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As dealerships get better and better at generating leads online, the challenge becomes developing processes to drive the best leads to your showroom. But how do you determine which leads are most likely to actually buy -- and how can you ensure that they buy from you instead of your competitor? Targeted incentives are a proven effective way to get motivated buyers into your showroom. Choosing the right prospects to incent will help improve your show-to-close, and keep your cost per sale down. In this free 30-minute webinar with David Metter, you'll learn the critical importance of scoring leads from all sources, and how to drive only the best leads to your floor. Metter will discuss: • Quality over quantity -- how to offer incentives to only the leads most likely to buy • Adding incentives to direct and email campaigns that will dramatically increase show rates • Re-incenting based on lead score: How to get the best leads to come back • Great processes for handling those leads once they're in the door ...and much more. With the summer months approaching, there's no better time to master the art of identifying and incenting top-quality leads!
Citation preview
How to Beat Your Competition and Drive the
Highest Quality Leads to Your Showroom
Date: May 18, 2011
Speaker: David Metter
HookLogic, Inc.
Founded in 2004
Proprietary Software-as-a-Service platform
Technology proven in travel and retail space, as well as automotive
Offices in New York, Michigan and United Kingdom
Clients in US, Canada and Europe
Some of our clients:
About HookLogic
About David Metter
• Founding Partner of HT Automotive Consulting Partners
• CMO for a large, privately held dealer group for more than six years
• Formerly, a GM, sales manager and one of the top Chrysler salesmen
in the country
• Leadership position at Autobase, a leading automotive CRM company
• Frequent speaker at industry events including
• Digital Dealer
• Global Automotive Conference
• JD Power Internet Automotive Roundtable
How to Beat Your Competition and Drive the Highest
Quality Leads to Your Showroom
Agenda
• How To Identify Quality Leads
• Lead Scoring
• Processes For Handling Leads
• How To Identify The Highest Intent To Buy
• How To Differentiate And Win
• Examples of Outbound Marketing Campaigns
• Historic Results
• Q & A
How to Identify Quality Leads
• Traffic dwindles in summer
• Quality over quantity is critical
• How do you identify quality leads?
• Sales teams want to deal with people who are ready to buy
Lead Scoring
• Score leads from all sources
• Sometimes third-party leads have higher
close ratio than home-grown
• Leads are covered from 1-10 based on
likelihood to purchase
• Factors taken into account:
• Lead source
• In-market timing
• Past buying behaviors
• Household demographic data
Processes for Handling Leads
• FACT: People with higher lead scores
buy at a higher rate
• Incent these leads and ensure they
buy from your dealership – not your
competitor
How to Identify the Highest Intent to Buy
• “Cherry-picking” leads by source may allow quality leads to slip through
• GOAL: Drive customers with higher leads scores to the showroom
Source: Polk
Differentiate and Win
• What goes into the internet lead process today?
• How can you stand out and win more sales?
Hi, thanks
for
visiting!
Hi, thanks
for
visiting!
Hi, thanks
for
visiting!
Examples of outbound marketing campaigns
© 2011 HookLogic
Historic Results
Historic Performance Results:
• 30% increase in overall show rate
• 40% increase in overall close rate
• Cost Per Incremental Sale: Under $90
• High level of customer engagement
• Increased lead-to-show ratio
• Higher show-to-close ratio
• Strong sales close rate
• Increased sales at low incremental cost
• Revenue gains
© 2011 HookLogic
Q & A
Questions? Comments?
Thank you!
…and that’s that!
Teresa M. Kruse Automotive Consultant HookLogic tel 646.467.8226 cell 734.904.6174 [email protected] www.hooklogic.com/auto
David Metter Founding Partner HTACP tel 877.707.0909 cell 443.802.8850 [email protected]
