Automotive Workshop; Honda Lead Management Process - Day 2 Handout

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

Lead Management Process Process Improvementand Implementation

Thursday, September 15, 2005 63

Phone Call To Set AppointmentPurpose:1. Build a relationship by creating

rapport using “like me” messages.

2. Pre-qualify your “Customer”. Plan.

3. Schedule an appointment for a vehicle presentation at the dealership or other location.





1. Introduce yourself.

2. Acknowledge customer’s request.3. Discuss current vehicle (trade).4. Explore alternatives (SSL).5. Determine shopper’s timeline of purchase.6. Set the appointment.7. Set the stage for the visit.8. Validate the appointment9. If no appointment, set the stage for following up.

Key Elements:

Phone Call To Set Appointment





Active Listening Skills - LAER






Phone Call To Set AppointmentListenTune the customer in and tune the world out.Be interesting by being interested. Explore

“Would you consider a similar vehicle with similar equipment or should we rule that out?”“Can you tell me more about that?”“I want to understand, but I need some more help.”“What do you mean by . . .”

RespondProvide answers to the customer’s questions / objections with recommendations.1. Offer alternatives.2. A solution statement.3. Suggestions for the next step.4. Ask them what they think could solve their concerns.

AcknowledgeRestate in your own words what the customer is looking for.“That makes sense. So what you’re saying is . . .”“That is an interesting point.”Always maintain good eye contact and sit forward.

Telephone ProcessTelephone Process

Focusing on having a set of Focusing on having a set of objectives in front of us, each time objectives in front of us, each time we make a followwe make a follow--up callup call……

Word Track Forms are used for Word Track Forms are used for training and collecting customer training and collecting customer information during each call.information during each call.





Telephone ProcessTelephone ProcessMaps & Maps & ScriptsScripts





The most successful The most successful eBusiness Dealers eBusiness Dealers focus on scheduling an focus on scheduling an appointment by using a appointment by using a form that has a dual form that has a dual purpose of purpose of ““Information Information Gathering ToolGathering Tool”” and and suggested Phone Script suggested Phone Script during each callduring each call……

ØØLetLet’’s take a closer look at s take a closer look at this tool and how it is used this tool and how it is used by dealers...by dealers...

Phone FollowPhone Follow--up Analysisup Analysis

Call MadeCall MadeWithinWithin1 Hour1 Hour

(secret sauce)(secret sauce)





(Part 1)(Part 1) Internet Customer Call AFTER Price Quotes Sent by EmailInternet Customer Call AFTER Price Quotes Sent by EmailHello, this is _______ with the CRC at ABC Motors, May I speak with_____________?

Hi __________, earlier today (yesterday?) we sent you an email message with information and price quotes. Have you been able to take a look at it?

IF YES: Great! So that you get all the benefits offered by ABC’s Internet program, I’d like to discuss how it works with you… Would that be OK?

IF YES: Have you ever bought a vehicle using the Internet before?

IF NO: No problem, Let me explain how our Internet process helps you get a better deal… There are Four easy and convenient steps:

Step 1. Find a few vehicles that might be right for youStep 2. Provide you with prices & the information you need to make

an informed decisionStep 3. Schedule a convenient time to come in, look at the vehicles and

take a test driveStep 4. You bypass the traditional car sales process and buy your new vehicle

in less than half the time it usually takes… At the lowest prices,without any hassles or aggravation


IF NO: That’s OK… When would be a better time to speak with you about the information we sent? What number should I call? ________________ Do you have an email that you can access right now, so I can send you price quotes? Customer’s #2 Email:______________________

If Yes: Great! Tell me, how did it go?

If NO: When would be a better time for me to call?





(Part 2)(Part 2) Internet Customer Call AFTER Price Quotes Sent by EmailInternet Customer Call AFTER Price Quotes Sent by Email

So that I can make sure we sent you quotes on the right vehicles, I am going to ask you a few questions:

You indicated that you’re interested in a: _______________________________________(year/make/model)

What options or equipment are a “Must Have” for you?_________________________________________________________________________________________________________________________________________________________________________________

If we had a similar vehicle to what you enquired about, with similar equipment, that was less expensive… would you want to know about it, or would you rather have us rule that out for you? (IE: Demo’s, factory program vehicles, cancelled orders, etc.) YES or NO







(Circle Answer) Are you ADDING or REPLACING a vehicle? What are you currently driving? Year:____ Make:__________ Model:____________ Miles:______KOptions/Equipment?______________________________________(Circle Answer) Would you like a Trade-In value estimate?

