CHICAGO -
The general manager of Bill Kay Chevrolet in Chicago said the Internet has changed the way buyers approach sales. And the key to turning these Internet shoppers into sales is by establishing a relationship.
Basically, despite all the technology available today, Ralph Conti still sees relationships as a very important aspect of the sales process.
Before an Internet customer walks through the door, the Internet team has already established a relationship with the consumer via online chat, e-mail and follow-up phone calls.
Recently featured on the Faces of GM Blog, Conti indicated that when an Internet customer comes into the dealership to test drive or close a deal, the Internet sales contact greets the individual then hands them off to a salesperson who has been briefed on the customer’s desired model and financial situation, if a credit application was submitted online.
The Internet team member tries to match the digital customer with a salesperson who has a personality that is likely to fit with the customer. The transaction then moves solely into the salesperson’s hands and that professional must build the trust in the process and dealership so the customer understands the value being offered by the dealer.
“Selling on the Internet in some ways has made the selling process easier because the customer has already waded through the potential vehicles and options available and usually comes in with a good idea of what they want to buy. However, the competition is even more intense online because it is easier to compare vehicles and pricing than in the old days of face-to-face vehicle shopping,” Conti said via the blog.
The dealership team has discovered it needs to dedicate quite a few resources and time to do Internet sales correctly, because if it isn’t done correctly, it doesn’t pay dividends. People see right through it, the GM stressed.
So what does he mean by doing it right? This consists of putting the best price forward immediately and responding quickly when a lead comes in, Conti said. In fact, he said his Internet team “is going 24/7.” His managers take their phones everywhere and the leads go directly to these phones. This allows the managers to get back to a customer inquiry immediately.
While Conti indicated that this strategy has helped drive sales, another key ingredient is improved products.
“Today we have the best product that we’ve ever had. It’s 110 percent better than it ever was,” Conti said. And he’s relying on his store’s Internet process to highlight these models and ensure customers can more easily see and buy the latest generation of Chevy cars and trucks.
Conti has been selling vehicles for more than 30 years and ultimately, he said the Chicago market is “very, very competitive,” so every little bit helps.