Archive for May, 2012


Are you viewing your website as the customers see’s it? 8 out of 10 times the answer is NO. Online shoppers are a breed of their own and if you don’t show them what you are made of (website) then you lose out on a valuable customer.

Our minds are so warped in sales we fail & forget to see what type of online presence we are giving to the consumer. Regardless if you sell cars, shoes, cosmetics and so forth. We are the seller not the consumer. Don’t forget that you are giving the impression of your business to the online consumer which still relates to the good ole’ saying “First impressions are the best impressions”. Why fail your consumers now?

During my time training dealers for website best practices & their website management tool, I asked them when the last time it was since they last viewed their website. The top 3 answers were “I am too ashamed to look at it”, “I don’t have time” & “That is the Internet Managers Job”. I lightly tread on the subject to have all the management including  sales to take a few moments a day to review their website as errors can be noticed that are overlooked. Your team can offer the feel of presence & most important of all critical feedback. Don’t prevent them from being involved.

Before trainings I would ask all the attendees to take a moment to step back out of their sales shoes & visualize themselves as a customer, A TRUE CONSUMER and clear their minds of sales. Our minds are so polluted with sales & are soaked up with Buy Buy Buy & Look at me I can sell a car but you need to take a step back. Having this clear mind approach while stepping into a website review can be beneficial not to yourself but most important “YOUR CONSUMER”.

Typing in your website address is one step, seeing your online image is another and the most impressionable one. Relevant images related to your home page is similar to a new customer walking into your showroom floor & seeing polished tiled floors, shiny cars, clean desks, spiffed up sales team and such. Giving that same impression to your online consumer needs to be the same.

Your website home page is more geared towards new cars & welcoming the consumer to your website. Keep those website images (banners) relevant to that specific profit center! For example if you sell cars and there is a banner with bananas for sale, a little over the top & exaggerated, however you get the point. Used or Pre-Owned needs to stay relevant to the pre-owned department only not posting new car ads to that specific page. Consumers are geared to relevant information & images for what they are looking for.  Confusing them will cause you to lose them!  This goes to the same for Finance; keep it finance geared along with Specials, Service & Parts. Don’t push them away for sales, sales, sales! They have a motive in mind; don’t force them to shut your website down & move to your competitor.

Keeping your profit centers separate for advertising will be beneficial to your consumer when they are viewing your website & looking for what they are searching for.

Below are valuable tips to help increase your impression to be the best impression for your online consumer.

Home Page: New car banners. Amazing finance offerings for the new car purchase. Why they should buy from you including the incentives they receive. (Customer Satisfaction, Free oil chances with new purchase etc)

Pre-Owned Page: Banners of aged inventory, anything that is over 60 days old on the lot, highlighting those specific vehicles can help turn that inventory over for the pre-owned interested consumer.  Certified finance offerings and / or finance offerings for pre-owned.

Service / Parts & Accessories: Banners with Certified technicians, rewards received for customer satisfaction, discounts on service, parts or accessories.

Finance: Banners that shows offers given by the OEM or for pre-owned, you can even include local credit union finance rates that are being offered.  Easy process for credit applications (applying online) and special finance offerings.

Specials: Banners specifically highlight aged inventory for both new & used inventory to help push them out and off your lot. Service, parts and/or accessories discount pricing, finance rates.

Why Buy or About Us: This page should have banners relevant to why they should buy from you. Why buy banners, incentives of being a new customer, Rewards, images of facility with customers.

Take a step back to view your website as a consumer can make a large difference that you may not realize at this time. Get your team involved with providing feedback as each profit center is online!

All views & opinions are solely based upon the author only. Jennifer Schrader