It’s worth remembering that if the basics are not in place then you should not expect your advanced ideas to work.
Quite often we are called upon to help dealers integrate more advanced ways of integrating new (paid for) lead sources in order to sell more cars.
When we review the status of the business on the system dashboard we find that the basics are not always in place. Without a strong grasp of the fundamentals of lead management, dealerships waste huge amounts of money digging for clever ways to generate more leads when in reality much of the opportunity already flowing through the business is being wasted!
AutoSLM has a simple and fundamental approach to lead management and activity tracking – All leads (including walk in and call ins) must be followed up to conclusion and never left hanging.
If your dashboard shows that there are overdue contacts then this means you have to take action by re-enforcing with Sales Executives that each and every lead must be followed up to conclusion – including asking the tough questions – “Have we reached a conclusion here Sir/Ma’am? Will you proceed with the deal or can I close this engagement and follow up with you in a few days or weeks?”
If your Sales Executives do not reach a conclusion on each lead generated then you will never know whether a lead generation investment worked.
Lead pipeline (diary) review should be part of your Sales Management daily operating procedure in order to show the team that you are interested in how they are doing and what challenges they are facing. We find this time and again by reviewing the telephone call content of a lead path through the business – too often the opportunity just peters out because of failure to follow up in time with the prospects expectations. Once the trust is broken it is the end of the relationship.
Drumming up more and more leads is a waste if you do not have a handle on what happens to them after they hit your business so there needs to be good balance.
Below is an article we found that will help you get started (and for those already doing this, it will help improve your mindset) and approach the opportunity in the right way. You Don’t Need 10,000 Subscribers – Here’s Why… “More subscribers, more sales.” This is the...