EMAIL/PHONE LEAD RESPONSE

Email Best Practices

Analyze the lead or request− What has the customer asked for?− Are there questions or comments in it?− Where is the customer?− Is a trade-in mentioned?− Look at email address

Email Best Practices

Respond quickly− Timeliness is crucial in online communication

Answer the customer’s questions− If you don’t have the answer, provide a time estimate for getting it

Offer alternatives/solutions− What you do have, what is on the way or what you can get− Certified Pre-Owned

Engage customer by asking questions

*Cobalt Source: CDK Global Inc.

Include the Following

Greeting Thank customer Answer all questions Offer more

− Personalize− Alternatives− Benefits of brand/dealership

Ask questions Invite for a visit Contact information

Real Mystery Shop Emails

WEBSITE LEAD TWO SHOPPER COMMENTSCan you give me the price of a 2015 Sonata Sport with the premium Package? Is there a white one at your place?

VEHICLE SHOPPED: Sonata Sport

Greeting Thank you Answered question(s) Offered more Asked question(s) Invited for a visit Contact information Thank you________________________________

ATTENTION AND COURTESYBEING KNOWLEDGEABLESALES PRESSURESTRAIGHT ANSWER AND HONESTY

Does this include everything on the checklist below?

Real Mystery Shop Emails

WEBSITE LEAD TWO SHOPPER COMMENTSBuying a Sonata, SE 2.0T. Need to know about any specials on price, do you have white with the premium package?

VEHICLE SHOPPED: Sonata SE 2.0T

Greeting Thank you Answered question(s) Offered more Asked question(s) Invited for a visit Contact information Thank you________________________________

ATTENTION AND COURTESYBEING KNOWLEDGEABLESALES PRESSURESTRAIGHT ANSWER AND HONESTY

Does this include everything on the checklist below?

Phone Leads

It’s 2015. Does anybody even make phone calls?Why are we talking about phone leads?

Source: Hyundai 2014 Mystery Shop data

2014 Lead Volume (Email vs. Phone Calls)

eMail Leads

460,922

Phone Leads 2,819,044

What makes a phone call successful?

Successful Phone Calls

Customer Had questions answered

quickly and completely Felt in control of the

conversation Received something of

value from dealership Feels that time was used

well

Sales Consultant Set appointment

- What’s a better approach?

2014 Mystery Shop Phone Calls• 59% of sales consultants 

confirmed test drive appointment date and time

What makes a phone call successful?

Successful Phone Calls

Customer Had questions answered

quickly and completely Felt in control of the

conversation Received something of

value from dealership Feels that time was used

well

Sales Consultant Invited for a visit Built rapport with the

customer Recorded important details

of the conversation Agreed on follow-up

contact

Best Practices

Greet Engage Invite customer in for a visit Offer options for next step Offer contact information Ask for the customer’s contact

information

Phone Lead Planner

Create standard greeting

Use a new sheet for each call

If You Need to Transfer

Use Warm Transfers− Keeps the customer from having to repeat information− Demonstrates that you care

Tips− Explain to the customer that they are being transferred− Provide the name and title of whom they will speak to− Convey the customer’s name and need to your

associate before transferring the call− If possible, stay on the line to introduce the customer

to your associate