Accessing the Internet and e-mail should become part of the daily processes in the dealership. Checking and responding to e-mail should become second nature, just like returning phone calls or answering fax requests. You should check e-mail at least twice a day, with larger volume dealers logging on at least three times a day. First thing in the morning and late afternoon are recommended. This schedule enables you to respond to e-mail sent the previous evening or early morning and those who used the Internet during the day at their office to inquire about a vehicle or service appointment.
Timing is everything.
The sooner you respond to your cyber-consumer, the better. These consumers have embraced Internet technology and expect you to do the same. Most cyber-consumers use this medium because of its anonymity. They usually do not provide their names or their phone numbers. This information gap tends to frustrate most dealer salespeople because they have been trained to phone their potential customers and get them into the dealership.