Maximize Lead Conversion by Building a Solid
Lead Handling Process
Ron Henson
DrivingSales University
[email protected]
Sandy, UT | 866-943-8371
Objectives:
1. Review Framework for Internet Strategy
2. Outline the 3 processes that are unique to the internet
lead.
3. Create a grading scale to hold the team accountable.
16 processes that run a showroom.
Process 1: Lead Handling
7 Process points we must achieve.
Lead Handling Process
Objective: Contact the customer. (Get the
customer to engage in a conversation.)
DAY 1
Email follow-up - checking in | Phone follow-up
DAY 2
Email follow-up - buyers packet | Phone follow-up
DAY 3
Phone call
DAY 5
Email from manager - manager follow up and quality assurance
Phone call from manager - quality assurance
DAY 7
*Tip: Key to success is in the execution and
branding, not the “secret sauce” templates.
131112-1.0kf
Email follow-up - we have your keys | Phone follow-up
DAY 10
Email follow-up - call me | Phone follow-up
DAY 12
Email follow-up - special of fer | Phone follow-up
DAY 14
Email follow-up - sorry we’ve missed you | Phone follow-up
(C) 2013 DrivingSales LLC. All Rights Reserved. Duplication prohibit ed without written consent.
Be direct
Link Back
Answer questions
Have a personality
Offer vehicle options
Brand Yourself
Ask Questions
Personalize
*Responsive
Daily To Do’s
Objective: Schedule 2 appointments per day by each sales consultant
on the team.
Daily Huddle
1.
Set daily goals (walk-in, phone, email)
2.
Review & Prepare for each appointment.
3.
Rework all deals from prior day.
4.
Prioritize active leads with manager, make calls.
5.
Long term follow up – make calls
6.
Handle new customers (leads, phone & walk in)
Process 2: Long Term Follow-up
Process 2: Long Term Follow-up
Objective: Bring customer to the “Active Lead Process” through contact every 2 weeks.
Lead
Handling
Mini Campaign
Rest
Mini Campaign
Rest
Mini Campaign
Rest
Long Term Follow Up
Mini Campaign
Rest
Process 2: Long Term Follow-up
*Mini Campaign TIP: Something has changed to bring additional value
to the customer.
1. Inventory New
4. Trade In
2. Inventory Used
5. Incentives
3. Finance
6. Order (build out)
Process 3: Appointment Confirmation
Process 3: Appointment Confirmation
Objective: Any appointment that is set for the guest to come in at a
later date should be called the morning of the appointment to confirm.
Appointment Confirmation
1.
All appointments are logged into the CRM
2.
Each night, the sales manager completes the appointment board for the following day.
3.
Each morning, the sales manager calls and confirms the appointment with the guest.
4.
Each morning, the sales manager reschedules any appointments that cancel.
5.
Each day the sales team reschedules any appointment that does not show up for their
allotted time.
Step 2: Set up your dealership training program.
Sales Consultant Management Framework
$$$
Celebrate them
Draw a culture line
Earnings
Minimum Standards
Transfer them
$
-
Headache
+
Take Away
1. Build the 16 processes in your store.
2. Hold your team accountable to the 7 process
points.
3. Execute on your process, prepare to scale.
Thank you!
Ron Henson
Director of Dealer Services
DrivingSales University
[email protected]