[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” global_colors_info=”{}”]<\/p>\n
You\u2019re ready to take your parts department to the next level with an effective online sales strategy, but you\u2019re having trouble convincing your general manager to invest the money into it.\u00a0<\/span><\/p>\n Here\u2019s an in-depth guide to how you can convince your GM to start selling parts online.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” global_colors_info=”{}”]<\/p>\n Remember, this is essentially your pitch to your general manager. Just like any pitch, you need to give your GM some context about the current state of the parts department. This is where you need to address your concerns.<\/span><\/p>\n What do you feel is working well for you and your team? What do you feel isn\u2019t working well? This is where you need to grab their attention.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n You can\u2019t present an idea to your general manager without evidence to support your argument. So, what do you need to bring to the table when you have this discussion with your GM?\u00a0<\/span><\/p>\n First, you need to give them a competitor analysis. Competitor analysis is a breakdown of what your direct competitors are doing that successfully drives their online business. Knowing what the <\/span>competition<\/span><\/a> is doing successfully will help you determine the areas you need to improve and the key advantages your dealership has compared to them.\u00a0<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n Now that you and your GM have a baseline understanding of how your competitors are performing, it\u2019s time to focus on how your parts department is currently performing. In order to show the value of a strong parts eCommerce presence to your GM, you need to show them the growth potential compared to where you\u2019re performing now.\u00a0<\/span><\/p>\n What do you need to present to your <\/span>general manager<\/span><\/a> to give them a solid understanding of the business your parts department is currently generating?<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n You have to know where you are now in order to know where you\u2019re going. It\u2019s important that your and your general manager look at the parts department\u2019s current sales. Break down your sales by category, customer type, sales season, and sales offers. If you can identify what sold well and what didn\u2019t, you can better understand how your sales tactics need to change.\u00a0<\/span><\/p>\n It\u2019s not enough to know what sells well and what doesn\u2019t sell well. You need to know why something sells or doesn\u2019t sell. What sales tactics are you currently using? Are they helpful, or are they harmful? Do your current tactics help you reach your goals? If not, make it clear to your GM that it\u2019s time to reevaluate your strategy.\u00a0<\/span><\/p>\n Every parts department has a few key factors that contribute to its sales growth. You need to understand what yours are and why they help. An example might be a strong wholesale customer network. If you have wholesale customers who often refer your dealership for parts customers, implementing a referral program might be a good idea. Incentivizing those customers will help build upon existing relationships and grow sales simultaneously.\u00a0<\/span><\/p>\n Your GM isn\u2019t going to see the value of a robust eCommerce strategy if you only focus on what\u2019s going well in your parts department without one. If you\u2019re going to convince them to invest in eCommerce tools, you need to show them the limitations your parts department experiences without them.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n Now that you\u2019ve given the full scope of your parts department\u2019s current performance, it\u2019s time to show them how you can transform it with an eCommerce strategy. This is when you present the solutions you think will best suit your parts department\u2019s needs and tie them to your growth objectives.\u00a0<\/span><\/p>\n What are the eCommerce tools you need to achieve your goals? Do you need a website, a marketplace seller account, or a social media page? Identify the tools you need to align your sales strategy with these new eCommerce processes.\u00a0<\/span><\/p>\n Here are a few to keep in mind: <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\nSet The Scene<\/span><\/h2>\n
Show Them What Your Competitors Are Doing<\/span><\/h2>\n
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What to Include in Your Competitor Analysis<\/span><\/h3>\n
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Show Them What Your Parts Department is Generating in Current Revenue<\/span><\/h2>\n
Break Down Your Current Sales<\/span><\/h3>\n
Discuss Your Current Sales Tactics<\/span><\/h3>\n
What Factors Support Your Sales Approach?<\/span><\/h3>\n
What Limitations Are Impacting Your Sales Growth?\u00a0<\/span><\/h3>\n
Introduce Software Could Increase Revenue<\/span><\/h2>\n
List the eCommerce Tools You Want<\/span><\/h3>\n
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