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Reeling in the Internet Customer

You�ve baited the hook with great advertising that lures the customer to your web site�

You�ve spent thousands of dollars on computer systems and if you�re really serious, you�ve got high speed access at your dealership. You may even have an Internet Sales Manager to answer your e-leads. Then it happens: �You�ve got mail!� What occurs next varies, but in too many cases here is what the customer experiences:

Over half don�t get a response at all
Of those who get a response, only 30% are contacted within 2 hours
Of those who are contacted, few are given the information they requested without agreeing to visit the dealership

This type of response is a waste of one of the biggest opportunities in our industry. But in order to capitalize on this source of business, you must be willing to provide the customer with timely, honest and up front information. This includes:

A response within the same business day. The sooner the better! And don�t rely on auto responders. Customers prefer a personal touch.
A detailed reply with specific answers to the questions in the e-mail. This includes availability and price (based on appropriate disclaimers).
Personal contact information from the salesperson

Research indicates that closing percentages improve 3 or more times for those who apply these simple strategies to e-leads. Slow responses and indirect approaches are not conducive to bringing customers out of the sea of internet shoppers and into your dealership. So link your e-mail site to a pager or direct phone dialer and offer a straight forward approach to information requested on-line. You�ll be surprised at how many more sales you�ll hook each month.