9 Clouds Automotive Marketing Blog
Where automotive meets digital marketing.
There is no one-size-fits-all way to deliver leads to sales reps. Every dealership has different internal processes that have to be considered when reporting digital leads from emails, forms, and web traffic. Some dealerships rely heavily on their CRM to divvy out tasks to sales reps, while other dealerships prefer good ol’ spreadsheets to hand out lead assignments.
So, what is the best method for delivering leads to your sales reps? To determine that answer, we need to take a step back and first discuss what qualifies as a digital lead.
MQL vs SQL
Distinguish a marketing qualified lead from a sales qualified lead. For example, a marketing qualified lead could be someone browsing the showroom in July but waiting around for the winter holiday specials. Feel free to keep sending this lead promo emails, but stop wasting time calling. He or she is not that far down the sales funnel.
On the other hand, a sales qualified lead could be someone who clicked on two Fusion specific emails and then explored 5+ pages on your website, all within the last 45 days. Opening an email is good but clicking an email is great. Clicking two model specific emails within 45 days? That’s gold. Looking through your website is simply the cherry on top. They are certainly worth calling since they are actively pursuing a vehicle.
Communication is Key
However you decide to qualify leads, just make sure those qualifications are related to the sales rep. They may never trust the “leads” list again if they are only receiving the names of those who opened an email or filled out a form 3 months ago. If you provide them with quality leads, let them know how you found those leads (i.e. they filled out a trade evaluation form this week and visited used car inventory pages).
The automotive industry is making huge strides to become more automated (no pun intended) by leveraging technical tools, starting with CRM systems. So, if you are still using a pen and paper, now is the time to start learning the ins and outs of your CRM. Your competition may be only a few sales ahead of you, but those sales could have easily originated because of more efficient use of their CRM system.
One of the most efficient ways to take advantage of all the bells and whistles a CRM has to offer, is by integrating lead tracking results with a sales rep todo, commonly known as a task in Vinsolutions and other CRM systems. This can be done two ways – manually or automatically.
Manually, you can export email leads from your marketing tool and then import them to your CRM. Next, you can assign sales rep specific todos from those imported leads. This will automatically build a connector between your marketing software and your CRM that will seamlessly create tasks in real-time. This certainly takes more effort to set-up, but is a great investment once it is up and running.
Last but not least, you need to bring the lead full circle and track his or her progress. Did the sales rep make a follow up call? Did he or she visit the store, or perhaps make a purchase? This info is important to everyone involved with the lead, from the person who created the email to whoever assigned the lead to a sales rep.
What’s the point of handing out quality leads if no one follows up? How will the email creator ever learn if he or she never sees more than the open and click rate? If one email had a 5% click rate and 1% of those clickers eventually came to the store and purchased, then the creator did a great job of converting marketing qualified leads to customers.
Lead lists should never have a “set it and forget it” strategy. Each lead needs to be nurtured and results need to be reported. If you would like to learn more about lead tracking, contact us. We would love to share our insight and hear yours as well.