Automotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAuAutomotive Lead Management Process by Ralph PagliaAuAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph Pagliatomotive Lead Management Process by Ralph Pagliatomotive Lead Management Process by Ralph PagliaAutomotive Lead Management Process by Ralph Paglia

1. ATTRACT
INTERACT
RESPOND
SELL
SERVICE
RETAIN
Dealer Internet Battle Plan IV
Lead Management Strategy & Tactics

2. 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 © Copyright 2011 Ralph Paglia
January 18 - 20 in Atlanta, GA with:
Diversified Lead Sources
Dealer Control of Multiple Websites
• Creating multiple unique lead sources, the total “population” of
incoming sales leads can be segmented by a variety of characteristics
that create groups of prospects with similar wants and needs…
• Designated dealership ISS resources can be assigned and their
response attributes executed in a manner optimized for each specific
lead source (site) and the nature of the customer’s inquiry (lead form
used) so that maximum sales close rates are achieved…
• Matching each lead to the optimum sales resource based on their
performance history and lead response process activities is more
significant to close rates than “lead scoring” by itself!

3. 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 © Copyright 2011 Ralph Paglia
www.Phoenix-Courtesy-Chevrolet.com

4. 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 © Copyright 2011 Ralph Paglia
Phone and Chat
have increased
dramatically since
2008, while lead
form completion
rates have
declined.

5. 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 © Copyright 2011 Ralph Paglia
www.CourtesyChev.com

6. 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 © Copyright 2011 Ralph Paglia
Engagement versus One-Way
Information Push

7. 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 © Copyright 2011 Ralph Paglia

8. 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 © Copyright 2011 Ralph Paglia

9. 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 © Copyright 2011 Ralph Paglia

10. 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 © Copyright 2011 Ralph Paglia

11. Response Time & Content
 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:
1. Timing
2. Lead Response Attributes

12. A: Increasing Closing Ratios is not
“Just About” Response Times…
Q: Why the variations?

13. 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 © Copyright 2011 Ralph Paglia
Top 4
Ways to
Close
More
Sales to
Leads
Received
Dealer Response Attributes
Experienced by Customers
within 24 hours of
Submitting an Inquiry (Lead)
Purchase
Responde
nts* who
DID NOT
experience
the
attribute
% of
Purchase*
among the
Leads who
DID
Experience
the attribute
Statistical
Correlation
Factor of
Response
attribute
with
Vehicle
Purchase
#1
Make Direct Phone Contact with Customer
(after sending Email w/availability & prices) 17% 27% 11
#2 Send Price Quotes by Email to Customer 20% 27% 9
#3
Contact Customer more than once by
Email and Telephone (within First 24 Hours) 21% 25% 5
#4
Make sure Customers are either Completely or
Very Satisfied with the Lead Response 21% 24% 3
*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data
Recent Marketing research (Q1, 2010) 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!

14. April 17, 2017 Copyright © 2011 Ralph Paglia – All Rights Reserved
5 Lead Management Activities that Drive
Lead-to-Sales conversion at 400% higher rate*
1. Consumer received price quote(s) by email
within first 24 hours
2. Direct customer phone contact made by
Salesperson within first 24 hours
3. Salesperson confirmed availability of multiple
vehicles within first 24 hours
4. Salesperson showed genuine interest
5. Customer contacted more than once within first
24 hours
*Source: Morpace 24 hour survey and RDR sales Data
(new 2010 study reconfirms close ratio impact factors)

15. 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 © Copyright 2011 Ralph Paglia
January 18 - 20 in Atlanta, GA with:
Lead-to-Sales Close Rate Improvement Action Items
Dealership LMP Review
 Survey customers who didn’t purchase
 Review Lead Management Tool for a
sampling of previous responses
 Score first personalized responses using
the eBusiness Evaluation System

17. © Copyright 2011 Ralph Paglia
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
Monday, April 17, 2017
Sold Leads – First Response Examples

18. © Copyright 2011 Ralph Paglia
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
Monday, April 17, 2017
Sold Leads – First Response Examples

19. © Copyright 2011 Ralph Paglia
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
Monday, April 17, 2017
Sold Leads – First Response Examples

20. 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 © Copyright 2011 Ralph Paglia
January 18 - 20 in Atlanta, GA with:
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!!!

