How much impact does “ What ” an Internet Sales Specialists does have on whether or not the lead is sold?
How much are results effected by “ When ” you do it?
Two critical sales closing factors:
Timing Effects Sales Results
ISS Lead Response Attributes
Response Time & Content
A: Increasing Closing Ratios is not “Just About” Response Times… Q: Why the variations?
*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies. How to sell more vehicles to customers that submit Internet leads… Without relying on opinions or seat of the pants management! #4 #3 #2 #1 Top 4 Ways to Close More Sales to Leads Received 11 27% 17% Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 9 27% 20% Send Price Quotes by Email to Customer 5 25% 21% Contact Customer more than once by Email and Telephone (within First 24 Hours) 3 24% 21% Make sure Customers are either Completely or Very Satisfied with the Lead Response Statistical Correlation Factor of Response attribute with Vehicle Purchase % of Purchase* among the Leads who DID Experience the attribute Purchase Respondents* who DID NOT experience the attribute Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry (Lead)
5 Lead Management Activities that Drive Lead-to-Sales conversion at 400% higher rate*
Consumer received price quote(s) by email within first 24 hours
Direct customer phone contact made by Salesperson within first 24 hours
Salesperson confirmed availability of multiple vehicles within first 24 hours
Salesperson showed genuine interest
Customer contacted more than once within first 24 hours
*Source: Morpace 24 hour survey and RDR sales Data (new 2005 study reconfirms close ratio impact factors)
Actual Leads – First Response Examples Pay attention to details in outbound emails before hitting the “Send” button!!! Pay attention to details in outbound emails before hitting the “Send” button!!!
New Autoresponse validates customer contact info and seeks corrections
New Autoresponse invites customer to visit CourtesyChev.com by providing direct links to specific sections of value
Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)
Establish what is most important to your customer by following the Courtesy Chevrolet Internet Price-Quote Follow-up word track
Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation
Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location
Follow-up with email confirmation of appointment
Prepare for appointment by locating vehicle(s) and ensuring their availability for demo drive