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Catching up with my reading on DrivingSales.com yesterday morning, I came across a post called "The Secret to My Success." (I also tweeted about it with the comment "Shh...it's 'answer the leads' - don't tell anyone!")
I was astonished to see some of the facts and figures in there, including:
Better than you might expect, actually, but there's still opportunity being missed left and right. It's been a while since we've discussed best practices, and it's time to revisit that.
We train dealers on how to work our auto finance leads using the 14-Day Quickstart when we bring them on board. It's been nicely encapsulated in a video on our YouTube channel called "Top 5 Best Practices for Follow Up."
Selling a car to a consumer who has reached out to you for help via the Internet is pretty simple when you get down to brass tacks: make contact & get 'em in. Your inventory and your skill as a consummate automotive sales professional will do the rest.
Because you're all consummate professionals, right?
In that case, it's making contact and setting the appointment that becomes the key to success -- just like Jim Bell said.
What are you doing to make sure your team is working the leads, and doing it the right way?