Premier Automotive Lead Handling Playbook

LEAD HANDLING PLAYBOOK

OUR CORE VALUES

CHARACTER

Honesty, trustworthiness, and treating our customers and fellow employees how we would like to be treated.

DEDICATION

We will do whatever it takes to get the job done the right way, the first time.

INTEGRITY

We will always do the right thing for all employees and customers.

RESPECT

We will treat everyone with dignity and respect regardless of the circumstances.

SERVICE

We inspire others to be their best at work, at home, and in their community.

The Why Behind Our Lead Handling Strategy

“The fastest, most helpful dealer wins.”

The majority of our customers start online, not in our showrooms. If we don’t respond quickly, personalize our communication, and make it easy to buy — we lose.

Lead handling isn’t busy work — it’s how we grow.

In times of change the learners inherit the earth, while the learned find themselves beautifully equipped to live in a world that no longer exists

Understanding Our Lead Sources & Closing Rate Benchmarks

a. Lead Types by Source

Phone Leads:

Inbound calls

Service transfers

Missed/abandoned calls

Internet Leads:

Website forms

3rd party leads (CarGurus, AutoTrader, etc.)

Trade tools

Credit applications

Digital retail (DR) submissions

Showroom Leads:

Walk-ins

Set appointments

Service-to-sales (S2S)

b. Lead Source Closing Percentage Standards

“You can’t manage what you don’t measure.”

We set minimums and benchmarks for each major lead type to create clear expectations and drive accountability. These KPIs are grounded in industry data, internal performance, and process execution.

What Do These Mean?

Minimum Close % = the lowest acceptable level of performance

If we’re below this number, we are either not following process or need support/training.

Benchmark Close % = top-performing level we should strive for Stores or teams consistently hitting this are maximizing every opportunity.

PHONE LEADS

Why the bar is higher: Phone customers are live, ready-to-engage prospects You’ve got them on the line If we answer the phone, handle the objection, and offer a great appointment experience — we should be converting 1 in 5 at minimum

Minimum = 20%

If we set 10 appts from 50 calls → 5 should buy

Benchmark = 30%

Best-in-class teams use manager intros, videos, and confirmed appointments to exceed 30%.

INTERNET LEADS

Why the bar is lower (but growing): Internet leads often require more nurturing, follow-up, and personalization But as digital retail grows, so does customer intent — especially with great lead handling

Minimum = 10%

For every 100 internet leads → we expect 10 sales minimum

Benchmark = 18%

With fast video responses, CRM accountability, and tailored outreach, this number is very achievable.

SHOWROOM

Why this must stay high: If someone shows up they’re serious. Period. We’ve already won the battle for attention. The only thing stopping a sale is either price, trade, or process failure.

Minimum = 20%

If 10 customers visit, 2 must leave in a car

Benchmark = 30%

With strong TOs, desking, and follow-up, many teams can close 1 in 3 walk-ins

Why This Matters:

1. Sets clear goals for sales and BDC teams

2. Identifies gaps in process early

3. Helps us forecast more accurately

4. Reinforces that every lead = money

5. Tells us when to inspect deeper (e.g. video review, CRM audit)

Lead Type + Buyer Intent = Strategic Follow-Up

At Premier Automotive, we believe the best results come from the best intent not just from working more leads, but from working them smarter.

That’s why we follow a Strategic Follow-Up Model, inspired by top-performing groups like Napleton Automotive (who consistently rank #1 in digital lead response nationwide).

When a customer submits a lead, their intent is baked in we must match our response to it

Lead Type Examples

Credit App

Trade-In

Digital Retail (DR) Lead

What They Expect

Next step in pre-approval, rate/term questions

A real number or evaluation offer

To continue the deal where they left off

Chat/Text Fast, direct, specific answers

What Is Strategic Follow-Up?

