One of the greatest challenges for dealers trying to master the internet is getting over their own preconceived notions about what internet sales entail.
As I’ve been writing throughout this this 7-part series, internet sales are not hard; they’re not mysterious and they’re certainly not anything to overthink. My hope has been to detail in plain language how you and your sales managers can stop overthinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to set more appointments that show-up and buy today:
Simple Strategy #7: The First Call Should Be the ONLY Call
The Problem: Our teams expect to make more than one call to schedule an appointment that shows; because, as we learned in Simple Strategy #4, they’re treating leads like requests for information instead of like orders. This means when they do reach someone, or someone calls them, they immediately go into “information mode” or worse, “helper mode.”
In information mode, they vomit information all over the prospect. The prospect that has already completed nineteen hours of research, looked at more than twenty different source of information and has chosen our car from among the millions for sale online. All we can do now is tell them too much… just enough so that they do not need to come in.