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Hilary Griffith
6 years ago
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2 LEAD RESPONSE

3 The State of Lead Response at Hyundai Leads sent through Hyundai.com Leads sent through dealer s primary website Telephone leads Hyundai.com: Speed is EXCELLENT Quality is POOR Dealer Website: Speed is IMPROVED Quality is POOR Phone: Professionalism is POOR Selling Value is POOR Setting Appointment is POOR Source: Hyundai 2011 Mystery Shop Program, February 15, 2012.

How Mystery Shop Email Leads Were Scored Speed 30% Less than two

Two to 48 hours: No points awarded but lead content was scored

Value 35% Offering Alternate Vehicle Reason to Act Quickly

4 How Mystery Shop Leads Were Scored Speed 30% Less than two hours: Points awarded Content 70% Answering Shopper s Questions 20% Two to 48 hours: No points awarded but lead content was scored Selling Brand, Product, Dealership Offering Test Drive Selling Value 35% Offering Alternate Vehicle Reason to Act Quickly Demonstrating Professionalism 15% Contact Elements Thanking Shopper Providing Next Steps

Email Leads: Speed Results Less than Two-Hour

40% 70% 35% 60% 30% 50% 40% 30% Dealer Website

com 20% 10% 10% 5% 0% 2009 2010 2011 0% 2009 2010

websites received responses in two hours or less

com Over 20% of leads submitted through Hyundai

5 Leads: Speed Results Less than Two-Hour Response Time No Response At All 90% 45% 80% 40% 70% 35% 60% 30% 50% 40% 30% Dealer Website Hyundai.com 25% 20% 15% Dealer Website Hyundai.com 20% 10% 10% 5% 0% % Fewer leads submitted through Hyundai dealer websites received responses in two hours or less than leads submitted through Hyundai.com Over 20% of leads submitted through Hyundai dealer websites received no response at all Source: Hyundai 2011 Mystery Shop Program, February 15, 2012.

6 Leads: Content Results 1 of every 10 responses highlighted the Hyundai brand or model 2 of every 10 responses offered an alternate vehicle 3 of every 10 responses offered a test drive 4 of every 10 responses answered the lead s question about price 4 of every 10 responses described vehicle availability 2% of responses to Sonata leads mentioned Blue Link 3% of responses mentioned Hyundai Assurance Source: Hyundai 2011 Mystery Shop Program, February 15, 2012.

Email Leads: What s Wrong with These Responses?

7 Leads: What s Wrong with These Responses? Response time: 1 hour, 56 minutes Minnie Rivers Max Clinton Carolyn Harper Lillian <charper@internetdomainname.net> Benson <lbenson@internetdomainname.net>

8 Leads: What s Wrong with These Responses? Response time: 24 minutes Minnie Rivers Max Clinton Carolyn Harper Lillian <charper@internetdomainname.net> Benson <lbenson@internetdomainname.net>

Email Lead Response Best Practices Analyze the lead What has the customer asked for?

9 Lead Response Best Practices Analyze the lead What has the customer asked for? Are there questions or comments in it? Where is the customer? Physical location In the purchase process Is a trade in mentioned? Look at address

Email Lead Response Best Practices Answer within one hour with a response that will TAARGET the customer Thank the customer for the request Answer all of the customer s

10 Lead Response Best Practices Answer within one hour with a response that will TAARGET the customer Thank the customer for the request Answer all of the customer s specific questions Ask a question of the customer Recognize the customer s choice of vehicle Give more than the customer expected Explain next steps Thank the customer again

11 Sample Lead Response Thank you for your request for information about the 2012 Hyundai Elantra. My name is and I am looking forward to serving your needs. We do have several Elantra GLS models equipped with the automatic transmission in stock. You mentioned that you would prefer blue. We do not currently have a blue Elantra in stock, but we can locate one for you in a matter of days. You may also be interested in the Silver or Desert Bronze models we have in stock. You also asked about price. Here is our Internet Special Price for you for this model: $XX,XXX Manufacturer s Suggested Retail Price $XX,XXX Our Internet Special Price quote to you $X Savings off M.S.R.P. Please note that these prices include destination charges but do not include tax, title and license fees, which may vary. The Hyundai you selected is an excellent choice! The Elantra has estimated EPA ratings of 29 mpg city and 40 mpg highway the highest in the compact-car class. It was also recently recognized by Automotive Lease Guide for having the highest retained value in its class. You can read about how the Elantra was named 2012 North American Car of the Year here. At Hillock Hyundai, we pride ourselves on our commitment to our community. I noticed that you are located in Kensington. Our dealership will be conducting a Hyundai Hope on Wheels event at Kensington Children s Hospital in September. I hope you are able to make it. I will be calling you within the next two hours to make sure you received this and to make sure I have answered all of your questions. I look forward to earning your business and presenting you with a hasslefree buying experience. Thank you again. P.S. You mentioned in your inquiry that you re currently driving a 2005 Accent. I m glad you are staying within the Hyundai family. How many Hyundais will this be for you? Thank the customer Answer all questions Ask a question of the customer Recognize customer s choice Give customer more Explain next step Thank customer again

12 Lead Response Best Practices Questions to Ask Is this your first Hyundai? How many Hyundais will this be for you? Will this be your first time purchasing a vehicle from us? What made you decide to consider our dealership? What made you decide to consider Hyundai?

13 Lead Response When Inventory Is Tight Be truthful about availability Manage customer expectations Realistic delivery date Explain your dealership s process Confirmation of model, color, options How your waiting list works Use OTD VIN tagging function in Web DCS to keep track of sold unit s progress

14 Lead Response When Inventory Is Tight Develop and follow communication plan Establish preferred contact method Establish frequency of contact Immediate Thank you for purchase call, , note or text Communicate regularly during wait period Thank you for your patience communication with gift Additional product and competitive information Additional dealership information Provide VIN as soon as possible

SOURCES THAT INFLUENCE PURCHASE

SOURCES THAT INFLUENCE PURCHASE INTERNET IS THE MOST USED AND MOST INFLUENTIAL SHOPPING SOURCE AMONG NEW & USED VEHICLE BUYERS The Internet is the preferred information source among vehicle buyers. In