Debunking Auto Industry Internet Sales Myths

I read a great article recently by Richard Greene of Auto Remarketing News entitled “Independent Dealers Can Maximize Internet by Debunking Internet Sales Myths”. I recommend it to anyone reading this blog with an auto industry association.

Chip Perry, CEO of AutoTrader.com, is one of the experts debunking myths. The other expert is Joe Lescota, chair of automotive marketing at Northwood University. Joe had my favorite quote "Let's quit spinning our wheels on the technology and think about how technology works emotionally".

Emotional response is the key to the castle when it comes to moving more website visitors into live conversations with sales people. We talk to so many business owners that have invested heavily in the design and construction of their website and in attracting traffic to it via search marketing and other media buys, yet are frustrated by the tiny percentage of those visitors that actually turn into sales leads.

Visitors come, visitors go. Videos and other eye candy may entertain and keep them on the site for a little longer, but visitors still leave without engaging a sales person. Why? No emotional response. Or more precisely, the “I like that car” emotion that pictures, videos, and window sticker information stimulate too often doesn’t translate into any kind of action – like engaging a sales person to ask a question.

ContactAtOnce! delivers at least 25% more leads from a website by enabling a “dropin business card” that creates an emotional reaction and the impetus for site visitors to engage a sales person in live conversation. It not only connects the site visitor and the sales person from a communications technology perspective, it connects them emotionally. Read more about the dropin here.