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J.D. Wilson | Ettleson Hyndai
2013-07-09 15:13:46| AutomotiveDigest.com - Automotive Industry News
J.D. Wilson | BDC Director Ettleson Hyundai Countryside, IL AutoUSA: Can you tell me a little bit about your dealership and your background in the industry? JD: The Ettleson Auto group has been in business for over 40 years and currently we have two locations. Our Hyundai store in Countryside and our Cadillac, GMC, Buick store in Hodgkins, IL. Both are located about 20 miles west of Chicago. This September I will be in the auto business for ten years and five of them have been at our Hyundai store. I started out as the Sales Manager, moved to the Internet department and now run our Business Development Center (BDC). AutoUSA: What is the size and structure of your Internet Department? JD: Including me we have three people in our BDC. Our team which includes Trisha Franklin and Theresa Symcz handles all the incoming phone calls, assists all the sales people in following up on floor traffic prospects; and if we didnt close the prospect on the first visit we have a follow up protocol to make sure we focus on getting them back into the dealership and get another opportunity to sell them a vehicle. In addition to inbound phone calls we process all the Internet leads from online sources. AutoUSA: What do you do that is different from your competition? JD: While it may not be different from what some stores do, but we have a very strong singular focus on the customer experience. We listen when prospects call, answer their questions quickly and candidly and let them know how what they can expect when they choose to work with us for buying a vehicle at Ettleson. When they ask for a price we give them a price that includes all incentives and destination charges, and we let them know about any other incentives they may qualify for such as a military, loyalty or student bonus program. AutoUSA: What do you do to create a great customer experience? JD: We get complements on our easy low key sales process and based on our feedback its clear our customers appreciate the honest guys for telling them the truth. A number of stores still play games with customers and offer low-ball prices or quote a vehicle without options the customer requested. Often they show up at our dealership a bit frustrated and we then explain how we work and put all our cards on the table. If for any reason they choose not to buy on their first visit, we follow up and have an incredibly high be-back rate for our prospects. When customers show up for their appointments one of our sales people will great them and since we have an open-floor program they will work with one of the men or women in the showroom. Our BDC team will bring out the quote sheet to the sales person so they know exactly what they are working with for that customer. Again, straightforward, no games. AutoUSA: Do you use independent lead providers? JD: Working leads is what a BDC is all about and leads from independent sources are critical to our prospect flow. AutoUSA leads have been a part of our program for two and half years now and we consistently close 10% or more of those leads. Naturally we also generate leads from our own website, and classified posting sites like AutoTrader and others. AutoUSA: What types of marketing and advertising do you do to increase web traffic? JD: We do all the traditional advertising channels but believe that an active social media program begins in your own backyard, so we are especially engaged with local activities and sponsorships. We sponsor a youth baseball team and have a dealership billboard in the outfield, hold a premier sponsorship position for a local concert series and provide token gifts at these events. Additionally we are active with the Chamber of Commerce and the annual fund raising Cancer Run and provide vehicles for these events when needed. Ettleson Hyundai also has a very comfortable showroom and waiting area which has been remodeled within the last two years and we are an Equus Certified dealer offering those customers a five year, 60,000 full service program which covers all maintenance except tires. We also provide pick-up and delivery for Equus owners. We also offer free wi-fi, a child play area, big screen television and of course refreshments including coffee, water, soda, cookies, crackers and even juice boxes for the kids. Sales team members go through a specific delivery protocol to show new Hyundai owners how to sync their Bluetooth devices with the vehicle and explain our blueLink program (similar to OnStar). We help them register for this program which provides three years of worry-free Assurance coverage. I feel our real strength is being open and honest with our customers and thats a strong differentiator between us and the completion. We do it the right way and make sure the customer understands every aspect of the purchase and finance transaction. http://www.4hyundai.net/The Article J.D. Wilson | Ettleson Hyndai appeared first on Automotive Digest.
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