4 Lead Follow Up Fails and How to Prevent Them
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4 Lead follow up fails and how to prevent them presentation Presented on January 15th via Dealer Communications Webinar by Todd Smith, CEO and co-founder of ActivEngage.
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4 Lead Follow Up Fails and How to Prevent Them
- 1. Copyright 2007 - 2013 All Rights Reserved. 4 Lead Follow Up Fails & How to Avoid Them Todd Smith CEO of ActivEngage
- 2. Copyright 2007 - 2013 All Rights Reserved. Agenda What Consumers Expect from You The Top 4 Follow Up Fails Effective Follow Up Methods Exceed Expectations
- 3. Copyright 2007 - 2013 All Rights Reserved. Consumer Expectations Quick Response
- 4. Copyright 2007 - 2013 All Rights Reserved. Consumer Expectations Answer My Questions
- 5. Copyright 2007 - 2013 All Rights Reserved. Consumer Expectations Incentive to Buy From You
- 6. Copyright 2007 - 2013 All Rights Reserved. Consumer Expectations Customer Service 101
- 7. Copyright 2007 - 2013 All Rights Reserved. The TEST 53 dealers around the US Test Chats Lead Form Submissions Follow up Emails Reviewed
- 8. Copyright 2007 - 2013 All Rights Reserved. Winging It…
- 9. Copyright 2007 - 2013 All Rights Reserved. Hire a Communications Intern Draft Templates CRM & Marketing Analyze Results
- 10. Copyright 2007 - 2013 All Rights Reserved. Train and Retrain Your Team
- 11. Copyright 2007 - 2013 All Rights Reserved. No Value Provided
- 12. Copyright 2007 - 2013 All Rights Reserved. Personalize Responses Hi Todd, I hope you are having a great day! I see that you are interested in a 2008 Dodge Challenger. What a great car! Did you know this Challenger comes with a V8 HEMI engine and Dodge’s Uconnect technology? I have pulled the CarFax report for this vehicle and would love to review it with you when you have a moment. Does a call today at 11:00 AM or 4:00 PM work for you? Thanks so much again, Full Signature
- 13. Copyright 2007 - 2013 All Rights Reserved. Irrelevant Content
- 14. Copyright 2007 - 2013 All Rights Reserved. Not all Leads are the Same
- 15. Copyright 2007 - 2013 All Rights Reserved. STOP! And Follow These Steps… Read Chat Transcript/Le ad Notes Think before You Type/Speak Triple check for any personalization Re-read response Relevancy is key to winning the deal!
- 16. Copyright 2007 - 2013 All Rights Reserved. Relevant Content Hey Todd, Thank you for your inquiry about the 2005 Mazda CR-X 5. As you requested, I have attached some pictures of the CR-X for your review. This vehicle is in excellent shape. We also have a few holiday perks at our store such as a free gas card for taking a test drive, and $200 gift cards if you purchase. Would you like to stop in today or Friday to see the vehicle in person and receive your free gas card? Thank you for your interest in (dealer name)! Full Signature
- 17. Copyright 2007 - 2013 All Rights Reserved. (Insert Dealer Name)
- 18. Copyright 2007 - 2013 All Rights Reserved. Know Your CRM
- 19. Copyright 2007 - 2013 All Rights Reserved. Test One Component at a Time Images Subject Line Personalization Mobile Layout Special Offers CTAs Links
- 20. Copyright 2007 - 2013 All Rights Reserved. Be Different
- 21. Copyright 2007 - 2013 All Rights Reserved. Consumer Expectations Consumer Expects: You Deliver: Quick Response Answer My Questions Incentive to Buy from You Customer Service 101 Quality Response Read Lead Information Provide Info Looking For Relevant Competitive Advantages Take off Your Sales Hat
- 22. Copyright 2007 - 2013 All Rights Reserved. Thank You! For more effective lead follow up tips, go to www.activengage.com/leadfollowup Todd Smith CEO and Co-founder ActivEngage.com Todd@activengage.com (321) 441-7700
Editor's Notes
- Google offers answers to the toughest questions in less than 2 seconds. We have trained consumers to expect answers immediately. Provide tools that allow them not just a speedy response, but as you will see later a quality response.
- If a shopper submitted a lead, they usually have a question. You should answer it in your follow up – or at least provide some value (if price was asked) so that you can build a relationship with them.
- Consumers in the market for a car reach out (not visit necessarily) to several dealerships during their shopping process. How will you stand out from the crowd? They want to know why they should buy from you versus the guy next door. What are your competitive advantages? Coffee in the lounge is not one of them!
- Your sales team is trained to sell. However, many of today’s consumers just want to helped FIRST before they even step foot on your lot. Your team has to be able to provide a level of customer service that consumers expect. They want the white glove experience. Answering their questions is a good start, but go beyond what is normal to surprise the shopper. Remember – they have a hard time trusting dealerships – so be different and provide good service even from the first email or phone call.
- Our team at ActivEngage did a small test a few weeks ago. We do this on a regular basis for our customers – we test chat our own chat team or the dealers if they manage chat themselves. We send through lead forms. And then we monitor the follow up calls/emails we receive back. And we provide you with the results. Let’s just say our results were depressing. It was hard to even find an email that was a “good” example of follow up. You could have all the leads in the world, but if your follow up process is mediocre, then you wont see the sales.
- This is what happens when you don’t template your emails for your team. And this is what happens when the shopper receives the email. Frustration. You guys are better than this! In today’s market, you need to hire sales people that can write an email – not just sell on the floor. Or you can also…
- This person can be unpaid, working their way through college, etc. They need to know how to write and have them draft your email templates. They need to know your CRM and how it works as well as the essentials of marketing so they understand how to engage with shoppers. Also, have them analyze the results of the templates used. If one isnt getting a good response rate or CTR, have them change it.
- You should also be investing in training for your team. They need to know the basics of writing a good email, leaving a good voicemail. Have them role play. You should also be testing your own follow up process!
- Auto response with no value provided – not good.
- Have set templates that your team can use and let them personalize a bit based on what the shopper asked for.
- We completed a lead form and asked for pictures of a the Mazda CX5 What we got was this….completely irrelevant email.
- Who doesn’t love puppies! One is different from the other, black vs. brown. However they are all clearly puppies, but one is a bit different than the other. Maybe one is boy vs a girl. Same goes for your leads. Don’t treat all leads as if they are the same. If someone has a 10 minute chat conversation and then you send an email that says “Hey, what can I do for you?” – you will annoy the shopper. A credit app lead, vs a VDP lead, vs chat leads, they should all be treated differently during the follow up process, because each shopper is in a different buying stage.
- Follow this process when you follow up with leads.
- When you go grocery shopping at the store, you know everything that is your cart right? Unless you have kids of course…. You should know the name of the item, what it does, if you like it or not, etc. Same thing goes for your CRM. Even if you didn’t choose that provider, you should know every feature functionality of it. Your CRM is one of the most crucial tools within your dealership. Without a good one, all follow up and customer retention will fail! However, take responsibility for knowing what you have and how it works.
- Test different components of your emails.
- Linked to Youtube if you click the image Video allows you to do something differently! Stand out from the crowd of emails! Elise Kephart is now an employee of Phone Ninjas – but is infamous for her video follow up! Go to Sunset Honda’s youtube page and you can see some of her videos.
- These are the expectations consumers have of your store. In order to meet them you must…
- Go to the link provided and download an ebook we put together with other examples of effective follow up!