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Managing the Modern Lead From Their Screen to Your Showroom
Minority Dealer’s Association
September 22, 2016
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Your Presenters
Matt DeFiglio
Phone Skills Guru
Applied Concepts
Andy Warner
Lead Conversion Guru
CDK Global
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68% In 2015
35% in 2011
38 billion in 2014
Americans With
Smartphones Click to Call
73 billion in 2018
expected growth
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1880’s
Today
From their
To Your
screen
Showroom
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16.75 total hours in 2015
15.5 in 2014
13.75 in 2013
89% are in-market for
3-months or less
The Path to Purchase
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63% enter market not
entirely certain on a
model
4 brands considered
?
5+ brands for luxury
The Path to Purchase
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Visiting 1 to 2 dealers
versus 5 in 2005
56% of buyers test drive
1 vehicle or less
The Path to Purchase
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Critical Touchpoints
Receptionist
Form Lead
Phone Lead
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INSPECT WHAT YOU EXPECT
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RECEPTIONIST
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Of 100 Calls Answered…
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Don’t get
Connected
20- 30%
Of 100 Calls Answered…
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Warm Transfer
1. Reason for call
2. Exchange names
3. Hold (with permission)
Customer Receptionist Sales
H
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Warm Transfer
4. Connect with department
5. Describe who & what
Customer Receptionist Sales
H
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Warm Transfer
• 6. Back to prospect
• 7. Make introductions
Customer Receptionist Sales
H
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Warm Transfer
8. Complete the transfer
Customer Receptionist Sales
H
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Inspect / Expect
• Listen to the first 30 seconds of 2-3 calls per week
• Listen for “smile on their face”
• Listen for warm transfer
• Train / Coach
H
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FORM LEAD
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Designated vs. Dedicated
Form Lead Responder
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Responding to Leads
Speed Quality
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Responding Appropriately?
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What’s the real question?
Credit App
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Critical Touchpoint
Keep Subject Lines Short
and To the Point
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Email Subject Lines
Average Performers
Finding a vehicle that fits your needs
Hello Mr. Castro
Greetings from Hometown Ford
I am here to help
Top Performers
Reply to your New Fusion Request from Hometown Ford
Hometown Ford – Your Purchase Quote
Pricing on your 2016 Ford Fusion
Your price quote from Hometown Ford
H
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Inspect / Expect
• Assign Dedicated Staff to Handle Lead
• Look for Quality Over Speed
• Review the “raw” Lead in your CRM
• Review Email Subject Lines
• Train / Coach
H
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PHONE LEADS
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Effective Phone Handling
• Name
• Number
• Appointment
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Ask For An Appointment
32%
Service Advisors
Sales Associates
12%
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Leading Practices Average Performers
No meet and greet
Don’t ask for contact info or rely on caller id
“Do you want to come in?”
“When you come in, ask for me.”
Top Performers
Verbal handshake
Ask for a phone number or other contact information
“When would you like to come down to drive/see one?”
“We can always set a tentative time that we can change if necessary.”
H
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Inspect / Expect
• Listen to calls weekly and review as part of your
Sales and Service Meetings
• Listen for Name, Number and Appointment
• Listen to calls less than 2 minutes in length
• Train / Coach
H
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NEXT STEPS FOR MANAGERS & DEALERS
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Inspect / Expect
• Monitor customer activity on the floor, web and phone
• Overcome objections & set appointment
• Listen to calls/emails
• Train / Coach
• Review of your appointment board
• Monthly review of calls/emails with the staff
H
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Observe Get Involved Follow Up
Inspect What You Expect