1) Your not getting the lead in the first place or the lead is not received in a timely fashion.

When is the last time you sent in a test lead?
Did you get a phone call from another dealer trying to sell you a car? If so, maybe you are not the only one getting your leads. (some free sites have been known to do this)

2) Your dealership has no process in place for when leads come in.
How soon do you have to respond after the lead comes in?
What information is required in the response?
Is the response email, phone or both?
What are your additional follow ups and when?

If your store does not have a process in place then make it a propriety to develop one immediately. Even if you are the only one working the Internet leads having a process with keep you on track and focused.

3) You have a process and the process is not being followed.
Look at retraining personnel and/or new personnel.

Over the past several weeks I have secret shopped 10 random dealers on this very topic. Over the next few of my weekly blogs I will go into my findings in detail. I will not cover problem #3 above as you already know what to do there. Look out over the next few blogs as I sent in email inquires via the dealers website, Autotrader.com and Craigslist. The results will shock you, at least they did me! Stay tuned for the results or just to see if your dealership was one of the 10. In the meantime where does your dealership stand in regards to the three scenarios above? Be sure to leave your comments, feedback or questions and don’t forget to follow Liquid Motors on our blog, Facebook and Twitter today!

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