It’s the difference between:

Sending a canned auto-response that ignores the customer’s actual question And reading the lead carefully, understanding what step they’re in, and responding with relevance

Strategic Follow-Up Means:

Action

Read the Lead Carefully

Respond to Their Actual Question First

Match Your Tone to Their Intent

Always review the source, vehicle of interest, and any questions the customer submitted

If they ask “does this vehicle have AWD?” answer that first

Why It Matters

Ensures you don’t ignore what they actually asked for

Builds trust and shows you listen

Use Smart Tools Intentionally

Manager Support Within 3 Days

Why It Works

Is this a price shopper? A trade-in seller? A digital retail buyer? Tailor the message accordingly

Send a personalized video, walkaround, or pricing breakdown

If no response, have a manager follow-up personally

Increases engagement by “meeting them where they are”

Use video in 90%+ of first replies

Leaders should be involved in follow-up, not just reps

Napleton Automotive wins by treating every lead as someone with intent, not just another task in the CRM. Their follow-up is:

Backed by manager support

Let’s do the same and raise the bar across every store.

Bottom Line: Generic “when can you come in?” replies don’t work anymore Be strategic in your response.

Lead Handling

a. Response Time Matters

Every second counts.

Dealerships that respond within 1 minute of receiving a lead are closing at rates over 25% while those waiting 20+ minutes are dropping to just 4–8%.

This is why our goal is under 60 seconds to first contact whether it’s a call, text, or video. The faster we respond, the more likely we win the deal.

Before we break down the process by lead type (phone, internet, showroom), remember:

Speed is your competitive advantage.

Fast + smart = sold.

First call = best chance.

b. How We Respond to Leads Based on Source and/or Type

The following email templates are tailored to specific lead sources. While they’re written as email examples, the same structure and messaging can be adapted for texts (after opt-in) and phone calls.

Use this guide to shape your responses based on where the lead came from because platform, intent, and customer mindset all influence how they expect us to engage.

Remember: these are templates, not scripts. They’re here to guide your tone, content, and structure not to be copy/pasted word-for-word. Apply what you’ve learned in the Strategic Follow-Up section to personalize every response and meet the customer where they are.

Autotrader

Lead Type: Used/New Vehicle Listing – Research-driven customer Workflow:

Within 10 minutes: Personalized video + pricing & availability confirmation

Within 1 minute: Call & SMS follow-up

Days 1–3: Alternate email, text, and call Day 4–7: Re-engagement email (“Still interested?”)

Email Template:

Subject: Your Autotrader Inquiry – [Make Model] Is Available! Hi [First Name],

Thanks for checking out the [Year Make Model] on Autotrader! Great choice—this vehicle is still available and priced competitively. I made a quick video just for you walking through the vehicle here at the dealership: [Insert video link].

Would you like to schedule a test drive this week? I have availability as early as tomorrow afternoon.

Let me know what works best or if you have any questions!

[insert signature with name, title, dealership, phone number, and email address]

TrueCar

Lead Type: Price-driven; often already pre-qualified Workflow:

Instant pricing match confirmation

Send digital deal sheet

Push for virtual or in-person appointment ASAP

Follow-up daily for 3 days

Email Template:

Subject: Your Exclusive TrueCar Price for the [Make Model]

Hi [First Name],

Thanks for choosing TrueCar to find your next vehicle! You’re locked in at a TrueCar-exclusive price on the [Year Make Model].

Your TrueCar Price: [Insert Price]

VIN: [Insert VIN]

Available to test drive now!

I’d love to reserve your vehicle and get everything ready for a quick and easy visit. Want to stop by this evening or tomorrow?

Click here to lock in your appointment: [Insert scheduling link] [insert signature with name, title, dealership, phone number, and email address]

CARFAX

Lead Type: Used-car, vehicle history-focused buyer

Workflow:

Lead with clean CARFAX / maintenance records

Video showing vehicle condition

Follow-up with value message

Email Template:

Subject: CARFAX-Verified [Make Model] – Ready for You

Hi [First Name],

The [Year Make Model] you found on CARFAX comes with a clean CARFAX report—no accidents, fully maintained, and ready to drive today. Here's a quick video walkthrough of the vehicle and a copy of the CARFAX report: [Insert links]

Would you like to come see it in person? I can set a VIP appointment to save you time.

Let me know what day works best!

