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So it’s interesting to me when I hear from salespeople who have different expectations from their Internet leads than they do from their showroom guests.
Take the classic on-the-lot objection, “I’m not looking,” or “I’m just looking but not buying today.” When a customer visits a showroom and a salesperson hears that phrase, what is the proper response? Get angry? Refuse to help that customer? Pass them off to a co-worker? Of course not. It’s pretty well accepted that “I’m not looking” is code for “don’t pressure me,” and it’s the first objection we train our salespeople to deal with when they start their career.
In such a situation, it’s generally accepted that the salesperson should immediately set the customer at ease. Acknowledge that it’s OK for the customer to just look, and offer to be a resource for them. It doesn’t mean that the customer won’t buy on that visit or that you won’t ask for the sale when the time is right—but they’ve told you the time isn’t right yet. So you work the process, build value in yourself, the dealership and the vehicle of interest, and take them as far as you can during their visit. And if they leave after your best efforts? Be friendly, offer to help with whatever they need going forward, then follow up, follow up, follow up.
Now, let’s say that a salesperson is sitting at their computer looking at a response from an email sent to an Internet lead. They read “I’m not in the market,” or “I’m just doing research right now, I’m not planning to buy for a while.” The salesperson rolls their eyes, complains that they shouldn’t have gotten the lead, and immediately closes the lead out. That’s the equivalent of a lot drop after the greeting.
Why would they treat that Internet lead any differently than a showroom customer? Here are a few reasons why the response should be the same:
When faced with objections from Internet leads, some salespeople tend to give up more quickly than they would with a walk-in. But if they invest the same time and effort as they do with showroom customers, focusing on working the sales process and earning the right, they’ll get results. Make the customer comfortable, offer to be a resource, bring them down funnel, and Internet lead conversion rates will improve.
What tips do you have for the “I’m just looking” or “I’m not in the market” objection? Do you think the same tactics that work in the showroom are successful with Internet leads?