The most progressive (and profitable) dealerships recognize that the customer experience they offer plays a huge role in their success.
Those dealerships rarely settle for “Good Enough™” and are constantly questioning and adjusting things as they invest in improvements in their people, processes, and technology solutions.
Maritz helps dealerships develop an Internet sales process that goes above and beyond by training their sales and BDC teams to consistently deliver an amazing customer experience for the many Internet leads they receive each month.
Tips for Increasing Internet Appointments and Close Rate
Implement these actionable tips to grow your market share and increase your Internet close rate in 2025 and beyond!
- Improve your responses
- Recognize the customer’s history with the store. Thank your previous customers when you’re following up on the new lead they just submitted. People love to be recognized and appreciated.
- Understand your lead sources and adapt your emails appropriately. Focus on sources your customers know, like TrueCar and Autotrader, but avoid including generic things like “3rd Party Lead” or “Dealer Website.”
- Ask more (and better!) questions so you can understand them better and move the conversation forward. Develop ways to go beyond “Have you bought yet?” and “When can you come in?”
- Always link to the VDP of the vehicle you’re selling. Your customers are shopping and may not remember the truck they saw on your website. Make it easy for them to see your vehicle.
- Get past your team’s “I Can’t” and “I Won’t” objections to video and start recording videos to merchandise your inventory and build rapport with customers. Learn more about how to embrace video here.
- Use your tools. Find a tool that helps you deliver on promises like “I’ll let you know when I have something like that available.” Your CRM or Inventory Management tool may be able to help with this.
- Provide vehicle alternative options in your phone and Internet lead follow up. Customers aren’t always locked in on the first vehicle they ask you about.
- Analyze and adjust
- Check and update your website content regularly. Are your specials accurate? What about your staff page? Do your vehicle descriptions read correctly?
- Evaluate your sales calls. Take the time to listen and find opportunities. Is your team making a great first impression? Are they answering questions, securing contact information, and prompting a showroom visit?
- Keep it going
- Stay in the game by continuing to follow up with new leads for 180 days. No, you don’t need that many phone calls, but a properly configured CRM will ensure this happens.
- Meet your customers in the service drive. Your CRM may have a report to help with this, or someone in the Service Dept will be able to help out.
- Build a strong Internet team. Fill it with team members who follow your process. It’s difficult to build an effective team, but they’re your leads opportunities and should go to employees who meet your expectations.
What About Internet Price? Every Customer Wants to Talk Pricing
You’ll notice we don’t mention price at all in our tips, and that’s true of our work with dealerships on the Internet Sales Coach program.
We work to help your team deliver an elevated Internet buying experience, and would certainly prefer to help you sell on value instead of lowering your price. (You’ll have to talk price eventually, but let’s focus on engaging, setting appointments, and driving showroom traffic through great outreach first. We want to set your sales team up for success.)
Maritz Internet and Sales Training Helps Your Dealership Team Go Above and Beyond
We hope the suggestions above start some great conversations at your dealership, and we’re here to help your team if you’ve got questions about where to start with some of those topics.
We’ve been helping dealers build great teams, update and expand their processes, and take full advantage of their technology partners for more than 10 years.
We provide live coaching sessions, ongoing evaluation of your team’s efforts, and weekly video breakdowns of your team’s wins and challenges with showroom, phone, and Internet opportunities.
Our Internet Sales Coach program has helped hundreds of dealers set more appointments and sell more leads, and we’d love a chance to discuss what your dealership needs and how the Maritz team can help.
Learn more about Internet Sales Coach and contact us today to start helping your team go above and beyond to dominate your market.