[insert signature with name, title, dealership, phone number, and email address]

CarGurus

Lead Type: Price-sensitive, tech-savvy comparison shopper

Workflow:

Mention “Great Deal” badge if applicable

Video proof of condition + price match offer

Follow-up with urgency (others are watching this car)

Email Template:

Subject: “Great Deal” on Your Cargurus Vehicle – [Make Model]

Hi [First Name],

The [Year Make Model] you found on Cargurus is marked a Great Deal, and it won’t last long!

We just did a full inspection and it's ready for a test drive. Here’s a video of the vehicle and full pricing breakdown: [Insert video + price breakdown] Want me to hold it for you? I can schedule a time today or tomorrow. [insert signature with name, title, dealership, phone number, and email address]

ClearCar

Lead Type: Vehicle acquisition – customer wants to sell us their car. These are high-intent appraisal leads. The customer is looking for a quick, easy way to sell, not to purchase.

Workflow:

Acknowledge their ClearCar request and interest in selling

Confirm vehicle details and condition

Offer a cash or trade-in value (if possible, with a range)

Set an appointment to appraise in-store OR offer a virtual appraisal option

Introduce vehicle replacement options only after the value is confirmed (if relevant)

Email Template:

Subject: Your ClearCar Appraisal – Next Steps

Hi [First Name],

Thanks for using ClearCar! I saw you’re looking to sell your [Year Make Model]. We’d love to make you a strong offer.

Quick & easy appraisal

No-hassle offer — cash or trade-in

We can meet at the dealership or offer a virtual appraisal When would be a good time to connect and finalize your offer?

[insert signature with name, title, dealership, phone number, and email address]

Kelley Blue Book (KBB) / Instant Cash Offer

Lead Type: Trade-in or purchase intent

Workflow:

Immediate response with trade value confirmation

Ask about purchase needs

Provide vehicle options based on their trade

Email Template:

Subject: KBB Instant Cash Offer – Let’s Maximize Your Value

Hi [First Name],

Thanks for requesting a KBB Instant Cash Offer! Your [Trade-In Vehicle Info] is worth [Insert Value Range] based on market data.

We’d love to buy it—even if you don’t buy from us. But if you're looking to upgrade, I can show you several options that fit your budget and style.

Want to come in for a quick appraisal this week?

[insert signature with name, title, dealership, phone number, and email address]

Cars.com

Lead Type: Vehicle comparison / browsing platform

Workflow:

Highlight top features / value

Use video + inventory link

Offer alternative options

Email Template:

Subject: You Found a Great Ride on Cars.com – [Make Model]

Hi [First Name],

You found a great one! The [Year Make Model] on Cars.com is available and ready for a test drive.

Check out this quick video showing its condition and key features: [Insert Video Link]

If you’re still exploring, I can send you 2–3 similar vehicles that match your preferences.

Want to stop by this week or take the next step online?

[insert signature with name, title, dealership, phone number, and email address]

Edmunds

Lead Type: Informed shopper, often focused on value, fairness, and trade-in. These customers are typically further along in their buying journey. They’ve likely compared multiple models and want a transparent, competitive experience.

Workflow:

Acknowledge the Edmunds lead and vehicle of interest

Validate trade-in details (if submitted)

Offer transparent pricing or payment estimate

Set appointment or offer virtual walk-around

Address any value or trust-related concerns proactively

Email Template:

Subject: Your Edmunds Inquiry – [Year Make Model] Info + Video Hi [First Name],

Thanks for checking out the [Year Make Model] on Edmunds – great choice! It’s available now at $[price], and includes [Incentive: e.g., 0% APR / $X off / Loyalty bonus]

Premier Certified warranty options (ask me how)

Walkaround video here: [link]

Highly rated on Edmunds for [safety, tech, value – tailor to model] Would you like to schedule a test drive, virtual tour, or just get a quick quote?

[Schedule Your Visit]

You can also reply or call/text me directly at [Phone/Text Number]. [insert signature with name, title, dealership, phone number, and email address]

J.D. Power

Lead Type: High-trust shopper who often expects detailed specs or comparisons. These customers are influenced by brand reputation and trust. They want to work with professional, transparent dealers who provide guidance, not pressure.

