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EMAIL/PHONE LEAD RESPONSE
Email Best Practices
Analyze the lead or request− What has the customer asked for?− Are there questions or comments in it?− Where is the customer?− Is a trade-in mentioned?− Look at email address
Email Best Practices
Respond quickly− Timeliness is crucial in online communication
Answer the customer’s questions− If you don’t have the answer, provide a time estimate for getting it
Offer alternatives/solutions− What you do have, what is on the way or what you can get− Certified Pre-Owned
Engage customer by asking questions
*Cobalt Source: CDK Global Inc.
Include the Following
Greeting Thank customer Answer all questions Offer more
− Personalize− Alternatives− Benefits of brand/dealership
Ask questions Invite for a visit Contact information
Real Mystery Shop Emails
WEBSITE LEAD TWO SHOPPER COMMENTSCan you give me the price of a 2015 Sonata Sport with the premium Package? Is there a white one at your place?
VEHICLE SHOPPED: Sonata Sport
Greeting Thank you Answered question(s) Offered more Asked question(s) Invited for a visit Contact information Thank you________________________________
ATTENTION AND COURTESYBEING KNOWLEDGEABLESALES PRESSURESTRAIGHT ANSWER AND HONESTY
Does this include everything on the checklist below?
Real Mystery Shop Emails
WEBSITE LEAD TWO SHOPPER COMMENTSBuying a Sonata, SE 2.0T. Need to know about any specials on price, do you have white with the premium package?
VEHICLE SHOPPED: Sonata SE 2.0T
Greeting Thank you Answered question(s) Offered more Asked question(s) Invited for a visit Contact information Thank you________________________________
ATTENTION AND COURTESYBEING KNOWLEDGEABLESALES PRESSURESTRAIGHT ANSWER AND HONESTY
Does this include everything on the checklist below?
Phone Leads
It’s 2015. Does anybody even make phone calls?Why are we talking about phone leads?
Source: Hyundai 2014 Mystery Shop data
2014 Lead Volume (Email vs. Phone Calls)
eMail Leads
460,922
Phone Leads 2,819,044
What makes a phone call successful?
Successful Phone Calls
Customer Had questions answered
quickly and completely Felt in control of the
conversation Received something of
value from dealership Feels that time was used
well
Sales Consultant Set appointment
- What’s a better approach?
2014 Mystery Shop Phone Calls• 59% of sales consultants
confirmed test drive appointment date and time
What makes a phone call successful?
Successful Phone Calls
Customer Had questions answered
quickly and completely Felt in control of the
conversation Received something of
value from dealership Feels that time was used
well
Sales Consultant Invited for a visit Built rapport with the
customer Recorded important details
of the conversation Agreed on follow-up
contact
Best Practices
Greet Engage Invite customer in for a visit Offer options for next step Offer contact information Ask for the customer’s contact
information
Phone Lead Planner
Create standard greeting
Use a new sheet for each call
If You Need to Transfer
Use Warm Transfers− Keeps the customer from having to repeat information− Demonstrates that you care
Tips− Explain to the customer that they are being transferred− Provide the name and title of whom they will speak to− Convey the customer’s name and need to your
associate before transferring the call− If possible, stay on the line to introduce the customer
to your associate
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