William Becker
09-01-2010, 02:52 PM
The submission of an internet lead is the first step along the trust continuum. Here, the customer is an arm’s length away. She has submitted her lead to multiple dealers and is in a position to evaluate the response from a distance.
Specifically, the customer has asked for a price quote. Of course, you give her one -- a multi-vehicle price quote offering used car alternatives for a new can inquiry and new car alternatives for a used car inquiry. What you do next is key: get on the phone within 15 minutes of lead arrival if the phone number is present, or email a request for the phone number (in 15 minutes) if it is not. That kind of quick, comprehensive response sets you dramatically apart from your competitors, who on average, do not even respond to 25% of all leads and whose average response time on those that are responded to is over 5 hours.
When the customer accepts your call, she has signaled that she has built enough trust in you to give you a full hearing. She is ready for you to prove to her that you can best serve her needs. So be sure to have a well thought through phone script. Then you can use the quote as the focus of your conversation on which of the new or used car alternatives does the customer find most interesting. The first call is your opportunity to demonstrate your product knowledge, to cover the key issues, and to set the appointment.
With effective salesperson follow-up over a minimum of15 days, an optimal end-to-end customer experience and an optimal process will drive sales results.
Specifically, the customer has asked for a price quote. Of course, you give her one -- a multi-vehicle price quote offering used car alternatives for a new can inquiry and new car alternatives for a used car inquiry. What you do next is key: get on the phone within 15 minutes of lead arrival if the phone number is present, or email a request for the phone number (in 15 minutes) if it is not. That kind of quick, comprehensive response sets you dramatically apart from your competitors, who on average, do not even respond to 25% of all leads and whose average response time on those that are responded to is over 5 hours.
When the customer accepts your call, she has signaled that she has built enough trust in you to give you a full hearing. She is ready for you to prove to her that you can best serve her needs. So be sure to have a well thought through phone script. Then you can use the quote as the focus of your conversation on which of the new or used car alternatives does the customer find most interesting. The first call is your opportunity to demonstrate your product knowledge, to cover the key issues, and to set the appointment.
With effective salesperson follow-up over a minimum of15 days, an optimal end-to-end customer experience and an optimal process will drive sales results.