I have built and managed four internet departments in dealerships over the last six years. Currently, I am the national sales manager for a company that specializes in e-commerce solutions for the automotive industry (not Cobalt). Our services include e-sales training and CONSULTING THE GM AND OTHER MANAGERS as to how the department should be structured (along with design, hosting, CRM, etc.).
Depending upon size, the dealership must look at this department as a department.
When the dealerships was built, there were long term (amortized)costs. There were new monthly recurring fixed and variable cost. Advertising was needed to support the sales forces (new and used) and many more items.
These factors are used to create P/L, revenue, cash flow, reports and projections, etc. Goals are set for sales and staffing. An average advertising cost per car sold is calculated (should be), etc.
Unless you have been involved in a franchise implementation or facility build (I have gone through two of each), it is easy to overlook these broad items. There must be an understanding of how the department will be built, structured, managed, and how much it will cost.
The internet sales department should be no different from the new or used car department, unless you want it to fail or not reach complete fruition.
The interaction between the "traditional" departments is based upon a relationship of equals. As an example:
If the new car sales manager gets a BUY bid from the used car manager.
Why shouldn't the internet department manager?
If your answer to this is the typical sarcastic dealership chuckle and remark about your personel, then the laugh is on you. One of your competitors will do it, and do it well. FIND THE RIGHT PERSONNEL.
Don't promote the computer geek on the floor who cannot sale cars. If you cannot sale cars in person, you certainly cannot do it via the internet, fax, phone, etc.
One of the dealership internet departments that my company trained and assists has finally been given a GM that will let them run.
Their production went from 25-30 cars each month to a total of more than 300 in the last 3.25 months. It works. You just have to have a GM willing to let it work and willing to admit what he doesn't understand. If you have one that does understand the internet, you are that much more ahead of the game.
Once it starts working, everyone in the dealership, that is not eaten alive with envy, will bend over backwards to help you. Look forward to those working relationships. No "I told you so.".
Don't give up. Have a good month.
Bruce Bingham
[This message has been edited by jimmuntz (edited 08-10-2000).]