The Right Web Site
Orr is quick to point out that you need more than a great Web site and CRM tool; you need to build a complete strategy for marketing your dealership’s sub-prime capabilities, you need to get the right people in place, implement a process and establish a pricing philosophy.
Matt Dorsett, corporate e-commerce director, said, “While the right Web site won’t solve all your problems, you won’t get far without it. We’ve had a pretty good site in the past, but we weren’t getting incremental business. After we switched to BZ Results, we increased sales because they not only provide a better Web site, they also provide all the marketing tools and training you need to get results.”
One great feature of the new site is a virtual special finance department called www.DickSaysYes.com
, which provides three easy ways for the customer to get further into the process and continually prompts them to fill out an application online.
“The key to building a Web site that is capable of generating sub-prime leads is to provide information the customer is seeking and a way to contact the dealership,” Orr said. “For example, at DickSaysYes.com we include a ‘How it Works’ button that provides FAQs, Six Steps to Re-establish Credit, fast bankruptcy approvals and other areas that speak to what’s important to the sub-prime audience.”
Orr’s team has learned to set their Web site apart from their competitors’ sites making it uniquely interactive, high tech, clean and user-friendly.
and you can click on a link to view a couple of their TV commercials that promote the Web site and target the sub-prime market.
The Bottom Line:
- www.DickHannah.com generates Internet leads, phone traffic and showroom traffic resulting in 180 incremental sales.
Dick Hannah dominates the market with their regional buying service and sub-prime approval center at www.DickHannah.com
Dick Hannah hired BZResults.com to set up their e-marketing system, Web sites, CRM tools and training.
Dick Hannah uses e-mail marketing because it’s cheap advertising with a high rate of return.