Ok the month is pretty much over now and I wanted to reach out to everbody in regard to the amazing transformation that we have went through here in our E-Commerce Dept. As a E-Commerce Director I've learned that there are many things that the director needs to be doing on a daily basis.
- Making phone calls with the coordinators!! Have you heard of the saying "Lead by example." Before I would barely make phone calls during the day; NOW I'm right in the middle of combat banging out calls also!! My goal every day is at least 50 calls and most days I'm making 60-80 calls with my team. Productivity has increased drastically and the team has much more respect for me now that they see that I don't mind getting my hands dirty.
- T.O. Every time that a valued internet customer says that they want to wait to make a purchase or they are no longer in the market etc; I want to talk with the customer. The goal of this strategy is not to micromanage but to give the consumer options that the coordinator may not know existed. Being that I sold cars for five years I have learned that many customers want us to educate them on the best way to buy a car. For example a customer leaves the dealership that didn't purchase a vehicle I'm going to call that customer and thank them for coming in and when the right time presents itself ask the customer why he/she didn't buy. I've been told "I don't have the money for the down payment" WHAT!! "Mr/Ms customer if I can get this deal to fit into your budget with no money down can we earn your business?" I have had customers respond with "Absolutely."
I truly believe that a dealership with a strong E-Commerce Dept and equally relevant EVERYBODY at the dealership supports the E-Commerce Dept there will not be a dealer in town that would ever be able to compete.