Fixed Ops Journal - August 2017 - 35

ONLINE
continued from Page 34

significant traffic until last year, when
Silcox increased his spending with the
e-commerce vendor TradeMotion to include online advertising and marketing.
"Customers can put in keywords -
'Toyota parts,' 'Toyota brake pads,' 'Toyota starter,' 'Toyota alternator' - things
of that nature," Silcox says. "We've sold
to France, we've sold to Seattle, we've
sold all over. It's people hunting and
finding us."

Growing pains

"

"We've sold to
France, we've
sold to Seattle,
we've sold all
over. It's people
hunting and
finding us."

"

FIXED OPS JOURNAL

Eric Silcox, fixed
operations director, Ed
Morse Delray Toyota

At first, Silcox says, Delray Toyota's parts manager handled orders
from the parts website. When he couldn't monitor the requests fast
enough, he tapped the dealership's wholesale manager to step in.
Soon, both managers realized that the website was generating more
business than they had anticipated.
"It was hard for [the wholesale manager] to not pick up the phone
and not take care of a customer who buys from us every week to answer an email from someone from Colorado," Silcox says.
Meanwhile, the dealership was learning an important lesson: Online
shoppers move fast.
"We just couldn't answer these people back," Silcox says. "Most of
the time, they go with the guy who answers quickest with the best
price. If you're waiting three or four hours, you absolutely lost."
By last September, the website was generating $15,000 to $18,000 in
monthly revenue. But Silcox believed the website would be more successful if he assigned a staffer to concentrate on online parts customers. He created a full-time position in January, and the results were
nearly instantaneous.
"Our inquiries have doubled," Silcox says. "We've added just tons of
new clients from Miami alone, which is local for us."
The new employee, who has a background in logistics, is responsible
for answering online quote requests, packaging parts and shipping
them promptly. Sales on the website now exceed $20,000 a month.

Hiring help

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Once a parts website achieves sales of $35,000 to $45,000 a month,
Getzler says, the site needs its own staffing to keep the operation running efficiently.
Silcox advises assigning someone to the venture from the start. Chris
Galloway, the parts manager at Lakeland Hyundai in Lakeland, Fla.,
agrees. Six years ago, Galloway hired SimplePart to help the dealership
launch wholesalehyundaiparts.com.
"I brought a guy on from Day 1 to help with the site, and then we've
grown it," Galloway said. "I'm looking to put a fourth [employee] on
shortly."
Silcox aims to increase his site's sales to $30,000 a month. He recalls
how his dealership used to try to find parts customers.
"It was 100 percent hoping someone would call the store, having our
trucks out there, having wholesale guys going body shop to body shop
to body shop," he says. "We didn't go outside a 50-mile radius.
"Now, we have our own website and we promote it through publications and word of mouth," he adds. "Just treat it like it's a separate business, and you'll watch it grow." 

AUGUST 2017

PAGE 35


http://www.OEConnection.com/FOJournal http://www.wholesalehyundaiparts.com

Table of Contents for the Digital Edition of Fixed Ops Journal - August 2017

Fixed Ops Journal - August 2017
Contents
Need a lift
Tire track
Mobility devices
Times to recall
Slick trick
Fatal fire
Players club
Online parts
Lean inventory
Loyalty test
Patent pending
Open minded
Editor’s Letter
Service Counter
Legal Lane
Richard Truett
Feedback
Five Minutes With
Letters
Fixed in Time
Fixed Ops Journal - August 2017 - Intro
Fixed Ops Journal - August 2017 - Fixed Ops Journal - August 2017
Fixed Ops Journal - August 2017 - Cover2
Fixed Ops Journal - August 2017 - Contents
Fixed Ops Journal - August 2017 - Editor’s Letter
Fixed Ops Journal - August 2017 - 5
Fixed Ops Journal - August 2017 - Service Counter
Fixed Ops Journal - August 2017 - 7
Fixed Ops Journal - August 2017 - Legal Lane
Fixed Ops Journal - August 2017 - 9
Fixed Ops Journal - August 2017 - 10
Fixed Ops Journal - August 2017 - Need a lift
Fixed Ops Journal - August 2017 - Tire track
Fixed Ops Journal - August 2017 - 13
Fixed Ops Journal - August 2017 - 14
Fixed Ops Journal - August 2017 - 15
Fixed Ops Journal - August 2017 - 16
Fixed Ops Journal - August 2017 - 17
Fixed Ops Journal - August 2017 - Mobility devices
Fixed Ops Journal - August 2017 - 19
Fixed Ops Journal - August 2017 - 20
Fixed Ops Journal - August 2017 - 21
Fixed Ops Journal - August 2017 - 22
Fixed Ops Journal - August 2017 - 23
Fixed Ops Journal - August 2017 - Times to recall
Fixed Ops Journal - August 2017 - 25
Fixed Ops Journal - August 2017 - 26
Fixed Ops Journal - August 2017 - 27
Fixed Ops Journal - August 2017 - Slick trick
Fixed Ops Journal - August 2017 - 29
Fixed Ops Journal - August 2017 - Fatal fire
Fixed Ops Journal - August 2017 - Richard Truett
Fixed Ops Journal - August 2017 - Players club
Fixed Ops Journal - August 2017 - 33
Fixed Ops Journal - August 2017 - Online parts
Fixed Ops Journal - August 2017 - 35
Fixed Ops Journal - August 2017 - Lean inventory
Fixed Ops Journal - August 2017 - 37
Fixed Ops Journal - August 2017 - Loyalty test
Fixed Ops Journal - August 2017 - 39
Fixed Ops Journal - August 2017 - Patent pending
Fixed Ops Journal - August 2017 - 41
Fixed Ops Journal - August 2017 - Feedback
Fixed Ops Journal - August 2017 - Open minded
Fixed Ops Journal - August 2017 - Five Minutes With
Fixed Ops Journal - August 2017 - Letters
Fixed Ops Journal - August 2017 - Fixed in Time
Fixed Ops Journal - August 2017 - Cover3
Fixed Ops Journal - August 2017 - Cover4
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