It is time to get with the program because the world is changing and before you know it everyone will be an Internet customer. Smart phones, iPads, Kindle Fires and the like are growing at a phenomenal rate and I don’t see it changing anytime soon. If you have been complaining that you can’t make any money on Internet customers you are not alone, because I am hearing from the Internet Sales Manager and floor sales people, but its not much different than taking “Fresh Ups”. That’s right I said it, but if you do the math you might be surprised.
I have seen and have been involved in many car Internet deals that were 3, 4, 5 and Six Pounders. Granted the customer will walk through the door with their quotes and all their research wanting to buy a new car for a $1000 back of invoice, but there are plenty of “Fresh Ups” that think the same way. The question is whether you are an order taker or a car salesman?
Internet Car Buyers and Profit
If you are an order taker you can count on seeing your commission check get smaller and smaller in the future, but if you are a car salesman and do your job you can make some real coin. When I say do your job I mean that you will sell the vehicle, demonstrate and test drive the car and maybe even switch cars. You will sell accessories, appearance products and upgrades.
When most customers shop on the Internet for their next new vehicle they are usually focused on price. They will build a car online and they will select options based on price. However when they get to your dealership and you demonstrate some of the features and benefits of the vehicle they will start thinking about how nice it would be to have this or that, but if all you do is show them the car they came to buy you will probably make no more than a “Mini” because that is all order takers make.
Car Salesman or Internet Order Taker
If you are satisfied with taking orders and delivering cars for a “Mini” you can stop reading now, but if you are determined to make money selling Internet customers you can continue. Everyone wants a good deal when he or she purchases a new automobile, but they also want to feel good about their purchase and when feelings get involved there is money to be made. When they are sitting in front of their computer doing their car buyer research and getting quotes they are thinking about money and payment. But just like a “Fresh Up” after they test drive, feel the wheel, smell that new car smell and picture themselves in their new ride they start thinking with their feelings and emotions create opportunity.
Being able to switch every Internet car customer is not realistic, but if you don’t try you will rarely make more than a “Mini”. Emotional car buyers pay profit and you Can Make Money on Internet Customers. The same way that we successfully bump customers on price and payment is how you will get Internet customers to switch and pay profit. Selling is the difference and that is what a true Car Sales Professional does, sell.
Whether you sell Fresh Ups on the floor or you work with Internet customers every buyer is different. There are mooches on the floor and on the Internet and you take the good with the bad or the “Minis” with the “Big Grossers”. It all works out at the end of the month. The truth is that you can make money on Internet customers when you change your attitude about Internet customers and change the way that you handle them.
Later, Fresh Up on the Lot
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