Lead Management
The Basics
Acquiring new leads can be both costly and time-consuming. This is why it’s important to manage your leads in a systematic and structured environment.
- Determine who will be handling your leads and the best way to route them
- Develop a plan and parameter on how to best qualify your leads
- This includes key traits to reference so that your team knows when to flag a lead that is further down the funnel and in a far better position to convert
- Make sure to respond to every lead
- You shouldn’t cherry-pick your leads
- Be aware of all outlets that your leads are coming from
- 64% of dealers don’t respond to leads on Facebook Messenger; this is huge! Especially with the recent addition of pre-owned inventory being added to Marketplace
- Respond to your leads in a timely manner with relevant content
- Internet shoppers are three times more likely to visit the dealership if a response is received within 10 minutes
- Those that are in-market for a vehicle reward dealerships that actually streamline and simplify the process. Not answering questions or overlooking the details can result in discrediting you and your dealership
- Keep in mind you need to manage your leads that filter in after hours
- Up to 40% of a dealership’s leads come in after the close of business. Think like the customer. They’re shopping after they get off work and are home. Reflecting back on the above stats, it’s important to be able to manage these leads in a timely manner and not lose the customer’s interest
- Auto-responding
- While auto-responders can be of great help to a dealership make sure you tread carefully
- Keep these items in mind:
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- Is the content being deployed accurate and relevant?
- You don’t want to lose trust with your consumer base by overlooking the details
- Keep your customers engaged; don’t give them a longer, irrelevant process. If they are asking for details, they are asking for a reason
- Are you following up with the leads that filter into the auto-responder quickly?
