Online Customer Relationship Management - Getting repeat business and generating customer referrals
• Sourcing vehicles beyond the auction and the science of vehicle recon
• The real differences in selling online vs. in-person - Closing deals with digital customers who are not in front of you

Here is a link to the Digital Dealer press release on  speaking engagement at the show:

One Internet salesperson: One year – 1,000 cars

Sell the car first, before you sell yourself.

For decades, car dealerships entered into “Brand Based Marketing” and attempted to build their brands with local advertising selling why the customer should do business with them.  “We’re the mega-volume dealer”, “Family Owned Since 1955″,  “The name you can trust”, and so on.  Heck, the oldest used car salesman joke was - “Ma’am, this car is perfect, the color really matches your eyes!” - it’s what is behind that comical phrase that really demonstrates the difference between marketing your brand vs. marketing your vehicles - let’s explore both.

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