How to Close More Car Deals with Internet Leads

Do internet leads keep slipping through your fingers before you get them in the showroom? For today’s car salesperson, internet leads are the new walk-ins. The difference is, when a customer used to step onto your lot, you were often the only dealership they were talking to. Now, when they click “request info” online, that same lead often gets blasted to multiple dealerships in seconds. Suddenly, instead of competing for their attention in person, you’re one of half a dozen salespeople fighting to stand out in a crowded inbox.

The result? Customers get bombarded with the same tired template replies. “Thanks for your interest, let me know if you’d like to come in.” Nothing about that response makes the buyer stop and think, “I want to talk to this person.”

That’s where the strategies taught by veteran trainer Gerry Gould come in. With the right approach, internet leads don’t have to be a dead end or a race to the lowest price. Instead, they can become one of the most consistent sources of car deals—if you know how to manage them correctly.

This article will break down how to use creativity, authenticity, and process to transform internet leads into showroom visits and, ultimately, signed deals.

Key Takeaways

• Generic templates kill your chances—personalization wins.
• Videos, photos, and real proposals separate you from competitors.
• Handle “sold” vehicles with alternatives instead of losing the lead.
• Confidence and a repeatable process help close more deals.

Why Internet Leads Are So Competitive Today

If you’ve worked even a few days in sales, you already know this: internet leads aren’t “exclusive.” In fact, one customer’s request often gets sent to every dealership in a 50-mile radius.

Let’s walk through a scenario. A buyer goes online and clicks to request more information about a Toyota Tundra. Do you think they only sent that request to your dealership? Not a chance. More likely, their inquiry went through a lead-generating platform that automatically fired it off to five or six Toyota stores in the area.

What happens next? Every dealership hits “reply” with the exact same template. The customer now has five identical emails in their inbox, and the only difference is the name at the bottom.

When you’re part of that process, you blend in. And when you blend in, the customer only has one way to choose—price. They don’t care about your dealership, your experience, or the value you bring. They only care about who can give them the lowest number.

But imagine this instead: the customer clicks your email and finds a personalized message with a proposal, photos of the car they’re interested in, and even a short video introduction from you. That message looks different. That message stands out. And that’s the beginning of a real sales conversation.

How to Close More Car Deals with Internet Leads

Step 1: Personalize Every Response

The first and most important rule: never, ever send the same template that every other dealership sends.

Start by thanking the customer for the lead. A little gratitude goes a long way, and it sets a professional tone. Next, read and research the lead. Know what they’re asking for. Are they interested in a specific model, trim, or feature? If you don’t understand their request, you can’t respond effectively.

Now here’s the difference-maker: instead of replying with words only, send a proposal or worksheet along with a quick video introduction of yourself. Add real photos of the car they asked about—taken with your own phone, not a stock image pulled from the manufacturer’s website.

This approach shows effort. It shows you listened. It shows you care enough to do something different than everyone else.

Real-world example: Gerry Gould tells the story of a consultant who closed a same-day sale with this method. A customer looked at a car online, received a personalized proposal with a video and a call, and two hours later was driving home in their new vehicle.

That’s the power of standing out.

Step 2: Be Aggressive, Authentic, and Creative

Here’s the truth: you can’t afford to wait when it comes to internet leads. Timing is everything. If you don’t respond quickly and creatively, another dealership will.

But speed isn’t the only factor. Authenticity matters just as much. Customers can tell when you’re simply rushing to “check a box” versus when you’re genuinely interested in helping them. Bring energy and confidence to your communication.

One of the most effective tools? The phrase “I’ve got good news.”

Think about it: when was the last time a customer got excited to read “Thank you for your inquiry, here is the car you asked about”? Now compare that to receiving a call or message that begins with, “Mr. Jones, I’ve got good news for you.” You’ve immediately piqued their curiosity and created momentum in the conversation.

Being aggressive doesn’t mean being pushy. It means taking initiative, delivering clear next steps, and never letting your lead drift into the void. Pair that with creativity—like adding video, photos, or a unique hook—and you transform an ordinary email into the beginning of a relationship.

Step 3: Handle Vehicle Availability the Right Way

Every salesperson has been here: a lead comes in for a vehicle that just sold. The easy, knee-jerk response is to tell the customer, “Sorry, that one isn’t available anymore.” But if that’s all you say, you’ve just handed them a reason to shop somewhere else.

Think about the in-person version. If a customer walked onto your lot asking for a used Tundra with 32,000 miles and you told them, “We sold it, sorry,” what would they do? They’d get back in their car and drive away. The same thing happens online if you only give them bad news.

Instead, treat the inquiry as the door opening to a conversation.

Here’s how to handle it:

• Acknowledge their interest in that specific vehicle.
• Tell them you’ll check availability across your lots.
• Invite them in to review alternatives if that particular unit isn’t available.

Even if the car is gone, the real win is bringing them into the showroom. Once they’re in front of you, you can present other options and guide them toward a purchase.

Example phrasing:

“Thanks for reaching out about the Tundra. Let me confirm availability because we do move inventory quickly. In the meantime, I’d love to show you a few other options that are very similar—when’s a good time to come by?”

That response keeps the deal alive and positions you as a resource instead of a dead end.

Step 4: Get Them in the Showroom

At the end of the day, closing deals requires face-to-face interaction. Internet leads are just the beginning—the real goal is getting them through your doors.

Here’s a hard truth: you won’t close every internet lead over email or the phone. But you absolutely can increase your chances of closing if you consistently transition online conversations into showroom appointments.

Think of it this way:

• Emails get ignored.
• Phone calls can be cut short.
• But once a customer is sitting in your showroom, they’re invested.

