Do More With the Sales Leads You Already Have

Focus on the most important thing: Calling the right lead at the right time

Usually, when dealerships want to sell more cars they try to get more sales leads, and that makes perfect sense.



But the big idea we’d like you to consider is this: Stop trying to get more leads and start doing more with the leads you’ve already got.

Most customers who are shopping online are entering their contact information in multiple places before buying a car. That means most of “your” leads are not exclusively yours at all, making the competition fierce for nearly every lead.

This makes lead-response strategies an essential element to success today. The bottom line is that dealerships with a better, faster, and more intelligent lead-response strategy will simply set more appointments and sell more cars. So, how do you do it too?

Three primary changes can dramatically increase the efficiency and output of your entire lead-handling process, and help you move past the obstacles that are stopping your call center from increasing its efficiency and output.

Increase number and impact of attempts

By creating a robust, predefined call cadence that’s applied to every lead, you can ensure that each lead is given equal attention, which equally distributes your call center’s lead-handling power across your entire database of leads. This is important because data shows that, on average, only two or three call attempts are made to most leads, but it takes closer to 10 attempts to actually reach a lead.

If your cadence comes prebaked with more calls earlier in the life of the lead, then you’re even further ahead of the game. That’s because a Web lead contacted within five minutes is nine times more likely to convert than a Web lead contacted later.

Decrease distractions

Let’s be honest: Working in a call center is not an exciting job. Many people would call it tedious—dialing lead after lead, trying to book appointments, and often dealing with less-than-polite people.

Most people would choose to do anything other than make the next call—even dig a ditch . . . believe it. In most business development centers (BDC), there are a variety of noncall-related tasks that create distractions and diversions. This prevents reps from performing the most important task: calling.

Instead, give callers at the BDC a super-simple interface to minimize distraction and confusion. Then help them maintain focus by creating dedicated outbound call blocks, where callers are asked to do nothing but dial out.

Reduce the time between calls

Right now, your reps are bogged down in the process of deciding who to call next. This process takes too much time and often results in bad decisions, slow decisions, or the decision not to call at all.

Strip away the manual decision-making process so reps can focus on the one thing that is most important: calling the right lead at the right time, which should be determined for them. Add to this the ability for your reps to move to the next lead immediately with a single click, and you’ve got a recipe for success.

So if you want to convert more leads into appointments and ultimately sales, you should aim to increase your lead response time, increase the number of dials to each lead, and be more strategic in your response strategy. The best news? By making these three changes, you’ll remove the three biggest obstacles standing in your BDC’s way.

If you want to learn more about streamlining your call center’s processes, so you can get the most opportunity from every lead, visit www.YesCallCommando.com to download a free white paper.

Jimmy Vee and Travis Miller are the founders of Rich Dealers®, the nation’s leading experts on attracting customers, and the authors of Gravitational Marketing.

Jimmy Vee and Travis Miller

2 Comments

  1. Avatar
    Sammy James November 25, 2015

    I am so happy to see this article! I agree with everything you said about ‘ringing’ more value out of every lead. But after 9 years of experimenting, we are finding that calling a lead in less than 60 seconds greatly improves the conversion rates. 5 minutes is better than 2 hours of course. Because at 2 hours you are essentially making a ‘cold’ call.

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