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, keithshetterly@gmail.com
Copyright 2011 All Rights Reserved www.keithshetterly.com
www.twitter.com/keithshetterly
www.youtube.com/keithshetterly

www.shetterlyslaws.com

Views: 33

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

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 www.shetterlyslaws.com, 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.

Latest Activity

Dave Anderson's blog post was featured

Four Steps to Productively Process Disappointment

Disappointments are a fact of life. The question isn't whether we'll experience them, but whether…See More
4 hours ago
Dave Anderson posted a blog post

Four Steps to Productively Process Disappointment

Disappointments are a fact of life. The question isn't whether we'll experience them, but whether…See More
14 hours ago
Sally Whitesell's blog post was featured
yesterday
Bill Wittenmyer's video was featured

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't providing.
yesterday
Simon Hopes posted a blog post

American Made New Ford Trucks for Sale!

This is a unique time in history because we are witnessing the rebranding of America on the global…See More
yesterday
Bill Wittenmyer posted a video

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't provid...
yesterday
Michael Trasatti posted a video

How to Work With Millennials

Mike Trasatti shares his thoughts about hiring and working with Millennials in this video blog.
yesterday
Jim Flint posted a blog post
Friday
Sally Whitesell posted a blog post
Friday
Lehel Reeves posted a video

How Video Leads to More Sales

Lehel Reeves shares why consumers prefer video and how dealerships can lose sales if they fail to provide it.
Friday
Courtney Evans posted a blog post
Friday
Dave Anderson posted a blog post

Develop More Mental Toughness and Killer Instinct

No matter what level you're at, whatever your role, whatever your sport, if you're committed to…See More
Thursday
Damian Boudreaux posted a blog post

Our Monthly Webcast

We’re back with…See More
Thursday
DealerELITE posted a blog post
Oct 9
Bill Wittenmyer posted a video

#WittsWiseWords: Don't Let Your Ego Get in the Way of Your Paycheck

The best way to grow your team and grow your paycheck at the same time? In this edition of Witt's Wise Words, Bill Wittenmyer says keep your ego in check wit...
Oct 9
Dave Anderson posted a blog post
Oct 8
John Sternal posted a blog post

5 “Spooktacular” Lease Deals for Halloween

Swapalease.com Compiled 5 Most Reasonably Priced Automobile Leases Around the…See More
Oct 8
Scot Eisenfelder posted a video

Why Creativity Can Lead to More Service Revenue

Scot Eisenfelder explains how creativity can help dealers capture more service revenue from recalls.
Oct 4
Mike theCarGuy Correra posted a video

Are You Forgetting Your Dealership's Google My Business Page?

Account Manager Mike Correra explains why dealerships shouldn't neglect their Google My Business page in this video blog.
Oct 4

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service