So how do you make that leap?

1. Create urgency. Let them know inventory moves fast.

2. Offer a clear appointment. Don’t just say, “Come by sometime.” Instead: “I have 3 p.m. or 6 p.m. available today, which works better for you?”

3. Reassure them. Customers often hesitate because they’re afraid of wasting time. Promise a quick, efficient visit and deliver on that promise.

Remember Gerry Gould’s point: the more people you meet face-to-face, the more cars you sell. Every internet lead is really an opportunity to create another showroom visit.

Step 5: Build Confidence Through Knowledge and Process

Sales isn’t just about charm—it’s about confidence. And confidence comes from two things: knowledge and process.

When you know your product inside and out, you automatically build credibility with customers. If they ask a question about safety features, technology, or warranty coverage and you answer with clarity, they’ll trust you more than the next salesperson who stumbles through a vague response.

But knowledge alone isn’t enough. You need a repeatable sales process that you can rely on every time. This eliminates guesswork and nerves. Word tracks, rebuttals, and structured presentations aren’t “canned” in a bad way—they’re the foundation that frees you to sound natural while staying consistent.

Example: Gerry often shares that once you’ve repeated a word track enough times, it stops sounding robotic and becomes second nature. That’s when selling feels natural instead of stressful.

Confidence is contagious. When customers sense you’re in control of the process, they’ll relax and follow your lead. That’s how you move from inquiry to sold unit without losing momentum.

The Role of Walkarounds and Demo Drives

Some salespeople think walkarounds are old-school and outdated. The reality? A well-done walkaround is still one of the most powerful tools in sales.

Why? Because it transforms a car from “another product” into their potential car. When you highlight features tied directly to their needs, you create emotional attachment.

One effective framework is the SPACED method:

• Safety – Point out airbags, crumple zones, backup cameras.
• Performance – Show how the engine, handling, or towing capacity matches their lifestyle.
• Appearance – Emphasize design, paint, interior details.
• Convenience – Features like adaptive cruise, Bluetooth, or cargo space.
• Economy – Fuel efficiency and cost savings over time.
• Dependability – Warranty, brand reputation, and reliability stats.

During the demo drive, don’t just recite specs. Connect features to what matters to them. If they commute long distances, highlight adaptive cruise control. If they’re a family, emphasize safety ratings.

A strong demo drive is where logic meets emotion. The customer starts picturing themselves living with the car. That’s the shift that makes closing the deal inside the showroom much easier.

Overcoming Price and Trade-In Objections

If there’s one guarantee in car sales, it’s that every customer will eventually bring up price. The most common phrase you’ll hear is, “I want the best price.”

Here’s the key: when a customer says that, they’re rarely being literal. What they’re really asking is, “Can I trust you? Are you going to take care of me?”

Instead of deflecting or dodging, address it head-on with confidence:

“Price is the easiest part of my job. My focus right now is making sure we find the right car for you. Once we do, I’ll make sure we’re competitive and fair.”

This approach reassures them without making the deal all about numbers too early.

Trade-in conversations

Trade-ins can also derail a deal if you aren’t careful. Customers often arrive already worried about negative equity or convinced their car is worth more than it is.

The best strategy is to acknowledge their trade without letting it take over the process. If you talk about the trade-in too soon, you risk unraveling everything before you’ve even built value in the new car.

Instead, focus on their excitement about the vehicle they’re interested in. Build momentum, create attachment, and then transition into discussing trade once the customer is emotionally invested.

FAQs

1. How quickly should I reply to an internet lead?

Within minutes, if possible. The faster you respond, the more likely you are to catch the customer before they engage elsewhere. A good benchmark is under 10 minutes.

2. What should I do if multiple dealerships are competing for the same lead?

Differentiate yourself. Don’t send a template. Use video, photos, or a proposal. Make your email look completely different so you don’t become another copy in their inbox.

3. Should I send price info right away?

Not always. If you lead with price, you reduce yourself to a number. Instead, focus on value, features, and an invitation to the showroom. Once you’ve built trust, you can work out numbers together.

4. How do I keep a customer from ghosting after the first response?

Follow up with creativity. If your first email was text-only, send a video for the second. If they don’t reply to calls, try a short text. Vary your outreach so you don’t feel repetitive.

Conclusion

Internet leads aren’t going anywhere. In fact, they’re only becoming a bigger part of the car sales process. But for most salespeople, they remain a frustrating challenge—too competitive, too generic, too often lost to the dealership with the lowest price.

It doesn’t have to be that way. By personalizing every response, being aggressive and authentic, handling availability the right way, and getting customers into the showroom, you set yourself apart. Add in product knowledge, a repeatable process, and strong walkarounds, and you’ve got a formula that consistently turns online inquiries into sold units.

Gerry Gould puts it simply: success in sales comes down to managing the sale from start to finish. If you rely on templates, you’ll blend in. If you build value and creativity into every step, you’ll stand out—and customers will reward you with their business.

Now it’s your turn. Take the strategies you’ve learned here, apply them to your very next internet lead, and watch the difference. The dealerships that win online are the ones who act fast, act differently, and act with confidence.

By the way, you’re invited to check out our world-class F&I training program where the average F&I Manager increases their PVR by over 30% in the first month. You’ll have access to 100+ hours of training videos personalized to your weaknesses. Plus, you get exclusive access to see Gerry Gould LIVE twice per month to ensure you continue to grow your skillset and income. Come join a community of the top F&I Managers in the country and the #1 F&I Training in the world. For $149 you can pay that off with one extra deal we’ll personally teach you in the first week of training.