DEALER LEAD MANAGEMENT. LEADS: How Far Down the Purchase Funnel? THE PURCHASE FUNNEL. Future Prospects Days. Prospects Days.

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Nickolas Price
8 years ago
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1 THE PURCHASE FUNNEL LEADS: How Far Down the Purchase Funnel? Future Prospects Days Prospects Days Leads Days Hot Leads Deals 0 10 Days

2 2-180 DAY FOLLOW-UP PROCESS TIMELINE DAY FOLLOW-UP PROCESS TIMELINE Day 4: - Call ( day coupon ) Day 10: - Call ( day follow-up ) Day 30: - Call ( 011 Are you still in market? ) Day 50: Used Vehicle Special Day 70: Rebate Information Day 90: - Call ( 014 Are you still in market? ) Day 110: Day 130: Day 150: Day 170: Day 2: - Call ( day left message or day wrong or no number ) Day 7: ( Day Survey ) Day 20: Links Toolkit Guide the purchase process: credit, inventory Day 40: 3rd party product information: edmunds, kbb Day 60: - Call ( month follow-up) Day 80: Ask for referral Day 100: Day 120: Day 140: Day 160: Day 180:

) Day 110: Day 130: Day 150: Day 170: Day 2: - Call ( 003 2 day left message or 004 2 day wrong or no number ) Day 7: ( 009 7 Day Survey ) Day 20: Links Toolkit Guide

3 IMMEDIATE LEAD RESPONSE PROCESS Complete Within 30 Minutes Action Details / Template When Who Leads directed to SalesPoint or approved Lead Management tool Cross check customer within CRM Prepare template for 1. New specific vehicle (has VIN or year/make/ model/ color i.e Explorer XLT in blue) 2. New non-specific vehicle (2006 Explorer) Auto Response sent and notification to / pager Enter remaining data (phone, , etc.) 1. Use 002 New Specific template. 1 Quote price of specific vehicle requested. Add Similar vehicle (Less expensive, Used, RCL vs. Finance, etc) 2. Use 005 Need More Info template 1 (give price range) 3. Used specific available vehicle 4. Used specific vehicle no longer available 3. Use 006 Pre-Owned Request template 1 4. Use 007 Pre-Owned Unavailable Other Options template 1 Send Call customer Use defined script 1 Electronic copy of the templates can be found on FMCDealer at: Sales Lead Management and Reporting Training Support Materials

New non-specific vehicle (2006 Explorer) Auto Response sent and notification to email / pager Enter remaining data (phone, email, etc.) 1. Use 002 New Specific template.

4 2-180 DAY LEAD RESPONSE PROCESS Action Details / Template When Who & Phone Call Use template Day Left Message or Day Wrong or No Number Day 2 & Phone Call Use Day Coupon template 1 Day 4 Use Day Survey template 1 Day 7 & Phone Call Use Day Follow -up template 1 Day 10 Bulk Links toolkit Guide the purchase process (Example: credit, inventory) Day 20 & Phone Call Use 011 Are You Still In Market template 1 Day 30 Bulk Example: 3 rd Party Product Information (Edmunds, KBB) Day 40 Bulk Example: Used Vehicle Special Day 50 & Phone Call Use 012 Month Follow -up template 1 Day 60 Bulk Example: Rebate update Day 70 Bulk Example: Ask for Referral Please Forwar d this Day 80 & Phone Call Use 014 Are You Still in Market template 1 Day 90 Bulk Examples: Service/Product/Promotions/ Day 100 Bulk Examples: Service/Product/Promotions/ Day 110 Bulk Examples: Se rvice/product/promotions/ Day 120 Bulk Examples: Service/Product/Promotions/ Day 130 Bulk Examples: Service/Product/Promotions/ Day 140 Bulk Examples: Service/Product/Promotions/ Day 150 Bulk Examples: Service/Product/Promotions/ Day 160 Bulk Examples: Service/Product/Promotions/ Day 170 Bulk Examples: Service/Product/Promotions/ Day Electronic copy of the templates can be found on FMCDealer at: Sales Lead Management and Reporting Training Support Materials

credit, inventory) Day 20 Email & Phone Call Use 011 Are You Still In Market template 1 Day 30 Bulk email Example: 3 rd Party Product Information (Edmunds, KBB) Day 40 Bulk email Example: Used

5 CONSUMERTRAC TOP PRIORITY PROCESS If Process is Handled by a BDC BDM downloads "Top Priority" lists from FMC Dealer into Excel spreadsheets (LSI format if applicable) BDM mails postcards from ConsumerTRAC BDM schedules activities for each BDC Coordinator to make 25 call attempts per working day to contact customer BDC staff begins call campaign 7-10 days after mailing of postcards / letters BDC staff searches all data sources for customer contact / service for all customers on Do-Not-Call lists to verify if we can continue our phone contacts BDC staff sends request for contact to all customers still on DNC list BDC Coordinator follows "Top Priority" script designed to schedule appointment If there is a Scheduled Appointment: (Scheduled In-house or by VBDC) - Follow Dealership appointment process If Process is Handled by a Lead Manager Dealership Lead Manager downloads "Top Priority" lists from FMC Dealer into Excel spreadsheets (LSI format if applicable) Lead Manager mails postcards from ConsumerTRAC Lead Manger exports list for broadcast call or VBDC Lead Manager "bounces" list against LSI / DMS for additional names to forward to broadcast call source. VBDC supplier "bounces" list for dealership against DMS. Lead Manager sends Dealership mailer requesting contact information for customers on Do-Not-Call lists If there is a Scheduled Appointment: (Scheduled In-house or by VBDC) - Follow Dealership appointment process

letters BDC staff searches all data sources for customer contact / service for all customers on Do-Not-Call lists to verify if we can continue our phone contacts BDC staff sends request for contact

6 IN-DEALERSHIP CALL PROCESS If NO appointment is scheduled during initial call: Follow customer's lead as to when to schedule next contact (purchase funnel) Identify where the customer is in the purchase funnel - are they a hot lead, lead, prospect or future prospect. Then follow the purchase funnel timeline and make note of when to call the customer: - If the customer is a hot lead, you should call the customer in 1-10 days - If the customer is a lead, you should call the customer between days - If the customer is a prospect, you should call the customer in days - If the customer indicates they are a future prospect, you should contact them regularly within the day period, providing them with service specials, private offers or test drive coupons During the customer call contact, the BDC Coordinator follows the script to inquire about other opportunities and ASKS for referrals Log the customer into CRM and schedule the next task If NO contact made to customer on first call attempt (machine/no answer) Leave a voice mail message if answering machine is reached Schedule a second phone attempt to the customer for the next day On the second attempt, try at a different time. Leave a voice mail message if answering machine is reached Log customer and outbound call attempt into CRM, and schedule next task (3rd follow-up call) three to four days later Leave 2nd message on 3rd call attempt, and follow with a "Can't Contact" letter (notify BDM to print and mail letter) Begin the process again at beginning of the next month with a "new" mail piece to all un-sold, un-contacted customers remaining on the Top Priority lists

Then follow the purchase funnel timeline and make note of when to call the customer: - If the customer is a hot lead, you should call the customer in 1-10 days - If the customer is a lead, you should

7 POST APPOINTMENT-SETTING PROCESS FLOW

Internet Lead Routed to Lead Management Tool. Auto Responses sent to customer and email schedule generated

Best Practice Internet Process Internet Lead Routed to Lead Management Tool Auto Responses sent to customer and email schedule generated Crosscheck customer in CRM tool / ConsumerTRAC Personalized email