Automotive lead management process for dealership implementation

ATTRACT

INTERACT

RESPOND

SELL

SERVICE

RETAIN

Courtesy Chevrolet Internet Sales Courtesy Chevrolet Internet Sales Team Team 03/16/06 Weekly Strategy & Tactics 03/16/06 Weekly Strategy & Tactics MeetingMeeting

A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet

www.PHXChevrolet.com

http://www.phxchevrolet.com/

http://nitra.proto.gmpsdealer.com/c/courtesy-az/en_US/


www.Courtesy-Chevrolet-Phoenix.com

http://www.courtesy-chevrolet-phoenix.com/

http://nitra.proto.gmpsdealer.com/c/courtesy-az/en_US/











Response Time & ContentResponse Time & Content

How much impact does “What” an Internet Sales Specialists does have on whether or not the lead is sold?

How much are results effected by “When” you do it?

Two critical sales closing factors:

4. Timing Effects Sales Results

5. ISS Lead Response Attributes

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

Q: Why the variations?Q: Why the variations?


#4#4

#3#3

#2#2

#1#1

Top 4 Ways to Close More

Sales to Leads

Received

111127%27%17%17%Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices)

9927%27%20%20%Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer

5525%25%21%21%Contact Customer more than once by Contact Customer more than once by Email Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours)

3324%24%21%21%Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response

Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute

with with Vehicle Vehicle

PurchasePurchase

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperience the attributethe attribute

Purchase Purchase RespondeRespondents* who nts* who DID NOTDID NOT

experience experience the the

attributeattribute

Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry (Lead)

*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data

Recent Marketing research (Q1, 2005) confirms the Lead Management Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…

Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!

January 3, 2011 Copyright © 2005 Ralph Paglia – All Rights Reserved

5 Lead Management Activities that Drive Lead-to-Sales conversion at 400%400% higher rate*

1. Consumer received price quote(s) by email within first 24 hours

2. Direct customer phone contact made by Salesperson within first 24 hours

3. Salesperson confirmed availability of multiple vehicles within first 24 hours

4. Salesperson showed genuine interest 5. Customer contacted more than once within first

24 hours

*Source: Morpace 24 hour survey and RDR sales Data

(new 2005 study reconfirms close ratio impact factors)


Lead-to-Sales Closing RateLead-to-Sales Closing RateImprovement Action ItemsImprovement Action Items

Courtesy LMP Review Survey customers who didn’t purchase Review Lead Management Tool for a

sampling of previous responses Score first personalized responses using

the eBusiness Evaluation System

Monday, January 3, 2011 © 2005. Courtesy Chevrolet

A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N

Sold Leads – First Response Examples








Actual Leads – First Response ExamplesPay attention to details in outbound emails before

hitting the “Send” button!!!

Pay attention to details in outbound emails before

hitting the “Send” button!!!

New Autoresponse validates customer

contact info and seeks corrections

New Autoresponse invites customer to visit

CourtesyChev.com by providing direct links to

specific sections of value

3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell)

How important are Phone #’s???How important are Phone #’s???


• A u t o m a t e d E m a i l R e p ly A u t o m a t e d E m a i l R e p ly a c k n o w le d g in g r e c e ip t – V e r i f y a c k n o w le d g in g r e c e ip t – V e r i f y C u s t o m e r C o n t a c t In f o & a s k f o r C u s t o m e r C o n t a c t In f o & a s k f o r m o r e m o r e

• P e r s o n a l iz e d E m a i l P e r s o n a l iz e d E m a i l w it h in 2 0 m in u t e sw it h in 2 0 m in u t e s o f b u s in e s s d a y t h a t p r o v id e s p r ic e o f b u s in e s s d a y t h a t p r o v id e s p r ic e q u o t e s o n 4 v e h ic le s a n d s e t s s t a g e q u o t e s o n 4 v e h ic le s a n d s e t s s t a g e f o r a f o l lo w -u p t e le p h o n e c a l l w it h in f o r a f o l lo w -u p t e le p h o n e c a l l w it h in 15 m in u t e s15 m in u t e s

