Lead Response ProcessLead Response Process
Opportunity Management
What turns business opportunities into results?
Lead Response ProcessLead Response Process
TIPSTIPSStrategicStrategiceBusiness eBusiness
VisionVision
What WE Do!What WE Do!What WE Do!What WE Do!
Lead Response ProcessLead Response Process
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.
Lead Response ProcessLead Response Process
Phase Two: Customer ContactPhase Two: Customer Contact
Lead Response ProcessLead Response Process
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-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
Lead Response ProcessLead Response Process
Key Concept:Key Concept:
Full time Full time efforteffort = Full time = Full time resultsresults
Part time Part time efforteffort = Part time = Part time resultsresults
Lead Response ProcessLead Response Process
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%)
Lead Response ProcessLead Response Process
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!
Lead Response ProcessLead Response Process
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
Lead Response ProcessLead Response Process
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%)
Lead Response ProcessLead Response Process
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
Lead Response ProcessLead Response Process
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?
Lead Response ProcessLead Response Process
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 )
Lead Response ProcessLead Response Process
CustomerContactProcess
Lead Response ProcessLead Response Process
EmailInquiryor Lead
ResponseProcess
Lead Response ProcessLead Response Process
How How is ouris our process designed process designed??
(face
How canyou get from
(keyboard to keyboard)
face)?
To…
to
(EarEar)?
to
Then…
Lead Response ProcessLead Response Process
““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
Lead Response ProcessLead Response Process
ConflictConflict oror
ChemistryChemistry
CommunicationsCommunications has only has only two two possible outcomespossible outcomes
Lead Response ProcessLead Response Process
Perceptions Perceptions
Emotions Emotions
Attitudes Attitudes
EnvironmentEnvironment Beliefs Beliefs
Past Events
Past Events
Lead Response ProcessLead Response Process
DistractionsDistractionsAgenda AnxietyAgenda Anxiety
TimeTimePreconceived NotionsPreconceived Notions
Four Obstacles to Good Communication
Lead Response ProcessLead Response Process
““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.
Lead Response ProcessLead Response Process
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
Lead Response ProcessLead Response Process
Appointment Confirmation Role Play
Lead Response ProcessLead Response Process
Appointment Confirmation Email
Lead Response ProcessLead Response Process
No-ShowPresentation
Lead Response ProcessLead Response Process
ALWAYS put your ALWAYS put your telephone number in telephone number in
the subject line!the subject line!
Lead Response ProcessLead Response Process
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
Lead Response ProcessLead Response Process
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
Lead Response ProcessLead Response Process
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
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