Sales Performance Coaching

Internet Sales Best Practices

A lead comes in, then what? What is the best approach to handling an Internet lead? With over 80% of your prospect base going online, handling these leads is vital to your survival.

You can break out your leads with what the buying cycle is doing in the market today. On average a new car lead takes 94 days to close. This can be broken out by the following:

• 94+ days: OEM leads
• 90-30 days: 3rd party leads
• 30-0 days: your virtual dealership

This is why your website leads have the highest closing ratio; most dealerships only have a short term follow up process for Internet leads. You will need to set up a process that never gives up on your prospects. By following these best practices, you can set your Internet department up for success:

Create a road map

You will need to chart out your process, step by step. This should take your sales processes from the floor and mirroring them online. This is because selling the car will never change; only the way we communicate will be different. Your communications will come from your lead management tool, so make sure the processes you create on paper can be set up properly inside of the technology solution you possess.

Fastest Time Wins

No matter what your Internet Department Structure and process is, it needs to be centered on time. The fastest time wins with Internet leads, so answer them, and answer them within 30 minutes.

Create a great first impression

Respond appropriately to make a great first impression. This can be accomplished by professional templates that sets the customers expectations, gets them kinesthetically involved, and answers their questions but leaves them wanting more.

Don’t ever give up

Be persistent. Never giving up will one of three things will happen, they will tell you their true objection, they will make an appointment when they are ready, or they will make an appointment just to get you off the phone. In addition, make use of your lead manager to send out weekly broadcast emails. These emails will capture the customer when they are ready to purchase the vehicle.

Management Accountability

Make sure your management is on board at the beginning but more importantly make sure they are measuring results and constantly improving the process. They will need to look at lost deals, spot check emails, phone calls, and timing.

By following these steps, you will build trust; answer the prospect’s needs and leave them wanting more. By responding quickly with professional templates your communications will result in a warm appointment, creating a win-win scenario.