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From: Jared Hamilton
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Amy Taggart

Amy Taggart Marketing Manager

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Working Internet Leads? How's Your Process?

This week we're continuing our series on the Top 5 Best Practices for Following Up on leads at your store. We've worked our way through the top 3: "Make Contact Quickly"; "Sell the Appointment" and "Don't Pull Credit First." Next up is one that's easy to forget -- #4, "Work Your Process".

Like anything else, you have to know where you're going and what success looks like if you're going to get there. In the dealership, that means knowing what you're going to do with these leads before you start getting them. Get your process right before you sign up a lead provider or launch that new website or mailer.

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But we're not telling you something you don't already know. 

So let's verify that you're following these best practices:

  1. Do you have someone who is specifically responsible for prospect follow up? Accountability is a great way to protect your wallet.
  2. Fine tune your scripts for setting appointments and use those each and every time you pick up the phone. 
  3. Set the appointment for within 48 hours of your conversation with the prospect, and always always always confirm the appointment. 
  4. As we covered in the last post on credit, discuss financing and the down payment in person.

We're coming to the end of the list here 

-- join us next week for the final entry in the series, "Be Consistent."

Ali Salman
Having a lack of proper follow-up is resulting in dealerships having a very poor closing ratio. Proper follow up process and systems should be in every dealership.
Mike Jeffs
@Ali, how long do you recommend dealerships follow up and what kind of frequency have you seen success?
Ali Salman
Mike, nurturing should be happening till their next purchase. As dealerships don't realize but they are a one stop shop for all the vehicle needs. Proper list segmentation should be done in order to identify leads with different motivation levels through different life cycles. Dealerships who realize customer life time spend way less on marketing and lead generation in a long run. Frequency: This matters on how you have segmented your list and who you are targeting at what frequency. For example a customer who was not closed should get an email within 48 hours as they likely be still out there in the market. On the other hand if we have a guy who came for service, should be nurtured every 45-60 days. Hope this helps.
Amy Taggart
Great comments Ali and Mike, thanks for posting.

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