tas lead mgmnt process

Lead Response ProcessLead Response Process

Opportunity Management

What turns business opportunities into results?


TIPSTIPSStrategicStrategiceBusiness eBusiness

VisionVision

What WE Do!What WE Do!What WE Do!What WE Do!


Principles:Principles:Time honored guidelines Time honored guidelines that are immune to that are immune to conditions,conditions,trends and changing trends and changing variables.variables.


Phase Two: Customer ContactPhase Two: Customer Contact


Process

What turns business opportunities into results?

Dealership ReceivesLead

Dealership’s ISM or ISR writes aCustomized E-mail response using a pre-designed template and sends to customer within 30 minutes of

receiving lead

Business Hours

InternetSales Rep

E-mailContact

No response

To E-mail

Reached By

E-mail

E-mail24 Hours

Later

E-mailClosure5th Day

Reached By

Phone

Not ReachedBy

Phone

InternetSales

Process

Voice Mail30 Minutes

Later

ScheduleAppointment

Delivery

E-mail 24 Hours

Later

E-mail 5 DaysLater

Phone Contact

AutoResponder

Lead Response Flow Chart

Example

RCS process training and RCS process training and consulting is designed to consulting is designed to

provide dealers with the skills provide dealers with the skills & tools that can be used to & tools that can be used to execute these processes…execute these processes…Internet

Sales Process

InternetSales Rep

InternetAdministrator

Voice Mail48 Hours

later

AfterHours


Key Concept:Key Concept:

Full time Full time efforteffort = Full time = Full time resultsresults

Part time Part time efforteffort = Part time = Part time resultsresults


The Customer’s Buying PROCESSThe Customer’s Buying PROCESSvs. Dealership Follow-upvs. Dealership Follow-up

What is wrong with this picture?What is wrong with this picture?

Buying Cycle:Buying Cycle:

Initial Request to DeliveryInitial Request to Delivery

Dealership Follow-upDealership Follow-up

CommunicationsCommunications

3 Days3 Days

(35%)(35%)

3 Months3 Months

(25%)(25%)

3 Weeks3 Weeks

(40%)(40%)

3 Days3 Days

(85%)(85%)

3 Months3 Months

(5%)(5%)

3 Weeks3 Weeks

(10%)(10%)


Time From Time From Initial Information RequestInitial Information Request to Sale to Sale

15,000+ Information Requests Tracked for 6 Months15,000+ Information Requests Tracked for 6 Months

2.5%

31.0%31.0%

15.4%

8.2%5.8% 4.6% 3.9% 3.8%

24.8%24.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

SameSame

DayDay

1 2 3 4 5 6 7 AfterAfter

77thth Week Week WEEKS WEEKS

Do we have follow-up communication processes that keep Do we have follow-up communication processes that keep us in contact with the 51% who purchase after 2 weeks?us in contact with the 51% who purchase after 2 weeks?

The difference between a 7% and a 14% Closing Ratio!The difference between a 7% and a 14% Closing Ratio!


7-12 Week Average Buying Cycle*

33MonthsMonths

Product Research

33WeeksWeeks

Request Price Quotes &

Information

33DaysDays

Selects Dealer & Takes Delivery

Would you like more information from your dealer (availability & quotes)?Would you like more information from your dealer (availability & quotes)?

Are you Serious?

We DoWe DoNothing?Nothing?

Sunday Lot Visitor

*J.D.Powers Market research

Trade-In Estimates Price & Availability

Relationship Development Window of OpportunityRelationship Development Window of Opportunity


Customers who want to drive Customers who want to drive Before they BuyBefore they Buy

Do we factor this into our Inquiry Management PROCESS?Do we factor this into our Inquiry Management PROCESS?

92% of Customers who request information92% of Customers who request informationWant to drive the vehicle beforeWant to drive the vehicle before

they sign deal documentsthey sign deal documents

Will buy without driving (8%)

Want to drive before they buy

(92%)


Where are the vehicles thatWhere are the vehicles thatCustomers build on web sites?Customers build on web sites?

Does our Sales PROCESS consider this factor?Does our Sales PROCESS consider this factor?

