When an internet lead comes in, chances are that your new prospect has already emailed competing dealerships. How can you differentiate yourself from the pack?

You can't improve what you can't measure. As a salesperson, it's vital that you keep accurate records of all necessary stats - UPs, demos, T.O.s, write-ups, sales, gross, closing ratio, etc. Having good information will help you determine what you're doing well; but more importantly, it will highlight areas where you can improve. So if you're talking to 50 people in a month, but only demo 6, you know that you need more work on your demo skills.