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Managing Leads for Car Dealerships

Posted on: May 6th, 2012 by credit

Lead generation is easier today with the help of lead generation companies like Approved Auto Leads. Car dealers would simply have to place their orders, dictate how many leads for car dealerships they want to receive, and pay for them. They do not have to go through the tedious task of finding prospects and implementing marketing campaigns to attract them. However, if their goal is always to increase their revenue, car dealers should make sure that both lead generation and lead conversion systems are both functioning excellently. The former can be easy with the help of a lead generation company while the latter could be a bit more challenging as it also requires efficient lead management system.

There are three essential phases in lead management namely, lead nurturing, lead scoring, and lead distribution. Lead nurturing is the phase where a car dealer builds relationships with the leads who are not yet sales ready. Car dealers can use email, phone, direct mail, or the social media to reach out to them. The challenge here is for car dealers to make themselves seem that they are not just salesmen but also someone who can help prospects with their concerns. They should also be able to successfully build trust and credibility in this phase.

The second phase is lead scoring. Lead scoring is basically determining whether the leads for car dealerships are already sales ready or not yet by monitoring their interest level and online activities. Lead scoring involves using criteria comprising the demographic, behavioral, and lead source information of a lead. Demographic information include the details provided by the prospects in the application form they have filled out. Meanwhile, behavioral information include the activity of the lead such as email opens, website clicks or visits, keywords searched, downloads, and the like. This also sometimes include the lead source information such as ads clicked.

The third and last phase is lead distribution. This is where car dealers pass the leads for car dealerships on to their sales team. In this transition phase, car dealers should provide all the necessary details that their sales reps would need about the leads. This does not mean, though, that they would totally leave the work to them. Car dealers should still be monitoring sales follow-up and results. Furthermore, they should also update their lead scoring criteria as the leads’ behavior and response change over time. This also allows them to make some improvements in their lead management and lead conversion systems considering the shifting and growing demands of the leads.

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