35%35%

In stockIn stock

15% Must 15% Must

be Orderedbe Ordered

40%40%

LocateLocate

AvailableAvailable

10% 10%

Do not existDo not exist


18%18%

InflexibleInflexible

82%82%

Consider AlternativesConsider Alternatives

Customers willing to consider alternative vehiclesCustomers willing to consider alternative vehicles

Does our Sales PROCESS includeDoes our Sales PROCESS includepresentation of alternatives and choices?presentation of alternatives and choices?


Closing Ratio on Leads Received by Closing Ratio on Leads Received by Personalized Response TimePersonalized Response Time

Does our PROCESS recognize this factor?

Clo

se %

Clo

se %

0 1 2 3 6 12 24 48 720 1 2 3 6 12 24 48 72

Response Time ( hours )Response Time ( hours )


CustomerContactProcess


EmailInquiryor Lead

ResponseProcess


How How is ouris our process designed process designed??

(face

How canyou get from

(keyboard to keyboard)

face)?

To…

to

(EarEar)?

to

Then…


““eBusiness PROCESS 101”eBusiness PROCESS 101”1.1. Automated Email Reply acknowledging receipt of Automated Email Reply acknowledging receipt of

requestrequest

2.2. Personalized Email Personalized Email within 20 minuteswithin 20 minutes of of business day that answers specific information business day that answers specific information request by customer, provides quotes on several request by customer, provides quotes on several cars and sets the stage for a follow-up telephone cars and sets the stage for a follow-up telephone

call call THAT DAY!THAT DAY!3.3. Successful Phone Call to customer that Successful Phone Call to customer that

establishes a personalized relationship and establishes a personalized relationship and results in an appointmentresults in an appointment

4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone

5.5. Review details upon customer arrival, Sell & Review details upon customer arrival, Sell & Deliver Car Deliver Car

6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for additional businessadditional business


ConflictConflict oror

ChemistryChemistry

CommunicationsCommunications has only has only two two possible outcomespossible outcomes


Perceptions Perceptions

Emotions Emotions

Attitudes Attitudes

EnvironmentEnvironment Beliefs Beliefs

Past Events

Past Events


DistractionsDistractionsAgenda AnxietyAgenda Anxiety

TimeTimePreconceived NotionsPreconceived Notions

Four Obstacles to Good Communication


““Communication Rules 101”Communication Rules 101”1.1. Manage the customer’s expectations by informing Manage the customer’s expectations by informing

them about what to expect… In the beginning, right them about what to expect… In the beginning, right up front! up front!

2.2. Deliver the information that the customer requests, Deliver the information that the customer requests, because if we don’t, they will look elsewhere for because if we don’t, they will look elsewhere for their answers.their answers.

3.3. Deliver PERCEIVED VALUE every time you Deliver PERCEIVED VALUE every time you communicate with a customer… communicate with a customer… No Value = No No Value = No ResponseResponse

4.4. Use multiple channels to make sure the customer Use multiple channels to make sure the customer “Gets The Message”“Gets The Message” (Email, Phone, Snail-Mail & (Email, Phone, Snail-Mail & Face-to-Face)Face-to-Face)

5.5. Tell the customer what you are going to do… Do it, Tell the customer what you are going to do… Do it, then tell the customer what you did. Verify that then tell the customer what you did. Verify that they understand.they understand.


After sending an email that responds DIRECTLY to customer’s inquiry, sets stage for phone call and

has value, we make Initial Customer Telephone

Contact designed to get an appointment and/or

acquire better information for follow-up processes


Appointment Confirmation Role Play


Appointment Confirmation Email


No-ShowPresentation


ALWAYS put your ALWAYS put your telephone number in telephone number in

the subject line!the subject line!


Use Tables to display Use Tables to display information in a information in a

professional and easy to professional and easy to understand mannerunderstand manner


Use Links to deliver Use Links to deliver “Shortcuts” to customers in “Shortcuts” to customers in

your email messages that your email messages that direct them to online resourcesdirect them to online resources


Closing % by Level of Contact AchievedClosing % by Level of Contact Achieved

PROCESS Results by Communication Methods

Clo

se %

Clo

se %

Auto Auto

e-maile-mail

PersonalPersonal

E-mailE-mailFace to FaceFace to FacePhonePhone

tas lead mgmnt process

Automotive