This document discusses best practices for responding to customer leads in a timely manner. It recommends sending an automated email acknowledgement, then a personalized email within 20 minutes with specific information and quotes. The goal is to set up a phone call that same day to establish a relationship and set an appointment. It emphasizes the importance of managing expectations, providing requested information, perceived value in communications, and using multiple channels to ensure the message is received. Response time, follow up processes, and incorporating customer preferences are key to converting more leads into sales.

1. Lead Response ProcessLead Response Process
Opportunity Management
What turns business
opportunities into results?

2. Lead Response ProcessLead Response Process
TIPSTIPS
StrategicStrategic
eBusinesseBusiness
VisionVision
What WE Do!What WE Do!What WE Do!What WE Do!

3. Lead Response ProcessLead Response Process
Principles:Principles:
Time honored guidelinesTime honored guidelines
that are immune tothat are immune to
conditions,conditions,
trends and changingtrends and changing
variables.variables.

4. Lead Response ProcessLead Response Process
Phase Two: Customer ContactPhase Two: Customer Contact

5. Lead Response ProcessLead Response Process
Process
What turns business
opportunities into results?

6. Dealership Receives
Lead
Dealership’s ISM or ISR writes a
Customized E-mail response using
a pre-designed template and sends
to customer within 30 minutes of
receiving lead
Business
Hours
Internet
Sales Rep
E-mail
Contact
No
response
To E-mail
Reached
By
E-mail
E-mail
24 Hours
Later
E-mail
Closure
5th
Day
Reached
By
Phone
Not Reached
By
Phone
Internet
Sales
Process
Voice Mail
30 Minutes
Later
Schedule
Appointment
Delivery
E-mail
24 Hours
Later
E-mail 5
Days
Later
Phone
Contact
Auto
Responder
Lead Response
Flow Chart
Example
RCS process training andRCS process training and
consulting is designed toconsulting is designed to
provide dealers with the skillsprovide dealers with the skills
& tools that can be used to& tools that can be used to
execute these processes…execute these processes…Internet
Sales
Process
Internet
Sales Rep
Internet
Administrator
Voice Mail
48 Hours
later
After
Hours

7. Lead Response ProcessLead Response Process
Key Concept:Key Concept:
Full timeFull time efforteffort = Full time= Full time resultsresults
Part timePart time efforteffort = Part time= Part time resultsresults

8. Lead Response ProcessLead Response Process
The Customer’s Buying PROCESSThe Customer’s Buying PROCESS
vs. Dealership Follow-upvs. Dealership Follow-up
What is wrong with this picture?What is wrong with this picture?
Buying Cycle:Buying Cycle:
Initial Request to DeliveryInitial Request to Delivery
Dealership Follow-upDealership Follow-up
CommunicationsCommunications
3 Days3 Days
(35%)(35%)
3 Months3 Months
(25%)(25%)
3 Weeks3 Weeks
(40%)(40%)
3 Days3 Days
(85%)(85%)
3 Months3 Months
(5%)(5%)
3 Weeks3 Weeks
(10%)(10%)

9. Lead Response ProcessLead Response Process
Time FromTime From Initial Information RequestInitial Information Request to Saleto Sale
15,000+ Information Requests Tracked for 6 Months15,000+ Information Requests Tracked for 6 Months
2.5%
31.0%31.0%
15.4%
8.2%
5.8% 4.6% 3.9% 3.8%
24.8%24.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
SameSame
DayDay
1 2 3 4 5 6 7 AfterAfter
77thth
WeekWeekWEEKSWEEKS
Do we have follow-up communication processes that keepDo we have follow-up communication processes that keep
us in contact with the 51% who purchase after 2 weeks?us in contact with the 51% who purchase after 2 weeks?
The difference between a 7% and a 14% Closing Ratio!The difference between a 7% and a 14% Closing Ratio!

10. Lead Response ProcessLead Response Process
7-12 Week Average Buying Cycle*
33
MonthsMonths
Product
Research
33
WeeksWeeks
Request Price
Quotes &
Information
33
DaysDays
Selects Dealer
& Takes
Delivery
Would you like more information from your dealer (availability & quotes)?Would you like more information from your dealer (availability & quotes)?
Are you Serious?
We DoWe Do
Nothing?Nothing?
Sunday Lot Visitor
*J.D.Powers Market research
Trade-In Estimates Price & Availability
Relationship Development Window of OpportunityRelationship Development Window of Opportunity

11. Lead Response ProcessLead Response Process
Customers who want to driveCustomers who want to drive Before they BuyBefore they Buy
Do we factor this into our Inquiry Management PROCESS?Do we factor this into our Inquiry Management PROCESS?
92% of Customers who request information92% of Customers who request information
Want to drive the vehicle beforeWant to drive the vehicle before
they sign deal documentsthey sign deal documents
Will buy without
driving (8%)
Want to drive
before they buy
(92%)

12. Lead Response ProcessLead Response Process
Where are the vehicles thatWhere are the vehicles that
Customers build on web sites?Customers build on web sites?
Does our Sales PROCESS consider this factor?Does our Sales PROCESS consider this factor?
35%35%
In stockIn stock
15% Must15% Must
be Orderedbe Ordered
40%40%
LocateLocate
AvailableAvailable
10%10%
Do not existDo not exist

13. Lead Response ProcessLead Response Process
18%18%
InflexibleInflexible
82%82%
Consider AlternativesConsider Alternatives
Customers willing to consider alternative vehiclesCustomers willing to consider alternative vehicles
Does our Sales PROCESS includeDoes our Sales PROCESS include
presentation of alternatives and choices?presentation of alternatives and choices?

