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What Should Your Website Do For Your Dealership?

25 Jul, 2013 By: Darrell Amy, Dealer Marketing Systems

Every one of your competitors has a website.  Your website can either be a major asset to your dealership that supports your sales efforts by positioning you as a thought leader, generating leads and cross selling current clients...or it can be a hidden liability that sabotages your success by giving the impression that you are a second-tier player.

Only a few of your customers will ever visit your dealership.  Virtually (pun intended) every one of them will visit your website and/or social media properties.  The impression that they form will either enhance your position in their mind as a value-add technology leader.  Or, it will erode confidence in your capabilities and competence. 

Potential clients visit your website during the sales process.  Current clients visit the website looking for support.  Search engines visit your website looking for content to index.  Potential employees visit your website to evaluate their career opportunities. 

Therefore, your website should:

 • Build confidence in your dealership’s ability to deliver leading technology with outstanding support
 • Synchronize with your sales message
 • Promote new business initiatives like managed services and document solutions
 • Feature current clients who are benefitting form your service.
 • Present your company as a technology leader
 • Feature information useful to your prospects
 • Compel visitors to take action
 • Attract quality employees
 • Enhance competitive advantage
 • Optimize your placement in search engines
 • Compliment your social media efforts
Is your website an asset to your dealership?  How does it stack up next to the list of purposes above?  Is it supporting your sales process?

Over the next few months in eTrends, we will explore each of these items in detail.  In the mean time, take a moment to ask yourself this question: 

Of the items in the list above, what are the top three areas where we could improve?

Darrell Amy, Chief Innovation Officer, DealerMarketing.net has spent the last 9 years working with dealers across the US and Australia to help them position their dealerships for success in solutions and managed services.  He has trained thousands of sales people in solution selling.  He has visited hundreds of dealer locations.  In his 20 years of industry experience Darrell has worked for an independent dealer, a national organization and a hardware OEM.  Darrell is a frequent writer for ImageSource and Office Technology magazines.  He is also a regular speaker at industry events and dealer meetings. http://damy@dealermarketing.net | 214-224-0050 x.101

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