• F ir s t P h o n e C a l l t o c u s t o m e r : v e r i f y F ir s t P h o n e C a l l t o c u s t o m e r : v e r i f y r e c e ip t o f e m a i l a n d s c h e d u le a r e c e ip t o f e m a i l a n d s c h e d u le a d e m o /t e s t d r iv e a p p o in t m e n td e m o /t e s t d r iv e a p p o in t m e n t

• A p p o in t m e n t C o n f ir m a t io n b y E m a i l A p p o in t m e n t C o n f ir m a t io n b y E m a i l a n da n d T e le p h o n eT e le p h o n e

• In s t r u c t c u s t o m e r t o c h e c k in a t In s t r u c t c u s t o m e r t o c h e c k in a t r e c e p t io n d e s k , A S M r e v ie w s a g e n d a r e c e p t io n d e s k , A S M r e v ie w s a g e n d a u p o n c u s t o m e r a r r iv a l , in t r o d u c e s u p o n c u s t o m e r a r r iv a l , in t r o d u c e s IS S w h o s e l l s & d e l iv e r s t h e v e h ic le IS S w h o s e l l s & d e l iv e r s t h e v e h ic le

• F o l lo w -u p E m a i l t h a t s e t s t h e s t a g e F o l lo w -u p E m a i l t h a t s e t s t h e s t a g e f o r r e f e r r a ls a n d a d d i t io n a l b u s in e s s , f o r r e f e r r a ls a n d a d d i t io n a l b u s in e s s , t o b e r o u t e d t o IS S w h o s o ld c a rt o b e r o u t e d t o IS S w h o s o ld c a r

Lead Management PROCESS 101Lead Management PROCESS 101


1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)

2. Establish what is most important to your customer by following the Courtesy Chevrolet Internet Price-Quote Follow-up word track

3. Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation

4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location

5. Follow-up with email confirmation of appointment

6. Prepare for appointment by locating vehicle(s)and ensuring their availability for demo drive

First Call First Call AfterAfter Sending Personalized Email Sending Personalized Email

Purpose:

New Lead Phone Follow-upNew Lead Phone Follow-up

Telephone ProcessTelephone Process

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy (FUSS):• Focus on having a set of objectives in front of us, each time we make an email follow-up call• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response


… The Bottom Line

1. Customer has spent up to 6 hours in researching a vehicle online before sending us a lead

2. Selected Courtesy Chevrolet as their dealer3. Requested a price quote on a vehicle

They are much likely to buy from Courtesy if you…• Respond quickly – without “fluff and puff”• Confirm vehicle availability – with alternatives • Provide a fair price quote – multiple vehicles• Contact them by phone – verify receipt of email


Vehicle Shopper Behavioral ProfilesVehicle Shopper Behavioral Profiles¹¹

1Profile Index of 100 equates to the industry average

Internet Users(IU)

Non-InternetShoppers (NIS)

Non-InternetUsers (NIU)

Time Investors 137 37 50

Product Experts 113 76 85

Price Sensitive 112 73 91

Dealerphobes 112 89 74

EmpoweredNegotiators

100 96 103


Managing Your Assigned Leads;

New Leads / Not Yet Responded



Emails Received / Not Yet Responded



Scheduled Telephone Appointments / Completed


ProactiveProactive Sales Lead Sales Lead Management ResponsibilityManagement Responsibility

DormantLeads

Courtesy ChevroletCourtesy ChevroletLead Management Process (LMP):•Automated Reply w/Info Validation Request

•First Email w/Price Quotes on 4 Vehicles

•Phone follow-up to verify receipt of email… and to get a demo/test drive appointment!

•Email Confirmation when Voicemail is left

•Get second email address during phone call

•Outbound Follow-up Calls made by BDC

•Inbound eSales Calls handled by BDC

•Appointment Reception sets stage for the Sale