How much of the conversation inside your dealership includes a question along the lines of, “Why don’t we have good leads anymore?”

Big Time Advertising founder and CEO Terry MacCauley pointed out that sales teams often chalk up poor performance to bad leads, but he said it is rarely that simple. Before offering seven recommendations to help the situation, MacCauley identified five reasons why internet leads go cold, including:

  1. Slow follow-up: MacCauley acknowledged time is everything.

“Responding within 10 minutes triples your chances of getting the customer in the store,” he said.

  1. Generic messaging: MacCauley noted that online shoppers usually have completed plenty of research.

“If they receive cookie-cutter replies, they lose interest fast, like immediately with one bad reply,” he said.

  1. High competition: Not necessarily a new trend here, but MacCauley pointed out these shoppers are comparing dealerships.

“We have got one shot to stand out,” he said.

  1. No nurturing process: MacCauley mentioned many salespeople expect a quick close and vehicle delivery.

“But digital shoppers need follow-up, education, and reassurance before they are ready to buy,” he said.

  1. Lack of training: MacCauley explained that internet leads are not like walk-ins who might have just arrived at your store.

“They demand different follow-up techniques, a solid CRM game, and a better understanding of online buyer behavior. Most teams have not been trained to handle that,” he said.

And what happens when these five characteristics are present at a dealership?

“This creates a cycle where salespeople blame the leads, and managers report to owners, partners, vendors, spouses, or anyone who will give them sympathy that the campaigns are not working. But that thinking can cost a dealership tens if not hundreds of thousands of dollars in missed opportunities,” MacCauley said.

Before operators throw up their hands in frustration, MacCauley offered his top seven “non-negotiable” suggestions that he believes will make a difference with internet leads. They include:

  1. Timely follow-up

—Respond in under 10 minutes every time.  DEMAND IT.

—Set up automation alerts or staff rotation to ensure leads are never ignored.  If someone shirks the responsibility, they lose the privilege for a set time before cycling back in.  Create a culture that ridicules slow, poor follow-up.

  1. Personalized contact

—Mention specific models or pages the customer viewed.

—Tailor the conversation to their needs. No one wants a robot response.  If they inquired about a Red 2022 Hyundai Sonata, respond about the exact vehicle with excitement and eagerness to meet their needs, not ours.

  1. Multichannel communication

—Do not just email. TEXT, call, DM, or whatever the customer prefers, not what we prefer because it is easy.

—Stay consistent with messaging and always keep it moving forward.

  1. Test drive invitations

—99% of people want to drive before they buy.

—Offer this early and often. That alone can close the deal.

—This step in the road to the sale is skipped at a catastrophic, embarrassingly high level.

  1. Build real rapport

—71% of buyers purchase because they like and trust their salesperson.

—Do not rush. Closing rates jump from 6% to 57% when you invest over 100 minutes with the customer.

—I think we all should re-read those last two bullet points.  The first is my #1 go-to tenant of being a professional salesperson.

  1. Better tools, better training

—Train on CRM follow-up, digital behaviors, and lead tracking.

—Prioritize leads based on source and intent. Not all leads are created equal, but they all deserve attention.

  1. Use offers to spark action

—Promote events, test drive incentives, or even small perks like gift cards.

—Use urgency the right way with authenticity and with high value.

For more ideas to keep your store personnel motivated and other dealership strategies, visit Big Time Advertising online at https://www.gowithbigtime.com.