The old adage “You can lead a horse to water, but you can’t make them drink” is never more prevalent than when it comes to training at the dealership. It’s not every day we find the next Jeremy Lin at the dealership.
We at DealerKnows see salespeople and Internet specialists given many resources to improve their performance, from the best technology to continuous training. However, even with all of the tools provided, that does not guarantee that people will do everything that is being asked of them.
Most need ongoing reinforcement. Ongoing reinforcement doesn’t mean more training or more tools, but, instead, more (read: better) management.
One area we see dealers falling short: handling their Internet leads. The reason management doesn’t know how to improve lead management is because few know what they should be looking for.
Since much of our time is spent monitoring and coaching lead handling as it is one of our primary services (through our TaskTeacher tool), we’ve identified six essential elements necessary to ensure quality lead management is being conducted by dealership staff.
Here are six key elements you should be reviewing on every lead inside your CRM to ensure a consistent follow-up approach.