Where car sales customers really come from

Internet leads: speed wins

When a shopper submits a lead, they've usually sent it to several dealerships. The salesperson who responds first, with a real answer and a reason to come in, usually gets the appointment. Aim for five minutes. Answer their question, confirm the vehicle is available, and offer two appointment times.

Phone-ups: sell the appointment, not the car

A phone-up is a shopper calling about a vehicle. The goal of the call is an appointment, not a price negotiation. Get their name and number early, answer what you can, and give them a reason to see the car in person.

Follow-up that brings people back

Most customers who leave without buying will buy something within weeks, often from whoever follows up best. Give every customer a reason you'll be calling, then call. Mix calls, texts and short videos of the vehicle. Keep it helpful, not pushy.

The service lane

Customers waiting on service often drive older vehicles with growing repair bills, and some have equity they don't know about. Walk the service drive, introduce yourself, and offer to look up what their vehicle is worth. Many stores have tools that flag these customers.

Past customers and referrals

Every car you sell is a future trade-in and a source of referrals. Stay in touch on birthdays, purchase anniversaries and service visits. Ask for referrals when the customer is happiest: at delivery.

Your personal brand

More salespeople are building a business within the business: their own social presence, their own reviews, their own CRM, and their own website. Customers you bring in yourself follow you to any store. Tools like AutoLister Pro (founded by the author of The Green Pea Playbook) help salespeople list inventory on Facebook Marketplace and run a personal website.