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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 those 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

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Comment by Keith Shetterly on May 31, 2011 at 10:24am
Thanks Thomas!  All my www.ShetterlysLaws.com are meant to be that way, and I do use K.I.S.S . . . "Keep It Simple, Shetterly!"  :).
Comment by Keith Shetterly on May 31, 2011 at 10:23am

Great stat, Robin!  Nice to see you on here, are you going to DD11, too?

Comment by Thomas Ieracitano on May 31, 2011 at 10:01am

I love it, Keith !

We seem to think alike and use the K. I. S. S. philosophy.

Comment by Robin Beebe on May 31, 2011 at 8:12am
Keith, great laws to live by.  It's all about the appointment! Conversion of a lead into a showroom visit requires tenacious follow-up through multiple touch points.  Over 73% of our incoming calls are generated by our website and internet marketing efforts.
Comment by Tom Gorham on May 30, 2011 at 8:00am
Hi Keith, I love your laws and I plan to visit fullofshetterly.com.  I would add something to #2.  Show them why you're different.  Do something unexpected to exceed their expectations.  Do a walkaround video of the vehicle they desire and mention their name in the video.  Put it on YouTube and send them a link.  This can also help your SEO and Social Media Strategy while impressing a customer from the get-go.  If no phone number, it also gives you a chance to "talk" to the customer... you might be the only one.
Comment by Keith Shetterly on May 27, 2011 at 6:45pm
Ric, just visit www.fullofshetterly.com.  One of my readers suggested I create that site.  I owe YOU one, anyway.  :)
Comment by Ric McCoy on May 27, 2011 at 5:58pm
Great idea! Everyone should have one on their desk... I want a case of these to give to my ISM's.
Comment by Keith Shetterly on May 27, 2011 at 9:59am
I suspect Charles might present a challenge on #3 . . . ;).

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