I wouldn't get discouraged however we are in the world of non verbal communications especially dealing with the process of gathering information for a vehicle purchase. Hammering the phones and trying to get them on the phone is going to be a challenge within itself.
The best way to do it is make sure your content is clear, effective and most importantly information related. This can start with your website & making sure these 3 fine rules are in place: Where am I? What can I do here? & Why should I do it?
As we all hear the joyful phrase "Content is King". Take a step back and think as a consumer. What information are you looking to get from the dealership regardless if it is a Quick Quote, Vehicle Availability Request, Credit Application, Value Your Trade? Having that content readily available to the consumer is a big key to your online success of an appointment.
One of the biggest fails I am seeing more and more each day is the over abundance of templates. SAME OLD SAME OLD SAME OLD.. Make it more personable! It doesn't take much to type up a few sentences with the vehicle information they information they are looking for. Provide alternatives of other vehicles that are comparable to what they are looking for and minimum of 2 pre owned vehicles.
If you have 4 Internet Sales Reps are you depending on them to do all the follow ups or are you in charge of that? Once you hand over the lead to them after making contact are they followed up properly or solely depending on templates that are pre generated to be sent out?
I have noticed Trade In Pages are a big generator as that seems to be the most difficulties that customers experience "Getting the best value for their trade". I agree with Chubbard above, dig into those analytics!
