DealersEdge Professional Forums

Would you agree that dealer groups need an Internet E-Commerce Department to oversee all the stores? To train ISMs, promote parts and service, work with F&I and market and advertise the dealer group?

William

I have the good fortune of attending a number of industry seminars each year, and without exception, the dealers that speak at these events that are having significant success with e-sales/service all say that they have dedicated e-business departments. Most start with an individual employee and grow to sustain business operations.

One of the most successful and most innovative dealers I have listened to on this subject is Peter Brandow from the Brandow Group in Pennsylvania. Peter has even developed a white paper/manual ("The Car Dealers Internet Bible") on how to be successful using the internet channel, which I believe he provides to other dealers at no charge. You may try reaching him at www.BrandowGroup.com.

Peter is a member of NADA's IT Committee and is on the e-GM Advisory Counsel.

Hope this helps.

Several dealerships have created this position, they are titling the position as Business Development Manager, or Internet Sales Director.

It is the responsibility of this person to perform the activities just as you describe.

As a consultant I see the GM's that totally embrace the Internet and it's potential very effective with this position.

The pitfalls that I keep seeing is that the person is generally assigned enough other store duties that they really don't have time to keep focused on such a rapid changing e-enviroment.

To accomplish the job the way you described it is a full time job. My suggestion to you is that if your store decides to create the position be sure to create a job description that is etched in marble for the first six months at least.

We have all seen a number Internet Sales Departments fail because of lack of direction and Management support. The position that you are talking about can be a great asset to a dealership.
Contact me I would be glad to share an interesting article.

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Mike Stinson
results@rintuit.com
www.rintuit.com

Mike,

Let me first say I believe with all my heart that this is a necessary position for a dealer group.

I have been in the business since 1995 as a "Internet Manager" and I have seen the evolution of this. Most dealers want to use the ISM as a sales person and that simply will not work! There is simply to much money to be made in all the profit centers and I don't think that most dealers see this.

Any information you have about this I would be very interested. This is what I want to do as a career.

Anyway, Thanks for the feed back!

EMan

Need.....I don't know, but the dealer groups that are staying on the leading edge of this thing definitely are addressing this position.

I have been knee deep this week working on the exact same area. The biggest advantage of this Senior position comes down to Lead Management and Sales Tracking.

Several of our ISMs have imply that there is a delicate balance to Internet sales success and that without them calling all of the shots, we will sell nothing over the Internet. Nothing could be further from the truth.

In fact, what we have found is that if we do not address acoountability in the department, the ISP/Ms have a habit of prequalifying leads based on their source and in some cases throwing a lead away. (really!)

It must be more than a position though. They need to MANAGE the sales activity of the department including e-mail response time, appointment and phone call soliciatation and even working be-backs over the Internet.

To maximize your return on this investment (WHICH DOES HELP SELL MORE CARS)you need someone above the fray of e-mail response to manage the operations and Business Management end of things.

In the last two years our company's strategy has centered around speed and credible information exchange. This new level of management is very timely and necessary.

You would not let your salespeople run the sales department without management and the same rules apply with Internet.

Good luck and I appreciate your feedback.

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