Automotive Workshop; Honda Lead Management Process - Day 2 Handout

Lead Management Process Process Improvement
and Implementation
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N

Phone Call To Set Appointment
Purpose:
1. Build a relationship by creating
rapport using “like me” messages.
2. Pre-qualify your “Customer”. Plan.
3. Schedule an appointment for a
vehicle presentation at the
dealership or other location.

Thursday, September 15, 2005 63 © 2003. Reynolds Consulting Services - All Rights Reserved

and Implementation

Key Elements:
1. Introduce yourself.
2. Acknowledge customer’s request.
3. Discuss current vehicle (trade).
4. Explore alternatives (SSL).
5. Determine shopper’s timeline of purchase.
6. Set the appointment.
7. Set the stage for the visit.
8. Validate the appointment
9. If no appointment, set the stage for following up.


and Implementation

Active Listening Skills
- LAER


and Implementation

Listen
Tune the customer in and tune the
world out.
Be interesting by being interested. Explore
“Would you consider a similar vehicle
Acknowledge with similar equipment or should we
Restate in your own words what the rule that out?”
customer is looking for. “Can you tell me more about that?”
“That makes sense. So what you’re “I want to understand, but I need some
saying is . . .” more help.”
“That is an interesting point.” “What do you mean by . . .”
Always maintain good eye contact and
sit forward.

Respond
Provide answers to the customer’s questions / objections with recommendations.
1. Offer alternatives.
2. A solution statement.
3. Suggestions for the next step.
4. Ask them what they think could solve their concerns.


Telephone Process

Focusing on having a set of
objectives in front of us, each time
we make a follow-up call…

Word Track Forms are used for
training and collecting customer
information during each call.

and Implementation

Telephone Process
Maps &
Scripts


Phone Management Process
Lead Follow -up Analysis Process Improvement
and Implementation

The most successful
eBusiness Dealers
focus on scheduling an
appointment by using a
form that has a dual
Call Made
Within purpose of “Information
1 Hour Gathering Tool” and
(secret sauce)
suggested Phone Script
during each call…

ØLet’s take a closer look at
this tool and how it is used
by dealers...


and Implementation

(Part 1) Internet Customer Call AFTER Price Quotes Sent by Email
Hello, this is _______ with the CRC at ABC Motors, May I speak with_____________?

Hi __________, earlier today (yesterday?) weto speak with you about the information we
IF NO: That’s OK… When would be a better time
sent you an email message with
sent? What number should I call? ________________ Do you have an email that you can access
information and price quotes. Have you been able to take a look at it?
right now, so I can send you price quotes? Customer’s #2 Email:______________________
IF YES: Great! So that you get all the benefits offered by ABC’s Internet program, I’d like to
discuss how it works with you… Would that be OK?
If NO: When would be a better time for me to call?

IF YES: Have you ever bought a vehicle using the Internet before?
If Yes: Great! Tell me, how did it go?

IF NO: No problem, Let me explain how our Internet process helps you get a better deal… There
are Four easy and convenient steps:
Step 1. Find a few vehicles that might be right for you
Step 2. Provide you with prices & the information you need to make
an informed decision
Step 3. Schedule a convenient time to come in, look at the vehicles and
take a test drive
Step 4. You bypass the traditional car sales process and buy your new vehicle
in less than half the time it usually takes… At the lowest prices,
without any hassles or aggravation

and Implementation

So that I can make sure we sent you quotes on the right vehicles,
I am going to ask you a few questions:

You indicated that you’re interested in a:
_______________________________________(year/make/model)

What options or equipment are a “Must Have” for you?_________
________________________________________________________
________________________________________________________
________________________________________________________
If we had a similar vehicle to what you enquired about, with
similar equipment, that was less expensive… would you want to
know about it, or would you rather have us rule that out for you?
(IE: Demo’s, factory program vehicles, cancelled orders, etc.)
YES or NO


and Implementation

(Circle Answer) Are you ADDING or REPLACING a vehicle?
What are you currently driving?
Year:____ Make:__________ Model:____________ Miles:______K
Options/Equipment?______________________________________
(Circle Answer) Would you like a Trade-In value estimate?
YES or NO
So we can understand what’s important to you…
Thinking about what you currently drive:
What do you Like Best?
________________________________________________________
________________________________________________________
What would you Improve?
________________________________________________________
________________________________________________________


and Implementation

Going back to the ______________ (model only) you expressed interest in…
When was the last time you drove a (Year & Model)?____________

May I make a suggestion?_________
(If Trade) So we can (give you as much possible for your trade
in and…) give you an opportunity to test drive the (Year &
Model)... we should make arrangements for you to come in:

…Would Today Tomorrow be better?

Morning OR Evening?
10:15 or 10:45? 6:15 or 6:45?

Great, we’ll see you on ________________ at:____________


and Implementation

When you arrive at the dealership, please take advantage of the Customer
Parking in the front of our showroom and see our receptionist, who is located
in the showroom entryway, right as you walk in the front. Please give her your
name and let her know you have an appointment with Joe Dealermaker, our
General Manager… She will have your name on her appointment calendar
and Joe will be expecting you. We will have several vehicle pre-selected for
your inspection and test drive.
Please let me give you directions… Or, would you prefer that I send them to
you by email?
(Give directions to dealership)

…AND, If anything changes on our end, I will contact you by
email & phone to let you know…
PLEASE do me a favor; if anything should change on your end
that will effect you coming in… will you let me know?

and Implementation


and Implementation


One Last Thing….
Update the Appointment Board
Customer name Time Salesperson Vehicle Phone # eMail address Confirmed? Showed


and Implementation

Appointment Confirmation
Purpose:
1. Increase Contact Ratio
2. Increase Show Ratio
3. Increase Closing Ratio

2 Parts Of Appointment Confirmation:
1. Appointment Confirmation eMail Template
w/Map & Directions
2. Confirmation Phone Call made by 3rd Party @ Dealership


and Implementation

Confirmation Phone Call

Key Elements:
1. Introduce yourself (3rd Party).
2. Purpose of the call, and
restate date, time and location.
3. Recap directions.
4. Confirm the appointment.
5. Arrival instructions.
6. Validate the appointment.
7. Thank you.
8. Update the Welcome Board.


and Implementation

Confirmation eMail Template
Key Elements:
1. Thank you for Appointment
2. Restate the appointment date,
time and location
3. Map Showing Dealer Location
4. Arrival instructions; where to
park, where to find receptionist
and who to ask for
5. Validate appointment.
6. Use a confirmation eMail template, and set up with process automation
rules to go out 24 hours in advance of the appointment date and time.
OR, manually set a reminder to yourself to send appt. confirmation
email… Send immediately if same-day appt. is scheduled

and Implementation

Confirmation eMail
Example:
From: Ralph Paglia
To: Kevin Stockton
Subject: Appointment at 10:45AM on 11/15/2003

Hello Kevin,
I want to thank you for setting aside time to meet with me on:
Saturday, November 15 at 10:45 AM…
Be sure to look for your “Reserved for Internet Customers” parking area.
By the way, if you need directions to the dealership, click on the link below:
(Directions from YOUR Address) for our web site’s directions functionality.
I look forward to meeting you and will see you on Saturday, November 15 at 10:45 AM.

And remember, if anything changes on your end, please let me know and
I will do the same if anything comes up at our end.

Thanks

Automotive Workshop; Honda Lead Management Process - Day 2 Handout

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Automotive Workshop; Honda Lead Management Process - Day 2 Handout