Internet Quote Requests
Q. What is the best way to follow up on Internet quote requests?
A. Internet leads are a great source of additional business. Since customers usually shop at four to six web sites before requesting a quote, you should give these requests serious consideration.
Internet leads can be generated from a manufacturer site, a dealership site, or a third- party site such as autotrader.com. Many dealerships use an auto responder to send immediate thank you notices to their Internet prospects. Some dealerships are also investing in an intelligent terminal, or wireless web. in order to best serve their Internet customers.
Internet requests need immediate attention. Imagine the first impression you would make if you responded while the prospect was on line! The best practice is to respond within an hour of the inquiry; a 24-hour turn around is the minimum requirement.
Track the number of replies to your auto responders. You will need to adjust the wording until you obtain an acceptable response level. Ask your clients, vendors, and consultants to help you “field test” your e-mail letter until you get it right.
82% of Internet customers want an e-mail response to their inquiry. During your first communication with the customer, be sure to ask about their preference for future communications, and ask permission to telephone the prospect.
The operative word with the Internet is follow up. Studies have shown that there are two peak sale periods after the prospect’s inquiry. The first peak period is two weeks after the price quote; the second peak is seven weeks after the quote. The sales consultants who give up after the first contact with the prospect are clearly missing an opportunity.
When you discuss price with an Internet shopper, remember to talk about how your particular dealership can enhance the experience of owning this vehicle. Accurately describe your dealership’s sales process. Emphasize the training dealership personnel receive to ensure exceptional customer service. Most customers want good service and are willing to pay for it after the sale.
Finally, keep in mind that courtesy goes a long way when you are on line. Respond promptly to inquiries. Provide complete information. Ask about preferred communication methods and then honor them. Your consideration and follow through can mean the difference between you making a sale and someone else getting it.
For more information about how to conduct Internet business, call our office and ask about our new sales training program, “Keys to Success – Web to the $ale”.
RV Executive Today, January 2002, p. 29.