1. Assure the total buy-in of all Departments and Management including Sales, Service, Parts, Finance and Accounting.
2. Assign and train a team of Internet specialists
3. Organize the reception of internet leads to assure timely follow-up of all leads as quickly as is humanly possible
4. Build several effective templates of e-mails to simplify the contacting process. Make it personal and warm, not too business-like
5. Follow-up based on the manner preferred by the guest but be prepared for e-mail to be the dominant first contact method
6. Use e-mail to set up the phone call in order to get and appointment
7. Maximize your phone call effectiveness. Setting appointments is the single biggest key to internet success
8. Follow-up as necessary. Don’t be obnoxious, but look for reasons to follow-up instead of reasons not to. It may take a little longer than normal to sell this type of guest.
9. Track your effectiveness. At least these five items need to be tracked on a daily basis:
Number of Leads Received
Number of Contacts Made
Number of Appointments Made
Number of Sales Made
Gross Profit, both Front-End and Back-End
10. Advertise your web address in every place imaginable
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