Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Call Tracking to CRM is all the rage right now-- and rightfully so. We have been pushing this rope for 30 years....trying to get all our leads in CRM. We know we will deliver at least 15% of the unsold follow up opportunities we act on from our CRM....and that is huge! We also know that less than 20% of our Phone Leads are entered; so it natural that there is so much chatter about 'integration'.
But... no level of automated integration technology will solve the real problem. Dealers are placing a laser focus on technology that should be the second step in the repair.
Over half of the connected sales calls in dealers today end with no permission to follow up with the customer. No contact information is earned, asked. or received. Yet we continue to allow the untrained or the unable to manage the most important 'lead' in our business. We watch every day as our representatives politely answer questions that end with a 'thank you'.
Improve or Remove
Measure your phone handlers, train them to maximize your marketing, set a certification level...and don't be afraid to take their phone away when they waste your money!
A cohesive strategy of lead management through technology and providing a valuable customer experience on the phone that creates a desire to do business will result in exponential results.
February MTD Calls Requesting New Car Sales::