Value Your Trade in 30 Seconds Ask Tory: The Firestorm Website Tracking feature is great, but my sales people are scared to call this new type of lead. Any advice? | Pioneer Motorsport


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Ask Tory: The Firestorm Website Tracking feature is great, but my sales people are scared to call this new type of lead. Any advice?

Tory Hornsby | 10/03/2017

For those who are unaware of our Firestorm Website Tracking system, it identifies when some of your past customers are browsing units/inventory on your website. We send you a daily report of these customers so your sales team can follow-up. 


This is an extremely valuable feature because only 1% to 2% of your website traffic fills out a form on your website each month. That means 98% remain anonymous; you have no idea who they are.


So, whether your website generates 20 leads per month or 200, we’ll identify and show you hundreds of additional customers/leads every month.


If this new technology doesn’t have you ready to do a back flip off of your desk, the light bulb hasn’t lit up yet.  I’ll elaborate… there are 3 phases of customers:


Phase 1: Ready to buy right now, just waiting for the right moment. With good marketing, they’ll buy now.


Phase 2: Planning to buy soon… between 2 – 12 months. Left to their own timeline they procrastinate. With good marketing, they’ll buy sooner.


Phase 3: Won’t be buying for at least 1 year out. 

The customers in Phase 1 & 2 are the ones browsing the inventory on your website; it’s typically not Phase 3 customers. Inventory page views make up 75-80% of your page views each month. Yet only 1-2% of your traffic fills out a form and identifies themselves. This is a problem that our new technology solves!


With Firestorm Website Tracking, we send you a list each day of those Phase 1 & 2 customers so you can engage them, which brings us to the original question. What do you do with this list of customers each day?


Our most successful clients do what we call a one-two-punch with the list, which is an automated email followed by a phone call. Here are a couple examples of the email we can setup to send automatically to customers who visit inventory pages on your website:


Email Option 1




We’re inviting a few of our customers to stop by the dealership this week for a low-key, 1-on-1 experience with a dedicated staff member to check out the new models coming in, or our pre-owned inventory. 


This is a really low-pressure experience, but it is by invitation only. So, just reply to this email and let me know if you’d like to reserve a time slot for a 1-on-1 demo experience this week.


Dealer Signature

Email Option 2




We have a shortage of pre-owned inventory right now and we’re offering Top Dollar trade-in values.


If you or anyone you know is interested in a Free Evaluation of their bike, please reply to this email or call me at xxx-xxx-xxxx.


Dealer Signature


Again, these emails send out automatically the day after customers visit your website. You don’t have to lift a finger. Then the next step is to have your salespeople follow-up to make sure they received the email.


I’m sure many reading this article are questioning calling a customer who’s been on your website. It just feels weird to call people you know were on your website. But the reality is that your staff calls customers all the time who had been on your website recently. It wasn’t a weird call because your staff didn’t know. Customers don’t find it weird at all.

It’s not like you’re calling to say, “Hey Mr. Customer. I’ve been tracking you on our website. By the way, I really like the shirt you’re wearing today!”


The email and phone call have the feeling of, “We’re reaching out to all our customers and you were next on my list.”


In closing, if you want to quantifiably sell more units and make more money you should call 1-877-242-4472 or visit to schedule a demo.


If you’re not interested in increasing your sales and profit, don’t bother… this new feature isn’t for you.


Also, if you haven’t read my last 3 articles regarding similar subjects, go to and click the Ask Tory section to catch up.


- Tory 


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