Shetterly's 3 Laws of . . . Internet Leads

1) Don't Forget to Still Answer the Sales Calls Correctly: An inbound sales call on average is much more valuable than an Internet lead. Studies show that nearly 8 out of 10 shoppers who contact us from our web presence call us for that first contact. Just because Internet Leads might be easier to measure doesn't mean you can or should ignore needing great sales phone skills on your inbound sales line--online shoppers are going to call you, so be prepared to close them on an appointment!

2) Be Ready to Work for Your Money: The only fact you actually know about an Internet lead is that you got one. The email address might be wrong; the vehicle of interest might be the result by a bad shopper selection; the lead might be a prank (on your dealership or on the shopper); etc. Really, all you know for a fact is that you got a lead, so work it via email and phone until you are sure that you've done your best to get the information needed to reach the shopper. And then . . . CALL them, and text them, if you can. See the next rule.

3) The First Bird Gets the Worm: Any sale from an Internet lead will most often go to the first dealership to convert the lead to a good phone call. Of the 22% or so of online shoppers that do email you or send in a lead, email them back immediately what they want to know with calls to action, especially ones that will lead them to call you. And, if the shopper gave up a phone number in the lead or email, my successful rule is to also call them immediately--and with compelling reasons to talk to you and come in as soon as they can. Great phone skills still get you sales from the Internet, and likely will for some time to come.  Won't answer the phone?  If it's a cell phone, try texting them--it's a great way to start with many shoppers nowadays.

By Keith Shetterly,
Copyright 2011 All Rights Reserved

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Comment by Keith Shetterly on May 29, 2011 at 11:31pm
Nah, I don't mind at all.  I appreciate the interest in the topic!  And analogies--and humor--are great teaching and learning tools.  Have at it!  :)
Comment by Marsh Buice on May 29, 2011 at 10:11pm
Chris, your analogies are beautiful! I don't know how you can whip these up! I hope Keith is not mad we are hogging up his blog comments; my apologies Keith>
Comment by Marsh Buice on May 29, 2011 at 3:08pm

Chris, you know I am sensitive about my male pattern baldness :) Chris great, great advice on humanizing the customers; I think that is brilliant! I'm going to begin that.

With your analogy to fishing I love too! The internet is the pole, the reel is our website, the bait is the lure to attract our customers, and when the cork are our leads. When the cork goes under it is showtime. We spend a ton of money on the reel and the bait; we buy the smoothest reel and are careful not to have any backlash on the reel-we want it to cast as far as possible (SEO); and we buy the best looking,performaning lures in order to attract the "fish." When we have a fish on (lead) we let it sit in the water, and sit, and sit; and never reel it in. At that point the fish either thrashes about and gets off the hook or we may just luck out and reel a few in. At the end of the day (month) all we have is an ice chest with a few fish and are mad bc we just spent a small fortune with no results.

In short, if we are going to spend the money, we gotta reel 'em in. Can't clean the fish if you don't catch them :)


Comment by Marsh Buice on May 27, 2011 at 2:45pm
I will definitely check it out; thanks, Keith
Comment by Keith Shetterly on May 27, 2011 at 2:42pm
Thanks Marsh! I love the frog/prince point, and that is very, very true. You can find the rest of the laws at, if you're interested.
Comment by Marsh Buice on May 27, 2011 at 2:40pm
Keith, thanks for the post. You are right, be glad you have a lead; while everyone is outside waiting for an "up" at least you have a virtual up with which to work with. Yes, you have to kiss alot of frogs to find a prince/princess, but it is another opportunity.

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