DataCar_CRM_QG LEAD MANAGEMENT_EN

Quick
Guide #01
Automotive Manufacturers Quick Guide
Help your Dealers convert your leads
Introduction
As an automotive manufacturer, you invest heavily in generating
leads. As such, you know how important it is to deal with those leads,
especially in light of the economic volatility we face today.
AUTOMOTIVE MANUFACTURER
MANAGEMENT SPECIFICS
1
Passionate consumers
There is no doubt that cars occupy a special place in consumers’ hearts.
They are everyday products which need to be functional as well as
comfortable, but people are also passionate about cars; they have an
effect on the owner’s personal image...
Your investment efforts can only be seen through if your leads are
handled efficiently by your dealers.
A car is also a product which has a great impact on the household
budget and so customers spend time fully exploring the different models
manufacturers have on offer, before making a decision.
With this in mind, our Quick Guide presents:
• Lead management specifications for automotive manufacturers
These are the reasons why manufacturers tend to develop their brand
policies with a related image, specificities which make them stand out and
stick in the customer’s mind.
• Leads processing and the New Customer Journey
• Lead Management Basics
• Example: DataCar CRM
2
reminder: lead ≠ prospect
Each action within the manufacturer’s promotional activity is a reflection
of the brand’s image, regardless of the advertising media used: billboard,
TV, Internet, social media, print...
The term lead refers to a business contact who has shown interest in
our product and about whom we have some basic personal information.
Naturally, each manufacturer’s central marketing department has a clear
idea of how customers should be treated:
A lead is a contact identified for a potential transaction.
We can consider a lead to be a prospect when he/she has been
contacted by a sales rep and the sales rep has either sealed a meeting
or decided there is a likelihood a purchase will be made.
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The customer’s path crosses the dealership
quick guide Help your Dealers convert your leads
• Welcomed with a smile,
• Answered quickly,
• How the vehicle should be presented…
Right through to signing the order.
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NEED GENERATION
INITIAL CONSIDERATION
• Searches internet
BRAN
ERATION
GEN
ED
E
N
• Calls contact center
• Request info online
D
CON INITI
A
SID
ER L
AT
IO
ENGAGEMENT
EMENT
GAG
EN
BEFORE
USAGE
D
EL
IN IVE
ST RY
AL /
LA
TI O
DELIVERY /
INSTALLATION
• Delivery
• Invoice
• Getting familiar
N
MOMENT
OF PURCHASE
• First Interaction
• Subsequent Interactions
• Car Presentation
• Offer
• Search for best price
N
UA
TIO
AFTER
E
It is therefore essential that manufacturers help dealers to manage their
leads.
DURING
USAG
• Maintenance
• Warranty period
EV
AL
So, it is likely that despite the development of the Internet and the
important role it plays in the sales cycle, customers will be in contact with
the dealership.
Customer experience journey
N
One of the unique characteristics of the automotive distribution sector
is that the journey to this somewhat special product often starts with
perfectly controlled communication by the manufacturer who detects the
lead, but which ends up elsewhere: at the dealership the lead is sent to.
But the dealership staff do not necessarily have the same priorities as the
manufacturer itself and therefore they aren’t always vigilant enough as far
as handling leads is concerned.
E
MOMENT HAS
C
OF PUR
DEAL
EVALUATION
• Studies Offer
• Calls in case of a query
• Search for best price
ER
• Signs contract
• Final Presentation
• Additional services (Finance, Insurance...)
Leads processing and the new
customer journey
Over the past months, we have seen the following changes take place:
• Websites,
• Comparators,
• Social networks,
• Showroom visits…
• Forums,
The number of contact opportunities (“touch points”) with the customer
is growing exponentially and generating an ever-increasing number of
leads with varying levels of lead qualification and maturity.
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quick guide Help your Dealers convert your leads
Responsiveness is a critical factor.
Customer requests must be handled immediately.
key figures
1h
x7
A lead which is handled in less than
an hour is 7 times more likely to be
converted into a sale. (source : largus.fr)
Dealers are aware of these issues; however they are lacking tools
and need to adapt their sales organisation.
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lead management basics
1
4
Leads monitoring is important to be sure that:
Real-time transmission
• All leads are assigned,
• All calls are made within the deadlines,
In this context, it is no longer possible to lose time sending the lead from
the call center to the dealer.
Real-time communication is needed to send the leads to the dealer’s IT
system electronically.
2
• The outcome of the call is captured and the next steps are
defined and scheduled.
5
• Detect any drifts,
• Compare sales rep results,
• Identify good practices.
A customer has shown an interest and said what he is looking for.
You have some of his personal details, requirements etc and these details
are very important for the sales rep but even more so for the customer
who needs to feel he has been listened to and that the conversion which
is already underway is continuing, without any interruption.
• Current vehicle,
• Previous showroom visits.
This information gives the customer a good impression. He feels as though
he is known to the sales rep, and this can make all the difference.
3
Quick sales rep assigment for immediate call-back
Now that the lead has been sent to the dealer’s CRM, it needs to be
instantly assigned to a sales rep so that he/she can make the call in a
matter of minutes.
Sales force coaching
Daily and monthly sales reports are sent to the manufacturer in order to:
All relevant information should be made available
to the sales rep
The sales rep should also be able to look for information he has about
the customer:
Careful monitoring means no leads are lost
In other words, providing the means to coach sales reps in order to help
them improve their results and get better conversion rates.
6
Database enhancement and collaborative work
Data collected during telephone or
face-to-face conversations enhance
the customer database and if the
work is done correctly, the customer
will contact you again.
Furthermore, this information is
essential for different dealership
staff members to work together:
• Phone advisors,
• New Car sales reps,
• Used Car sales reps,
• Secretaries,
• Sales managers...
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quick guide Help your Dealers convert your leads
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TIP
Store the customer’s “mybrand.com” ID in the Dealer CRM
so as to be able to reconstruct the full customer journey.
3
Sales rep diary
The sales rep’s actions are automatically displayed in his diary.
exAmple: datacar crm
1
Electonic lead transmission
A web service between the manufacturer system and DataCar CRM
means leads are instantly and automatically integrated in the dealer’s
DataCar CRM.
2
Comprehensive details at the sales rep’s fingertips
A comprehensive view of customer details including vehicle history,
new car requirements etc.
8|
quick guide Help your Dealers convert your leads
www.datafirst.fr
4
Regular reporting
Overview of dealership activity by site or group and varying time scales.
6
DataCar CRM is a range of products including:
• Deal Stacker to issue the New or Used Car offer
(stock or catalogue/to order),
• Digital Marketing for customer acquisition or retention.
Increase customer loyalty
SFA
Manage your sale
force team
Pro
Choose a complete
tool dedicated
to the sale
Expert
Set up your digital
marketing
Functional enrichment
5
Good quality database
DataCar CRM provides an overview of the quality of the customer database.
THE DRIVING FORCE BEHIND YOUR SALES PRODUCTIVITY
10 | quick guide Help your Dealers convert your leads
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Want to find out more ?
The DATAFIRST team is waiting to hear from you.
DATAFIRST S.A.S
117 rue Bataille
69372 LYON cedex 08
DATAFIRST at your disposal
+ 33 (0)4 78 78 11 00
[email protected]
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