Dealer eLead Management Process: Request A Quote type leads

Customer Receives a Confirmation Screen from Dealer web site that acknowledges receipt of the request, and promises a prompt dealer response within 24 Hours Step #2
Online Car Shopper visits DealerWebsite.com or another Dealer web site, landing page or micro-site, fills out an online form and Requests a Price Quote or specific vehicle availability info. (Step #1)

Dealer receives the lead in NetTrack lead management application Step #3 (18% of leads are Duplicates or Invalid email out) Customer receives automated email message from Dealer acknowledging receipt of lead, verifying customer info submitted, requesting missing info, providing links to specific content within HouseOfCourtesy.com and informing customer that ISS will respond within 2 business hours of lead arriving.

Customer receives Quality Assurance message within 24 hours after submitting a lead. Instructs customer to contact CRM Director in regards to experience with Courtesys response to the lead they submitted. - Step #8

12 Hours

#4

Step #5
Additional Marketing Research Dealer conducts additional research on customer reaction to ISS response characteristics. This research focuses on Dealer buyers who have submitted Internet leads which are then matched against Sold customer data within UCS to determine which customers have purchased within a 30 day period from lead origination. Dealer eBusiness can then better understand which ISS response attributes generate the lowest & highest appointment, showroom visit and sales closing ratios by ISS

QUOTE REQUEST LEAD RESPONSE Market Research, and Best Practices Benchmarking shows that the most effective response attributes from dealers includes the following process elements which are listed below in order of execution: 1. Send Price Quotes Matrix by Email to Customer on 4 vehicles (3 new + 1 used) 2. Make Direct Phone Contact with Customer after sending Email Establish rapport & set TD appointment 3. Contact Customer more than once by BOTH Email and Telephone within First 24 Hours 4. No appointment after 24 Hours gets lead assigned to an Internet Specialist in the BDC for follow-up and processing. Any future appt. set by BDC is scheduled for originating ISS (if Courtesy LMP process was executed by ISS)

Step #7

Step #6 Faster = Higher Sales Close %

Dealer Email Contact Process (see next page) Dealer Telephone Contact Process (see next page)

Copyright 2006 Ralph Paglia All Rights Reserved

Internet Lead Management Process Flow: eOptimized Tactical Blueprint Email Contact Process (first)
Think of the email response to new Internet leads as a highly targeted advertisement sent to one person Select Stock Numbers & Quote prices on 4 Dealer Vehicles. 1. Vehicle in stock that is closest to what they specified in their Quote Request 2. Same Make/Model with less equipment. 3. Same Make/Model with more equipment. 4. Certified Pre-Owned or Carry-over that can be offered at an attractive price-point. All should be Available for customer sale and delivery and likely to attract customer interest

Telephone Contact Process (second)

Your Email template #e002 sets the stage for your follow-up phone call Which MUST be made immediately after sending the email with quotes on 4 vehicles. ISS calls to verify that the customer has received their price quotes via email, or inform them about the email and seek alternative email address ISS persuades customer to arrange a test drive appointment for same or next day. ISS must be prepared to answer questions about the vehicles quoted and to discuss the various incentive programs and special rates available on those vehicles

Use Email Template #e002

Use Phone Script #p002

Email Templates #e002

Phone Scripts #p002

(Detailed Internet Lead Management Process for First 75 Days is shown below)

Copyright 2006 Ralph Paglia All Rights Reserved

Email Contact Process

Customer Does NOT Respond by Email
nd

Phone Contact Process

Direct Phone Contact Made NO Direct Phone Contact

Customer DOES Respond by Email

2 Day BuzzTrak Email #e004

Seek Agreement to Speak by Phone #e021

Seek Appt. for OEMBrand Test Drive Phone Script #p002

3 Day BuzzTrak Email #e005

rd

2 Hours Voicemail: Phone Script #p-am004 + Left msg email #e024

Seek Test Drive Appt. by Email #e026

4 Day BuzzTrak Email #e006

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3 Party Appt. Confirmation by Phone #p004

rd

Log Appt. into LMS OR No Appt. After Phone email #e004.5

24 Hours Voicemail: Phone Script #p-am005 + Left msg email #e024

5 Day BuzzTrak Email #e007

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Mark Customer Appointment on Showroom Welcome Board

Send Appointment Confirmation Email Template w/Map, Directions, Parking Info & Where Receptionist is #e003

48 Hours Voicemail: Phone Script #p-am006 + Left msg email #e024

6 Day BuzzTrak Email #e008

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Pre-visit Preparation:
1. 2. 3. 4. 5. 6. 7. Select Vehicles Fuel & Clean Bring 1 of 4 up Front Prepare Customer Portfolio Print KBB on Trade Print all Emails Prepare Visit Agenda/Folder

7 Day BuzzTrak Email #e009

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3 Day Voicemail: Phone Script #p-am007 + Left msg email #e024

rd

. .. .. ..

7 Day BuzzTrak Email #e009

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Customer Arrives at Dealership Reception Process #F001

APPT. SHOW -NO SALEFollowup email

#e003.5

Customer NO SHOW Appt. No Show Process #e0020

5 Day Voicemail: Phone Script #p-am008 + Left msg email #e024

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Copyright 2006 Ralph Paglia All Rights Reserved

30 Day No Response Email #e011 Account Deactivation Notice (Due to Inactivity)

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Customer Responds (usually over 20%) with request to keep Account active Repeat 4-car quote Email response using #e002 Initial Personalized response email with replacement vehicles due to changes in inventory since original lead Follow-up with phone same day as response came back from the Account Deactivation Notice. Schedule appointment to visit dealership for a test drive Go back to beginning of Email process using #e002 Template, followed by Telephone Follow-up using a variation of #p002 Phone Script. Follow prescribed Lead Management process unless customer asks not to be contacted any more, or buys a car somewhere else. In that case, put customer into Bought Elsewhere marketing process cycle.

45th Day No response or contact by Phone, Email or Showroom Visit = Change Status to No Response then periodically send Dealer newsletters and GM product or promotional and Incentive program updates as part of Broadcast Email Program, if email address is valid

Copyright 2006 Ralph Paglia All Rights Reserved