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CONTENTS
Acknowledgements ix
Introduction xi
- Manifest Destiny: Destination e-Dealer 1
- Believing you can be No. 1
- Creating group agreement
- Creating group sanity
- Flow of communication
- Third party communication
- Combating subconscious backlash
- Getting throught the first 90 days
- Developing Your Online Doctrine: e-Dealer First Steps 13
- Looking at where you’ve been
- Deciding on where you want to go
- Looking at budget
- Studying your e-marketplace
- Sizing up the competition
- Sizing up yourself
- Finding your ideal customer
- Deciding on the mix
- Lead Machines: The Ultimate Car Dealer Website 27
- Psychology based technology
- Those who convert win
- The two primary e-personality types
- The randomity factor
- Emotional types and e-dealer website design
- Building the ultimate e-dealer website
- Going local
- The e-dealer website profit projection
- Building websites vs. selling cars
- The reach factor
- Picking the right website address
- Identity vs. marketability
- Multiple Domains
- Leveraging statistical software
- Pop-ups
- Effective online coupons & specials
- Surveys that sell
- Multi-franchise websites
- Back 15 up 200: The Master e-Dealer Marketer 59
- The compound interest effect
- The power of e-dealer positioning
- The road to e-positioning
- Shortest distance between two points
- Hitting the target vs. missing the target
- Being perceived as believable
- Using one e-approach as opposed to several
- e-Dealer trend vs. e-dealer fad
- Allocating e-marketing resources
- Free e-dealer branding
- Listen To Me! : Talking To Your e-Market 77
- Looking at your organizational branding
- Public “A” vs. public “B”
- Avoiding the mixed message
- Creating consistency between e-marketing and web presence
- Tying in key phrases with the right public
- How to target the market you want
- Contrasting geographical areas on the web
- Deciding which market you want
- The Internet customer
- Deciding on your Internet Strategy
- Missed target examples
- The Uncharted Territory: Offline Advertising Techniques 107
- The concept of offline advertising
- Return on investment
- Radio
- Positioning your e-message on the page
- Aligning your website with numerous print messages
- Television
- Direct mail
- The Wild Wild West: Online Marketing 119
- e-Dealer online marketing review
- Banner advertising - cost per click equals cost per deal
- Dealership branding and online advertising
- Using online classifieds
- Search engines
- e-Mail marketing
- New VS. Used: Choosing Your Weapon 137
- The difference between e-new and e-used
- Looking at your history
- Looking at your inventory
- Mission Possible: Used Car Dealerships and The Internet 145
- The used car Internet scene
- Why it has made millions for some
- How to out-compete the new car franchises
- Appearing e-credible
- Giving your site new car franchise feel and content
- Suppressing the local competition
- Clicks & Credit Bandits: The Sub-Prime Phenomenon 157
- The Internet, bruised credit, and the psychological profile
- The sub-prime phenomenon in action
- Using the Internet as your secret weapon
- What steps to take towards sub-prime Internet profits
- Defining The Goal Post: Cost Per e-Deal 167
- Finding out where you are at
- Setting the goal of where you want to be
- Factoring the cost of offline advertising into the mix
- Wearing The Crown: The Internet Sales Manager Today 173
- What taking on the job really means
- Common challenges
- Compensation challenges
- The customer challenge
- The reality challenge
- The advertising challenge
- Building the team
- Creating certainty for new hires
- Who makes the best Internet sales person
- My experience in the world of phone sales
- The pay plan
- The earning potential
- Educational prerequisites
- Dealing with the Dealer Principal and General Manager
- Taking control of the department
- Getting an advertsing budget
- Let’s Play Gladiator: The Internet Sales Arena 193
- Who is the Internet customer anyway?
- Holding the gross on Internet sales
- Getting the prospects ID’d (profiling)
- Unloading The Gold: The General Manager’s Treasure Chest 231
- How to maintain your sanity
- Preparing for Internet sales expansion
- Settling the “he’s an Internet customer” dispute
- Judging activity vs. productivity
- Empowering your Internet Sales Manager
- Who wears the crown?
- Penciling your Internet department
- Internet Sales Managers and employment contracts
- Sharpening The Swoard: Getting into the Internet prospect’s head 247
- Considering the e-dealer pitch
- Reviewing the reasons e-prospects disappear
- Ensuring that your e-mails get read
- Your subject line and headline are the same
- Sell your e-dealer imperfections
- Leveraging your Internet department’s disadvantages
- Making sure your e-mail is being read
- Using the subject line in your e-mail templates
- Following up with a group of prospects
- When you need your e-prospect to make a decision now
- Selling your service as the Internet Sales Manager
- Dealing with Internet pricing
- Utilize successful e-sales techniques
- Presenting a free offer
- Show return on your e-prospect’s investment
- Leveraging the intimidation factor
- Creating uncommon credibility
- Guaranteeing the heart of your Internet department
- Creating a draft e-mail
- Edit to sharpen your e-focus and line of attack
- Restructure and add polish
- Increase effectiveness by improving understandability
- The first paragraph is your second subject line
- Consider the entertainment value
- Create virtual mental ownership
- Make your e-mail project your personality
- Confront common objections and questions
- Considering the reasons your e-message will not work
- Compelling a timely response
- Recapturing the Internet customer’s interest
- Use the P.S. to improve impact
- Consider importing graphical enhancements
- Revising your template
- Getting feedback
- e-Mailing to yourself
- Giving your e-mail one final review
- Placing your e-mail template in the war chest
- Customer e-Mail Communication Principles 273
- Avoiding customer misunderstandings
- When to call, when to e-mail
- Should I e-mail or send a fax?
- e-Mail length vs. reading time
- Using your signature correctly
- Sending return fire e-mail
- Attitude, sarcasm and humor
- Replying to long messages
- Making e-mail replies stand out
- Proper spacing
- Upper case vs. lower case
- Using return receipts
- Properly forwarding messages
- Using 911 subject lines
- Handling ongoing replies
- Avoiding e-mail hypnotism
- Saving e-mails for later
- Fixed Operations and The Internet 285
- The history of the successful fixed operations dealer
- Critical components fo online fixed operations
- Building exponential Internet traffic for fixed operations
- The ideal scene for the future of fixed operations online
- Incorporating back-end Internet technology successfully
- Deciding on technologies to ensure success
- Putting it all together
- Common Internet Terms Defined 293
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