In today’s fast-paced, digitally-driven world, car buyers are doing more research online than ever before. A well-handled Internet lead can mean the difference between winning a customer or losing them to a competitor. Dealerships that excel in Internet lead handling not only improve their appointment and closing ratios but also create lasting customer relationships. Here’s how to take your Internet lead handling process to the next level.
1. Speed is Non-Negotiable
Responding quickly to leads is critical. Studies show that dealerships responding within 5-10 minutes are far more likely to secure an appointment compared to those responding later. A rapid response demonstrates your dealership’s commitment and professionalism while keeping the customer engaged when their interest is at its peak.
Pro Tip: Start by reading the lead and look for clues to help you respond. Pay close attention to the lead details and any questions that the consumer asks.
2. Personalization is Key
Generic responses don’t resonate with today’s savvy shoppers. Take the time to personalize your communication by referencing the customer’s inquiry. Mention the specific vehicle they’re interested in and offer tailored suggestions or alternatives if their initial choice isn’t available.
Example:
“Hi [Customer Name], thank you for your interest in the [Year Make Model]! We have one available in your preferred color, and I’d love to set up a time for you to see it in person.”
3. Make Communication Easy with an Omni Channel Approach
Customers value convenience. Whether they prefer emails, text messages, or phone calls, adapt to their communication style. Modern CRMs can track customer preferences, helping you connect in the most effective way possible. That being said if you have not been able to make contact be sure you are using an omni channel approach and are using all methods of communication to engage your customers.
Pro Tip: Use SMS to answer quick questions and to confirm appointments, as many customers find texting more convenient than phone calls.That being said use the text and the email sells to sell the phone call where it is easier to build rapport and qualify customers. The phone is still the quickest way to the sale!
4. Provide Value, Not Just Information
A common mistake that I often see is BDC reps asking for the appointment before they have earned the write and then every follow up is when can you come in? for the appointment Customers contacting your dealership online are already informed. Go beyond the basics by offering value. Include detailed vehicle insights, financing options, or current promotions in your response. This positions your dealership as a helpful partner rather than just another car dealership trying to pressure them into buying something.
5. Build Rapport and Trust
Customers want to feel valued, not pressured. Introduce yourself and focus on building a connection. Active listening, empathy, and a customer-first approach can set you apart.
Pro Tip: Share videos or photos of the actual vehicle they inquired about to make your communication more personal and engaging. Ask me about a video tool that I highly recommend!
6. Set Clear Next Steps
Always guide your customer to the next step in the sales process. Whether it’s scheduling a test drive, discussing financing options, or sending additional information, a clear call-to-action keeps the momentum going.
Example:
“Would you be available this weekend on Saturday or Sunday to take the [Model] for a spin? I can reserve a time that works best for you.”
7. Follow-Up Consistently
Persistence is key when handling Internet leads. Many customers won’t make a decision after the first contact. Develop a structured follow-up process to stay top of mind without being overbearing.
Pro Tip: Create a follow-up cadence that balances frequency with value, such as sending educational content, testimonials, or market updates. Ask customers questions to engage.
8. Analyze and Improve Your Process
Measure your Internet lead performance regularly. Track metrics like response time, contact rate, appointment set and show ratio, and closing rate. Use this data to identify areas for improvement and refine your team’s approach.
9. Train Your Team Continuously
The automotive market is always evolving, and so are customer expectations. Regular training ensures your team stays ahead of the curve. Focus on key areas like communication techniques, CRM utilization, and product knowledge.
Final Thoughts
Effective Internet lead handling is a skill that requires a blend of speed, personalization, and strategic follow-up. By implementing these best practices, your dealership can turn more Internet leads into satisfied customers while building a reputation for exceptional service.
Start optimizing your Internet lead process today, and watch as more leads convert into appointments, sales, and lifelong customers.
Need help improving your Internet lead handling strategy? Contact us at Engaged BDC Solutions and Consulting for tailored solutions and expert coaching to boost your dealership’s success!