21. New Autoresponse
validates customer
contact info and
seeks corrections

22. New Autoresponse invites
customer to visit
CourtesyChev.com by
providing direct links to
specific sections of value

27. 3 Phone Numbers! (Work/Home/Cell)
How important are Phone #’s???

28. © Copyright 2011 Ralph Paglia
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
April 17, 2017
1. Automated Email Reply acknowledging receipt –
Verify Customer Contact Info & ask for more
2. Personalized Email within 20 minutes of business day
that provides price quotes on 4 vehicles and sets
stage for a follow-up telephone call within 15 minutes
3. First Phone Call to customer: verify receipt of email
and schedule a demo/test drive appointment
4. Appointment Confirmation by Email and Telephone
5. Instruct customer to check in at reception desk, ASM
reviews agenda upon customer arrival, introduces ISS
who sells & delivers the vehicle
6. Follow-up Email that sets the stage for referrals and
additional business, to be routed to ISS who sold car
Lead Management
PROCESS 101

29. © Copyright 2011 Ralph Paglia
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
First Call After Sending Personalized Email
April 17, 2017
1. 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)
2. Establish what is most important to your customer by following the Courtesy
Chevrolet Internet Price-Quote Follow-up word track
3. Set the stage for your Customer’s expectations…
Create a buying “Plan” during the conversation
4. Schedule appointment for a vehicle presentation
and test drive at dealership or customer’s location
5. Follow-up with email confirmation of appointment
6. Prepare for appointment by locating vehicle(s)
and ensuring their availability for demo drive
Purpose:
Phone Follow-up

30. Telephone Process
• 85% of Web visitors who contact the dealership before
coming into the showroom, use the phone
• Direct Phone contact (after responding to an Internet
lead by email), has the greatest impact on increasing sales
closing ratios
Phone Follow-Up Sales Strategy (FUSS):
• Focus on having a set of objectives in front of us, each
time we make a message follow-up call
• Word Tracks (scripts) used for training and collecting
customer information during each call that is made
immediately after sending personalized email response

31. © Copyright 2011 Ralph Paglia
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 Bottom Line
1. Customer has spent up to 6 hours in researching
a vehicle online before sending us a lead
2. Selected YOUR dealership as their chosen dealer
3. Requested a “price quote” on a vehicle
They are more likely to buy from you, if you…
1. Respond quickly – without “fluff and puff”
2. Confirm vehicle availability – with alternatives
3. Provide a fair price quote – multiple vehicles
4. Contact them by phone – verify receipt of email
April 17, 2017

32. © Copyright 2011 Ralph Paglia
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
Vehicle Shopper Behavioral Profiles¹
April 17, 2017
1Profile Index of 100 equates to the industry average
Automotive
Internet Users
(AIU)
Non-Internet
Shoppers (NIS)
Non-Internet
Users (NIU)
Time Investors 137 37 50
Product Experts 113 76 85
Price Sensitive 112 73 91
Dealerphobes 112 89 74
Empowered
Negotiators
100 96 103

33. April 17, 2017 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
New Leads / Not Yet Responded

34. April 17, 2017 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
Emails Received / Not Yet Responded

35. April 17, 2017 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
Scheduled Telephone Appointments / Completed

36. 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 © Copyright 2011 Ralph Paglia
January 18 - 20 in Atlanta, GA with:
Proactive Sales Management Responsibility for Leads…
Dormant
Leads

37. RFQ Lead Management
Lead Response Process (LRP):
Automated Reply w/Info Validation Request
First Email w/Price Quotes on 4 Vehicles
Phone follow-up to verify receipt of email…
and to get a demo/test drive appointment!
Email Confirmation when Voicemail is left
Get second email address during phone call
Outbound Follow-up Calls made by BDC
Inbound eSales Calls handled by BDC
Appointment Reception sets stage for the Sale