When I first started working closely with dealership internet teams in 2003, I was surprised whenever a traditional sales manager took any interest at all in their activities.
Back then there were two primary types of managers heading up a store’s internet efforts: There was the “guy who was good with computers” and there was the “nice guy salesman we don’t want to fire.” As a rule, the managers at the desk wanted nothing to do with that team.
That was unfortunate, because today many of those same managers still view their internet sales as some mysterious function far outside their ability to comprehend. Of course, if you’ve been reading this series, you know the truth is that internet sales are not just relatively easy to master; they are so easy to master that they’re actually kind of boring.
In this 7-part series, my hope is to detail in plain language how you can stop overthinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to start setting more appointments that show and buy today:
Simple Strategy #4: Treat EVERY Lead and Call Like an Order – because they are
The Problem: Most dealers respond to leads as if the lead is merely an attempt for more information. This passive communication keeps the prospect in control.
The Reality: The consumer selected your dealership & selected this vehicle from among the millions online today because they are ready to buy. The consumer has spent 19 hours or more online before they ever submitted that lead – they are ready to buy; don’t blow it.
The Solution: When you start to treat leads like orders, you’ll find yourself responding differently – more proactively, if you will. So, that’s the first step: Look at every lead as if the customer is trying to place a firm sales order. Believing this, you’ll be more likely to: