Ways to Promote Fixed Operations on your Web Site
by: Lee Harkins
Dealership web sites are amazing to me. The technology is moving so quickly, it’s mind boggling. But one thing that’s not changing about dealership web sites is the presence of fixed operations. Generally speaking, we have no presence. I view the dealer web site as their 24/7 television commercial.
The product or brand of your fixed operations that must be communicated to your customers is that you are different from the rest. The web site is an effective tool in challenging this perceived brand the dealership has in the eyes of the consumer.
I have developed a list of 10 items I look for in a dealership web site. I have done an informal review of about 100 dealership web sites, and the results are interesting to, say the least. I believe the point that must be driven home in this review is that you must be perceived to be different. If you have the same old stuff that everyone else has, you are just like all those other dealers. Here is your opportunity to stand out in the crowd.
Some dealerships have done an outstanding job with their sites; some have developed separate web sites and addresses for fixed operations. Either way you go, you must be different. I want to explain my thoughts and what I look for in a web site.
| Category of Questions |
Percentage of dealerships offering |
| Introduction to fixed staff |
18.7% |
| Video of any type for fixed operations |
0% |
| Unique sales points for fixed operations |
12.3% |
| Schedule appointments on web site |
100.0% |
| Mention of “tires” |
11.0% |
| Fixed specials |
84.6% |
| Offer Saturday hours |
52.9% |
| Offer Sunday hours |
3.4% |
| Express Service |
0% |
| Fixed operations has a presence on home page(other than a tab) |
0% |
Introduction to fixed staff
The customer wants to have some type of expectation of what service at your dealership will be like. Your web site is an effective tool for this. A photo of the advisor is better than nothing. A video of the service advisor explaining how they provide service is an exceptional way to sell credibility. I would also include the technicians.
Video of any type for fixed operations
If you want a model to use go to: http://www.outtenchevybuickpontiac.com/service-department.htm, he does it right. Pay special attention to his list of promises. See anything you can’t do? Everyone should be offering these, why not develop your own, be different.
Unique sales points for fixed operations
Anything the dealership has that’s different, I gave them credit here: Accessory offerings, Ask a technician, My garage sign up, a special write-up about parts and services, sales points about parts and service that are unique.
Schedule appointment on site
This is a service that’s not unique anymore; everyone has it in one form or another. However, I would suggest that you schedule an appointment via your site so you can evaluate the process.
Pay special attention to the first available date for service. Some vendors set the first available default date four to five days in advance of what is actually available. I was in a store not long ago where the technicians were standing around with nothing to do, and the web site showed the first available appointment was three days in advance.
Mention of “tires” – any type
Tires are a must do. I’m shocked at the number of people who say they are in the tire business, but have nothing on the web site. If all you have is a coupon for specials on tires, I don’t consider this a presence. Go to: www.appleautomotive.com – now, this is a presence.
Fixed specials
Most everyone has them. I found a lot of sites that have outdated offers. Air conditioner service in the winter months. Fall special in the spring. They must be updated regularly. Get your service and parts manager involved.
Offer Saturday hours (some didn’t have hours)
Saturday hours are not unusual anymore. I think most customers expect you to be open. What I find interesting is how hard it is to find the hours of operation for some stores. A number of stores don’t have their hours listed on the site.
Offer Sunday hours
This is a unique sales point. I have clients who have opened on Sundays and found it to be a productive day. In some areas of the country, it’s one of their most productive days. It’s not for everyone, but, without question, it offers your dealership a great sales point that sets you apart from the competition.
Mention of express service
This totally baffles me. Express service is a truly unique sales point for your dealership. You can kick it over the top with a consequence offer. But I’m shocked at the number of stores who have it and do not mention in on their web sites. This should be on your home page. Remember express service is not about selling service, it’s about selling cars.
Fixed operations presence on home page
Most sites force the customer to search for service on the home page to find it. Let’s bring it to the front.
Your web site needs to be more than a car selling tool.
Fixed operations can be your competitive advantage when everyone else is focused in other areas. Vehicle service is still a confusing event for many customers. Take the confusion out of the transaction; promote your dealership as the solution for your customer’s service needs. Make it easy to say yes in doing business with your dealership.
This article also appears in the October 2010 issue of Fixed Operations Magazine on the Dealer Magazine website.
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