Automotive Workshop; Honda Lead Management Process - Day 2 Handout
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Automotive Workshop; Honda Lead Management Process - Day 2 Handout

Automotive Workshop; Honda Lead Management Process - Day 2 Handout

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Automotive Workshop; Honda Lead Management Process - Day 2 Handout Presentation Transcript

  • 1. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Phone Call To Set Appointment Purpose: 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. Thursday, September 15, 2005 63 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 2. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Phone Call To Set Appointment Key Elements: 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 appointment 9. If no appointment, set the stage for following up. Thursday, September 15, 2005 64 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 3. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Phone Call To Set Appointment Active Listening Skills - LAER Thursday, September 15, 2005 65 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 4. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Phone Call To Set Appointment Listen Tune the customer in and tune the world out. Be interesting by being interested. Explore “Would you consider a similar vehicle Acknowledge with similar equipment or should we Restate in your own words what the rule that out?” customer is looking for. “Can you tell me more about that?” “That makes sense. So what you’re “I want to understand, but I need some saying is . . .” more help.” “That is an interesting point.” “What do you mean by . . .” Always maintain good eye contact and sit forward. Respond Provide 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. Thursday, September 15, 2005 66 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 5. Telephone Process Focusing on having a set of objectives in front of us, each time we make a follow-up call… Word Track Forms are used for training and collecting customer information during each call.
  • 6. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Telephone Process Maps & Scripts Thursday, September 15, 2005 68 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 7. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N The most successful eBusiness Dealers focus on scheduling an appointment by using a form that has a dual Call Made Within purpose of “Information 1 Hour Gathering Tool” and (secret sauce) suggested Phone Script during each call… ØLet’s take a closer look at this tool and how it is used by dealers... Thursday, September 15, 2005 69 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 8. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N (Part 1) Internet Customer Call AFTER Price Quotes Sent by Email Hello, this is _______ with the CRC at ABC Motors, May I speak with_____________? Hi __________, earlier today (yesterday?) weto speak with you about the information we IF NO: That’s OK… When would be a better time sent you an email message with sent? What number should I call? ________________ Do you have an email that you can access information and price quotes. Have you been able to take a look at it? right now, so I can send you price quotes? Customer’s #2 Email:______________________ 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 NO: When would be a better time for me to call? IF YES: Have you ever bought a vehicle using the Internet before? If Yes: Great! Tell me, how did it go? 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 you Step 2. Provide you with prices & the information you need to make an informed decision Step 3. Schedule a convenient time to come in, look at the vehicles and take a test drive Step 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 Thursday, September 15, 2005 70 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 9. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N (Part 2) Internet 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 Thursday, September 15, 2005 71 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 10. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N (Part 3) Internet Customer Call AFTER Price Quotes Sent by Email (Circle Answer) Are you ADDING or REPLACING a vehicle? What are you currently driving? Year:____ Make:__________ Model:____________ Miles:______K Options/Equipment?______________________________________ (Circle Answer) Would you like a Trade-In value estimate? YES or 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? ________________________________________________________ ________________________________________________________ Thursday, September 15, 2005 72 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 11. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N (Part 4) Internet Customer Call AFTER Price Quotes Sent by Email 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? Morning OR Evening? 10:15 or 10:45? 6:15 or 6:45? Great, we’ll see you on ________________ at:____________ Thursday, September 15, 2005 73 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 12. Phone Management Process Lead Follow -up Analysis Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N (Part 5) Internet Customer Call AFTER Price Quotes Sent by Email 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) …AND, If anything changes on our end, I will contact you by email & 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? Thursday, September 15, 2005 74 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 13. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Thursday, September 15, 2005 75 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 14. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Thursday, September 15, 2005 76 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 15. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Phone Call To Set Appointment One Last Thing…. Update the Appointment Board Customer name Time Salesperson Vehicle Phone # eMail address Confirmed? Showed Thursday, September 15, 2005 77 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 16. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Appointment Confirmation Purpose: 1. Increase Contact Ratio 2. Increase Show Ratio 3. Increase Closing Ratio 2 Parts Of Appointment Confirmation: 1. Appointment Confirmation eMail Template w/Map & Directions 2. Confirmation Phone Call made by 3rd Party @ Dealership Thursday, September 15, 2005 78 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 17. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Confirmation Phone Call Key Elements: 1. Introduce yourself (3rd Party). 2. Purpose of the call, and restate date, time and location. 3. Recap directions. 4. Confirm the appointment. 5. Arrival instructions. 6. Validate the appointment. 7. Thank you. 8. Update the Welcome Board. Thursday, September 15, 2005 79 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 18. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Confirmation eMail Template 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 receptionist and 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 Thursday, September 15, 2005 80 © 2003. Reynolds Consulting Services - All Rights Reserved
  • 19. Lead Management Process Process Improvement and Implementation A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N Confirmation eMail Example: From: Ralph Paglia To: Kevin Stockton Subject: 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 Thursday, September 15, 2005 81 © 2003. Reynolds Consulting Services - All Rights Reserved