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Handling internet leads successfully usually requires moving the lead from the web, to the phone, to the store. Phone skills are very important since that is how you build raport and a relationship to bring the customer to the dealership.
I heard this simple question from a rep of mine a while back and it works GREAT to open up the conversation to set an appointment. Adapt this to your personality and it will engage your guest in a trial close and let you know where you stand. Remember, the road to any successful sale is to build value, build a relationship and overcome any objections.
After responding to the vehicle inquiry, get the guest on the phone confirm that you have the correct vehicle. Then simply ask them, “Are you the type of customer that would like to test drive the vehicle before making a selection or will you just handle everything over the web?”
The vast majority of customers will answer that they would like to “test drive the vehicle.” This is your perfect lead in to schedule the appointment. Respond, "Great, when would be a good time to meet up? Is tomorrow afternoon good or..."
Every once in a while some will answer “everything over the web” and if that is the case you can begin the credit application etc process according to your dealership policy. "No problem, we are one of the few dealerships who have a process to handle everything over the web for customers like yourself. To get started lets..."
It is a simple yet effective trial close. There are plenty others, let me know what works for you...