How to survive as a female Internet Manager
There’s not too many of us who have worked in dealerships. Ladies, that is. According to Excelle only 12% of employees at dealerships are women. But, for a select few of us ladies, we’ve had the pleasure of working in the ridiculous, male-dominated world known as a car dealership.
I worked as an internet manager for a dealership with four stores. My roles included managing a team of internet coordinators who responded to car shoppers emails, phone calls and set up test drive appointments. I analyzed ROI of the internet department looking at 3rd party site and lead providers, maintained vendor relations, updated the websites of each store and managed all the social media. Here are a few survival tips:
1. Don’t get eaten alive
2. Be a sponge
3. Put your ego aside
1. Don’t get eaten alive.
It’s true, you will get beaten up, but always stick it out. You are always going to have old-school car guys that will doubt your abilities. Why? One, you deal with the internet and two, because you aren’t one of the guys. The old-school guys might be so mean you end up crying for a good 20 minutes. Get over it. You learn from the experience, you learn from their ignorance and move on. It’s not your fault that he doesn’t recognize your talent and that you are helping him sell cars. In my first week working in a dealership, I was told by the General Manager I wouldn’t make it a month. Funny thing is, I was the one to remove him from the system when he got fired a few months later.
2. Be a sponge
Be open to every conversation. Learn everything your fellow Internet colleagues can teach you by watching webinars and attending seminars. It will only help you in the future, believe me, and don’t stop there. Get out from behind your computer and listen to how your top salespeople sell. You’d be amazed what you can learn when you are out on the sales floor working with a customer face-to-face. Hang out with the fixed ops guys to listen to their ideas. Just be prepared to ignore a large number of inappropriate and sexist comments about everything. Thing is, when you are working with a bunch of dudes, you have to expect it.
3. Put your ego aside
You need to remember you are the Internet Manager, not the Dealer Principle of a 40 store group. Your great ideas will get shot down, however, with a bit of persistence you’ll get some improvements pushed through and you will make a difference. Take pride in that.
Working in a dealership is not for the faint of heart. But if you can hack it, you’ll learn a lot and have a great, crazy time along the way. If you’ve ever worked a day in a dealership, you know there is never a dull moment.
