The sales team doesn’t have to be Internet whizzes but needs effective email and text communication skills, says e-commerce director Aaron Hudson.
It is quality over quantity for e-commerce director Aaron Hudson who saw Internet leads drop but sales rise.
He works for the 8-store Anderson Automotive Group in Raleigh, NC. Its Fred Anderson Toyota in Raleigh, No.24 on the WardsAuto e-Dealer 100 with Internet sales of 2,834 units.
“The Internet and the systems we have connected to the Internet drive so much of our day-to-day business,” he tells WardsAuto.
He talks about that, his job and what the store does to rank in the upper 25 percentile.
WardsAuto: What are your responsibilities?
Hudson: E-commerce blends business knowledge with a technology background and savvy, not necessarily to the systems-administrator level, but someone who has worked with technology and can use that technology to help the business.
I’m responsible for digital marketing, which includes everything from our websites to digital advertising to pay-per-click display to our relationships with all of our third-party vendors to customer-relationship management and our new dealer-management system.
WardsAuto: How does the new DMS help you become a better e-dealer?
Hudson: More than anything, it showed how far the things we do online reach into all areas of the business.
Before taking on this project, we had third-party service schedulers online that would get pushed over to our DMS. We moved to where our service schedulers are actually integrated into the DMS, so that it’s all one piece. We can make changes on the fly, we can set the times and capacities for different jobs in our shops and display that info in real time online. It gives us accurate data that we can trace back to the transactional level.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.