YESYES or or NO NO

So we can understand what’s important to you…Thinking about what you currently drive:What do you Like Best? ________________________________________________________________________________________________________________

What would you Improve? ________________________________________________________________________________________________________________







Going back to the ______________ (model only) you expressed interest in…When was the last time you drove a (Year & Model)?____________

May I make a suggestion?_________(If Trade) So we can (give you as much possible for your trade in and…) give you an opportunity to test drive the (Year & Model)... we should make arrangements for you to come in:

……Would Today Tomorrow be better?Would Today Tomorrow be better?

Morning EveningMorning Evening??

10:15 or 10:45? 6:15 or 6:45? 10:15 or 10:45? 6:15 or 6:45?

Great, we’ll see you on ________________ at:____________


OROR





(Part 5) (Part 5) Internet Customer Call AFTER Price Quotes Sent by EmailInternet Customer Call AFTER Price Quotes Sent by Email

…AND, If anything changes on our end, I will contact you byemail & phone to let you know…

PLEASE do me a favor; if anything should change on your end that will effect you coming in… will you let me know?


When you arrive at the dealership, please take advantage of the Customer Parking in the front of our showroom and see our receptionist, who is located in the showroom entryway, right as you walk in the front. Please give her your name and let her know you have an appointment with Joe Dealermaker, our General Manager… She will have your name on her appointment calendar and Joe will be expecting you. We will have several vehicle pre-selected for your inspection and test drive.Please let me give you directions… Or, would you prefer that I send them to you by email?

(Give directions to dealership)














One Last Thing….

Customer name Time Salesperson Vehicle Phone # eMail address Confirmed? Showed

Update the Appointment Board





Appointment ConfirmationAppointment ConfirmationPurpose:Purpose:1.1. Increase Contact RatioIncrease Contact Ratio2.2. Increase Show RatioIncrease Show Ratio3.3. Increase Closing RatioIncrease Closing Ratio

2 Parts Of Appointment Confirmation:2 Parts Of Appointment Confirmation:1.1. Appointment Confirmation Appointment Confirmation eMaileMail Template Template

w/Map & Directionsw/Map & Directions2.2. Confirmation Phone Call made by 3Confirmation Phone Call made by 3rdrd Party @ DealershipParty @ Dealership





Confirmation Phone Call

Key Elements:Key Elements:1.1. Introduce yourself (3Introduce yourself (3rdrd Party).Party).2.2. Purpose of the call, and Purpose of the call, and

restate date, time and location.restate date, time and location.3.3. Recap directions.Recap directions.4.4. Confirm the appointment.Confirm the appointment.5.5. Arrival instructions.Arrival instructions.6.6. Validate the appointment.Validate the appointment.7.7. Thank you.Thank you.8.8. Update the Welcome Board.Update the Welcome Board.





Confirmation Confirmation eMaileMail TemplateTemplate

Key Elements:1. Thank you for Appointment

2. Restate the appointment date, time and location

3. Map Showing Dealer Location

4. Arrival instructions; where to park, where to find receptionistand who to ask for

5. Validate appointment.

6. Use a confirmation eMail template, and set up with process automation rules to go out 24 hours in advance of the appointment date and time. OR, manually set a reminder to yourself to send appt. confirmation email… Send immediately if same-day appt. is scheduled





Confirmation eMailExample:From: Ralph PagliaTo: Kevin StocktonSubject: Appointment at 10:45AM on 11/15/2003

Hello Kevin,I want to thank you for setting aside time to meet with me on:

Saturday, November 15 at 10:45 AM…Be sure to look for your “Reserved for Internet Customers” parking area. By the way, if you need directions to the dealership, click on the link below:(Directions from YOUR Address) for our web site’s directions functionality. I look forward to meeting you and will see you on Saturday, November 15 at 10:45 AM.

And remember, if anything changes on your end, please let me know and I will do the same if anything comes up at our end.

Thanks