Pub. 11 2012-2013 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S F A L L 2 0 1 2 14 new jersey auto retailer P: 215-355-8000 voynowbayard.com The Northbrook Corporate Center • 1210 Northbrook Dr, Suite 140 Trevose, PA 19053 ACCOUNTANTS & MANAGEMENT ADVISORS TO THE AUTOMOTIVE INDUSTRY SINCE 1954 VOYNOW, BAYARD,WHYTE & COMPANY, LLP CERTIFIED PUBLIC ACCOUNTANTS Financial Reporting & Projections/Forecasts n Internal Control Design n Employee Benefit Plans n Tax & Estate Planning Lifo Inventory Applications n Cash Management & Budgeting n Management Advisory Services n Performance Evaluation & Cost Analysis n Buy/Sell Agreements &Succession Planning n Mergers &Acquisition s n Personnel Evaluation&Compensation Planning STEERING YOU IN THE RIGHT DIRECTION. Voynow 1/2.indd 24 2/9/12 1:17 PM What has changed, particularly in the last 15 years or so, is the amount of information available to consumers and the amount of thought and decision making that has already gone into a po- tential vehicle purchase before that consumer even sets foot into a showroom. In the late 1980s, when the Internet was hitting the mainstream, many business people considered it a threat. Now, it is a critical tool. Electronic retailing, or e-tailing, has changed customer behaviors and altered the sales process. Some dealerships still have a jaded view of new technologies, using it simply as a digital billboard on the information superhighway because they HAVE TO have a presence on the Internet. Others use the various digital tools available in much more robust and innovative ways. But becoming invested in the digital world goes far beyond sim- ply gathering customer email addresses and cell phone numbers and then calling it a day. Of course your dealership needs an at- tractive website and must communicate with both existing and potential new customers via email, phone and other means. But identifying how best to use the tried and true tools, as well as newer technologies, such as social media, can make a tremendous difference in converting contacts into vehicle sales. Can your customers schedule service appointments in the middle of the night, without having to speak with someone in the dealership? Have you maximized how your dealership appears in the various AUTO E-TAILING  continued from page 14