Take OWNERship of leads

Slalom Shop Boats & Yachts (Ranked 6 in 2006) sends all Internet leads to one e-mail address, which the owner, Darrell Wilson, monitors. So that he’s not tied to his keyboard, Wilson has his cell phone set up so he can receive the leads regardless of his whereabouts. “Internet leads are very time sensitive,” he says, “so we react quickly to the questions.” More than 50 percent of the dealer’s used boat buyers use the Web site to select a boat before they arrive at the dealership.

This best practice can also be found under the Internet and Sales Department categories.

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