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Mastering the Art of Selling Cars Online

by Edward Coleman

324 pages; quality trade paperback (softcover); catalogue #03-0799; ISBN 1-4120-0430-6; US$29.95, C$39.95, EUR25.35, £17.57

Industry expert Eddie Coleman reveals the secrets of selling cars online and making millions doing it. Learn sales, marketing and website strategies as developed by the nation's leading e-dealer visionary.

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about the book      about the author      table of contents and sample excerpt      catalogue info

About the Book Mastering the Art of Selling Cars Online is a comprehensive study and guide for automotive salespeople, managers, and dealers who seek to effectively harness the power of the Internet to sell cars. Contained within the pages is a behind the scenes look at how the Internet has affected the retail automotive industry, revealing the difference between dealerships that struggle on the Internet and those that prosper. Mastering the Art of Selling Cars Online covers all aspects of sales concepts, e-mail selling, online marketing, organizational strategy, branding, and web development, incorporating components of psychological warfare for maximum market dominance.

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About the Author Eddie Coleman is the CEO and founder of Hyperdrive Technologies, Inc. headquartered in Portland, Oregon. Coleman leads one of the nation's fastest growing providers of Internet technologies, strategic advertising systems, e-sales training and motivational seminars for the retail automotive industry. As of 2003, Coleman has launched what many industry experts proclaim to clearly be the most revolutionary and successful retail automotive Internet dealerships in existence. Eddie Coleman's considerable efforts have inspired numerous dealers and dealer groups to build their own e-brands, while replacing ineffective Internet presences with one-of-a-kind custom-designed Internet portals. Among Mr. Coleman's clients is America's #1 volume Pre-Owned "Internet Dealer of the Year" in 2002 as ranked by Auto Dealer Daily.

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Table of Contents and Sample Excerpt

Acknowledgements
Introduction
1. Manifest Destiny: Destination e-Dealer
Believing you can be No. 1
Creating group agreement
Creating group sanity
Flow of communication
Third party communication
Combating subconscious backlash
Getting through the first 90 days
2. Developing Your Online Doctrine: e-Dealer First Steps
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
3. Lead Machines: The Ultimate Car Dealer Website
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
4. Back 15 up 200: The Master e-Dealer Marketer
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
5. Listen To Me!: Talking To Your e-Market
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
6. The Uncharted Territory: Offline Advertising Techniques
The concept of offline advertising
Return on investment
Radio
Print
Positioning your e-message on the page
Aligning your website with numerous print messages
Television
Direct mail
7. The Wild Wild West: Online Marketing
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
8.New VS. Used: Choosing Your Weapon
The difference between e-new and e-used
Looking at your history
Looking at your inventory
9.Mission Possible: Used Car Dealerships and The Internet
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
10. Clicks & Credit Bandits: The Sub-Prime Phenomenon
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
11. Defining The Goal Post:Cost Per e-Deal
Finding out where you're at
Setting the goal of where you want to be
Factoring the cost of offline advertising into the mix
12. Wearing The Crown: The Internet Sales Manager Today
What taking on the job really means
Common challenges
Compensation challenges
The customer challenge
The reality challenge
The dvertising challenge
Building the team
Creating certainty for new hires
Who make the best Internet salesperson
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 advertising budget
13. Let's Play Gladiator: The Internet Sales Arena
Who is the Internet customer anyway?
Holding the gross on Internet sales
Getting the prospects ID'd (profiling)
E-mail decoding
Getting Internet prospects on the phone
Making Internet appointments stick
The act of theater
The edification game
Creating online rapport
The Internet department vs. the fleet department
14. Unloading The Gold: The General Manager's Treasure Chest
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
15. Sharpening The Sword: Writing Profitable e-Mail Templates
Getting into the Internet prospect's head
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 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 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 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 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
16. Customer e-Mail Communication Principles
Avoiding customer misunderstandings
When to call, when to e-mail
Should I e-mail or send 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
17. Fixed Operations and The Internet
The history of the successful fixed operations dealer
Critical components for 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
18. Common Internet Terms Defined

INTRODUCTION

Writing this book has been quest that easily could have gone in number of different directions. For years, I debated about whether or not to even write a book of this nature. To begin with, I struggled over disclosing information and concepts that have always been guarded treasures within the confines of my company. Then there was the aspect of content, as any one chapter could and really should be book in itself. These concerns, among others, nearly caused me to alter my course.

What eventually changed my mind was conversation I had with one of my dealer clients. We were discussing the difference between their struggles prior to our relationship and their success after they became our client. This dealership attributed the majority of their newly found success to their recently discovered perception of the Internet as it relates to the car business. My client went on to say that as their view of the big picture changed during the course of our trainings, so did their ability to think outside of the box.

That is essentially what this book is about. It was written to cover a wide array of subjects that are critical to the success of dealership's online efforts and ties in how these topics relate to the big picture. I also spend time drawing the line between fact and fiction. Within these pages, you will find countless sales concepts and techniques, but more importantly you will discover the secrets that enable some dealerships to make millions of dollars per year while leaving their closest competition clueless as to how.

Those who know me well know that I have an unyielding passion for both the retail automobile dealer and the harnessable power of the Internet. Both are standing examples of true capitalism and free enterprise. Together, they can be leveraged, one against the other in such way that cuts through and captures the true essence of success. It is within this "essence" that all of my passions and aspirations for the e-dealer lie. It is consistent with all that is worthy about being in this industry.

Eddie Coleman

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Catalogue Information

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