I have been hired by a store to get their internet department up to speed. I have been there for 4 and a half days now. I am Internet Sales Director, with an assistant.

Here’s what we have:

• Cobalt Website: http://www.dublinauto.com
• Cobalt ILM: 2 seperate accounts (one for GM and one for Nissan)
• InterActive Financial Marketing Group: CarLoan.com and Autoloan.com secondary leads
• Upbeat attractive assistant who is still young and not “in it to win it” yet (but would like to make more money - I think).
• GM BuyPower Leads
• Nissan Factory Leads
• 3 people in one office (covering everything from training to answering leads), 1 phone, 1 computer (and an old laptop with Windows 98 on it), 1 real desk, 1 table for the laptop (overgrown calculator), everyone almost has to stand up when someone needs to move (tons of interuptions)

Here is what I propose. (For the immediate time being - Other “freestyle” stuff to come when the basics are down)

• I would cut the Cobalt lead management tool (which is really Outlook with some extra features), especially since you have to log into two different ILM’s to answer leads.
• Implement iMagicLab since it is a user friendly tool AND I will not have to learn something new.
• Get rid of GM Buypower and Nissan Factory leads (at least for the moment) so I can can get some control over the tracking, ROI, etc. 
• Focus on Nissan at first because they will be easier than domestics to sell online.
• Get about 100 Nissan leads from AutoUSA for the Nissans we have in stock (cut off leads for vehicles we do not have)
• Keep the Second chance leads, but answer them myself, since the assistant can’t get control on the phone (the 400 beacon gets to the store thinking they can do what a 799 beacon can do - when they even come)
• Train assistant on notes we took in Dealer Synergys’ Internet Bootcamp
• Get assistant keeping an “objections log”. She will write down any objection she gets as to why a person can not come in to the store (I told her to do this the second day I was there - she has yet to do it). We will train on the objections, putting them in there proper category of the five reasons people go online to shop for a car.
• Of course there needs to be space to work
• My friend Jeremy from Hi Octane Solutions has found a great all-in-one Inventory Management Sysytem I intend to use.

Am I missing anything? Please respond. I will get this done one way or another. I just thought it would be neat to see this unfold on this site, so other’s can learn as well as myself.

Article originally appeared on TKCARSITES website under their “Best Practices” link here.

Calling a customer when they are still at the computer, perhaps even searching a competitor’s website, is the time that you want to contact them. Nothing shows “on the ball” and ready to “earn their business” better than an immediate call.

Be prepared with responses to each type of lead. If their request is regarding a specific new or used vehicle, know whether it is currently available according to the computer but note to them that you would like to “put your hands on it” before they drive out. Also, be prepared with alternative vehicle choices that are similar.

For new cars that were built with or without a list of options, there are two distinct methods, depending on the preference of the internet department.

Method one is to have a series of questions ready to gather information. Tell them that for accuracy of a quote you need as much information about what is a need, a desire, and other options or colors that can be added or removed. The looser they are with their specifications, the easier it will be to find them something in stock.

Method two is to be prepared with a minimum quote of the cheapest configuration that meets their needs. With this method, you want as little information as possible about their needs. Quote them on what is available (in stock, through ordering, or on a dealer locate) and set the appointment from there.

Tools such as Virtual Dealer Inventory can help people configure vehicles without the knowledge that the vehicle may not be immediately available. Most customers aren’t aware of how easy and fast dealer locating and even ordering can be.

One way or another, leave them by saying you’ll get the information they need and call them back. Then, get the information and call them back promptly. This immediate method of phone contact will increase the number of leads that convert to appointments.

Dealers such as Shreveport Honda Dealers and Temple Ford Dealers have proven that quick response and proper lead management yields better sales for their dealership.