14. Lead Response ProcessLead Response Process
Closing Ratio on Leads Received byClosing Ratio on Leads Received by
Personalized Response TimePersonalized Response Time
Does our PROCESS recognize this factor?
Close%Close%
0 1 2 3 6 12 24 48 720 1 2 3 6 12 24 48 72
Response Time ( hours )Response Time ( hours )

15. Lead Response ProcessLead Response Process
Customer
Contact
Process

16. Lead Response ProcessLead Response Process
Email
Inquiry
or Lead
Response
Process

17. Lead Response ProcessLead Response Process
HowHow is ouris our process designedprocess designed??
(face
How can
you get from
(keyboard to
keyboard)
face)?
To…
to
(Ear
Ear)?
to
Then…

18. Lead Response ProcessLead Response Process
““eBusiness PROCESS 101”eBusiness PROCESS 101”
1.1. Automated Email Reply acknowledging receipt ofAutomated Email Reply acknowledging receipt of
requestrequest
2.2. Personalized EmailPersonalized Email within 20 minuteswithin 20 minutes ofof
business day that answers specific informationbusiness day that answers specific information
request by customer, provides quotes on severalrequest by customer, provides quotes on several
cars and sets the stage for a follow-up telephonecars and sets the stage for a follow-up telephone
callcall THAT DAY!THAT DAY!
3.3. Successful Phone Call to customer thatSuccessful Phone Call to customer that
establishes a personalized relationship andestablishes a personalized relationship and
results in an appointmentresults in an appointment
4.4. Appointment Confirmation by EmailAppointment Confirmation by Email andand

19. Lead Response ProcessLead Response Process
ConflictConflict oror
ChemistryChemistry
CommunicationsCommunications has onlyhas only
twotwo possible outcomespossible outcomes

20. Lead Response ProcessLead Response Process
PerceptionsPerceptions
EmotionsEmotions
AttitudesAttitudes
EnvironmentEnvironment
BeliefsBeliefs
Past
Events
Past
Events

21. Lead Response ProcessLead Response Process
DistractionsDistractions
Agenda AnxietyAgenda Anxiety
TimeTime
Preconceived NotionsPreconceived Notions
Four Obstacles to Good
Communication

22. Lead Response ProcessLead Response Process
““Communication Rules 101”Communication Rules 101”
1.1. Manage the customer’s expectations by informingManage the customer’s expectations by informing
them about what to expect… In the beginning, rightthem about what to expect… In the beginning, right
up front!up front!
2.2. Deliver the information that the customer requests,Deliver the information that the customer requests,
because if we don’t, they will look elsewhere forbecause if we don’t, they will look elsewhere for
their answers.their answers.
3.3. Deliver PERCEIVED VALUE every time youDeliver PERCEIVED VALUE every time you
communicate with a customer…communicate with a customer… No Value = NoNo Value = No
ResponseResponse
4.4. Use multiple channels to make sure the customerUse multiple channels to make sure the customer
“Gets The Message”“Gets The Message” (Email, Phone, Snail-Mail &(Email, Phone, Snail-Mail &

23. Lead Response ProcessLead Response Process
After sending an email that
responds DIRECTLY to
customer’s inquiry, sets
stage for phone call and
has value, we make Initial
Customer Telephone
Contact designed to get an
appointment and/or
acquire better information
for follow-up processes

24. Lead Response ProcessLead Response Process
Appointment Confirmation Role Play

25. Lead Response ProcessLead Response Process
Appointment Confirmation Email

26. Lead Response ProcessLead Response Process
No-Show
Presentation

27. Lead Response ProcessLead Response Process
ALWAYS put yourALWAYS put your
telephone number intelephone number in
the subject line!the subject line!

28. Lead Response ProcessLead Response Process
Use Tables to displayUse Tables to display
information in ainformation in a
professional and easy toprofessional and easy to
understand mannerunderstand manner

29. Lead Response ProcessLead Response Process
Use Links to deliverUse Links to deliver
“Shortcuts” to customers in“Shortcuts” to customers in
your email messages thatyour email messages that
direct them to online resourcesdirect them to online resources

30. Lead Response ProcessLead Response Process
Closing % by Level of Contact AchievedClosing % by Level of Contact Achieved
PROCESS Results by Communication Methods
Close%Close%
AutoAuto
e-maile-mail
PersonalPersonal
E-mailE-mail
Face to FaceFace to FacePhonePhone