How to convert a Web lead into a walk-in customer
Three ways you can succeed at responding to Web leads.
By Bob McCann, Channel Blade Technologies

I often go mystery shopping on the Web on behalf of OEMs. I get to see the good, the bad and the ugly in terms of lead management and follow-up, and I use that evidence to help Channel Blade dealer clients implement best practices and stay away from major deal breakers.

For example, I once submitted a request for a price quote to 10 dealerships representing the same brand. The results were astonishing. First, I only received four responses. Second, only two of them answered my question and last but not least, one of the two sent me a 10-paragraph e-mail of endless rambling - seven days later. Would you still be interested at this point?

I've compiled three tips for you to ensure you don't fail to capitalize on a Web lead the way these dealers have.

1. You snooze, you lose.
More than 60 percent of prospects research their purchase online, visiting as many as seven Web sites. In this context, your Web site can be a powerful sales-driving tool.

When a customers walks into your dealership, you stop whatever you're doing and make sure not to leave them hanging. Web leads should be given the same prompt, undivided attention. It's just another way of talking to customers.

In this case, it is especially important to be responsive because you're competing with other dealers online. The good news is that most of them will not respond. In fact, nearly 60 percent of online leads go completely unanswered, so this is your chance to shine.

When you receive and e-mail inquiry, respond promptly. I'm talking about measuring response in minutes - not hours. I suspect you wouldn't make a customer wait in your lobby for more than a few minutes without saying hello. Why treat Web leads any differently?

Start by setting a Web lead response goal of 120 minutes and implement a plan of actin to reduce that number over time.

2. Save the e-Pitch and get to the point.
It can be tempting to start selling a boat or negotiating a deal using e-mail but beware. Research shows that there is a 50 percent chance that the recipient will misunderstand your intended message.

E-mail is an effective tool for initial information gathering, but once prospects have initiated contact, you should pick up the phone to further engage and get them through the door. When you're on the phone with a prospect, he or she gets to hear your words, as well as the pitch and volume of your voice, which both carry attitude and tone.

When you write an e-mail, you hear the tone in your head, but no matter how many exclamation points and upper case letters you use, your prospect doesn't hear what you're really saying. Are you helpful or pushy, subtle or bold, casual or formal? Chances are that your attitude and tone are lost in translation. When all is said and written, the odds are your message didn't get across or worse - the prospect misunderstood you or is frustrated because all he or she wanted was a simple answer to a question.

Your e-mail response is an "electronic handshake." Thank the customer for inquiring, briefly and directly answer questions and set the stage for a phone call. If the inquiry includes a phone number, mention that you will call them to answer any further questions they may have. In terms of time frame, I suggest specifying a general time of day on the date you send the e-mail, such as "this morning, afternoon or evening," based on their preference if they've specified it in their form. If the inquiry doesn't include a phone number, indicate your interest in calling them to further assist them and offer your direct line as an alternative.

If you want to fully leverage the power of the Web, always respond to inquiries, be prompt and to the point, and create the opportunity for a phone call to get prospects in the showroom for a scheduled appointment. The good news is that you can leverage proven, affordable lead management solutions to automate portions of the sales process and foster customer relationships. At Channel Blade, we find that successful dealers - small and large - rely on these easy-to-use processes to do the heavy lifting and generate Web-based, incremental traffic and sales.

3. Keep your ears open, listen effectively and ask engaging questions.
Once on the phone, you have two goals: begin building a relationship and secure an appointment at the dealership. Most people think they're good listeners when, in fact, they mostly pay enough attention to be able to phrase their comeback remark - a sure way to annoy your prospect right off the bat.

Listen intently to the words as well as the pitch and volume of the voice. That way, you can read between the lines and respond to any concerns or desires. When answering prospects' questions, be direct and to the point with your answers. When the time is right, ask open-ended questions to engage them. Get them to talk about their motivations, boating experience, family size, extra-curricular activities, likes and dislikes of their present boat and any other models they are considering. Use these hot buttons to create the desire to take the next step and visit your showroom.


Bottom line, profitable businesses treat their Web site and resulting leads as gold - especially in challenging economic conditions. There is no magic, one-size-fits-all formula, but there are affordable solutions from industry-leading providers that can help you increase sales and profitability.

If a quick e-mail or phone call could yields a single buyer from the 60 percent of leads that go unanswered, wouldn't you invest the time to put these ideas to use? Once you have prospects on your turf, impressed with your quick response and helpfulness, you have the upper hand and a much greater chance to turn them into customers.


Bob McCann is the Direction of Education at Channel Blade Technologies, an online lead management solutions provider. You can reach the company at www.channelblade.com or (866) 233-8300.



Reprinted with permission from Boating Industry magazine.