Workflow:

Acknowledge their interest and thank them for using J.D. Power

Confirm exact vehicle requested

Provide options, spec sheets, or alternative matches if needed

Send pricing with optional add-ons (warranty, safety features)

Invite to store or virtual appointment to review in more detail

Email Template:

Subject: JD Power Quality Award Winner – Let’s Set a Time to See It

Hi [First Name],

Thanks for reaching out about the [Year Make Model]! This vehicle is a JD Power award winner for [e.g., Initial Quality / Resale Value / Dependability], and it’s available now at $[Price]. Available for a test drive this week

JD Power-recognized for [specific accolade] Backed by [Your Store]’s [warranty, VIP experience, or Premier Certified program]

I’ve also included a walkaround video for you here: [Insert Video Link] Would you like to schedule a visit or chat about next steps?

[Schedule Your Visit]

You can also reply, call, or text me directly at [Text Number]. [insert signature with name, title, dealership, phone number, and email address]

CarNow Chat

Lead Type: Real-time shopper actively browsing the site. CarNow leads are hot — they’re on your site right now and engaged. The faster you follow up, the more likely you are to win them.

Workflow:

Follow up immediately if they leave during chat

Reference their questions or vehicle of interest

Send video or inventory link directly related to their inquiry

Offer an appointment time or virtual walk-around

Keep it short + simple — mirror the casual tone of chat

Email Template:

Subject: Following Up from Your Chat With Us

Hi [First Name],

Thanks for visiting our website and working through the [CarNow/payment calculator/chat tool] on the [Year Make Model]!

I wanted to make sure you had everything you needed to move forward—whether that’s:

Finalizing your payment & trade-in

Scheduling a quick test drive

Reviewing options together by phone or video

Here’s a direct link to pick up where you left off: [Insert SmartLink or VDP]

Or we can make it even easier—just reply or click below to book time: [Schedule Your Visit]

[insert signature with name, title, dealership, phone number, and email address]

Facebook/Instagram

Lead Type: Mixed-intent; some are serious, others curious

Typical Actions:

Form fills via Lead Ads (Name, Email, Phone)

Messenger/DMs asking about a car (from an ad or post)

Comments on inventory posts or videos

Marketplace/Group inquiries

Note on this type of lead:

Your first contact with these leads should always be through Facebook Messenger — this supports our strategy of meeting the customer where they are.

Once you’ve built rapport and gathered a phone number or email address, you must manually enter the lead into the CRM to ensure you’re protected for 7 days

This is a critical step: Facebook Messenger leads do not automatically populate in our CRM. You must enter them yourself and continue all followup through the CRM after trust is established in Messenger.

Email Template:

Hi [First Name],

Thanks for checking us out on Facebook! I saw your interest in the [Year Make Model]—it’s available and I’d love to help however I can.

Here’s what I can send you: A quick walk-around video

A test drive time that works for you

Your vehicle's trade-in value

Payment/finance options

Let me know what’s easiest, or just click below to pick a time: [Schedule a Visit]

[insert signature with name, title, dealership, phone number, and email address]

Now that we’ve covered how to tailor responses based on lead source, it’s equally important to adjust your approach based on the type of customer you’re engaging with.

Here are three common lead types that require a more strategic, personalized response:

1. Equity Mining Leads – Often unaware they’re in a strong trade position.

Education and trust-building are key.

2 High Interest Rate Customers – May feel embarrassed or frustrated Empathy, hope, and solutions win here

3 OEM Leads – These come from the manufacturer and often carry higher expectations Fast, professional follow-up is critical

Understanding who you’re talking to is just as important as knowing where the lead came from.

EQUITY MINING LEAD

Lead Type: Existing customers with estimated positive equity

Typical Sources:

CRM equity mining tools (e.g., VinSolutions, AutoAlert, Impel, DriveCentric)

Service-not-sold RO data

Trade-cycle algorithms (36–48 months into current loan)

Buyer Mindset:

Not always actively shopping

Often surprised to hear they can upgrade without increasing payments

Trusts your store, but needs education + soft sales approach

Day 1 (Same Day Lead Entry)

Step 1: Personalized equity offer email referencing their current vehicle and new opportunity

Step 2: SMS (after opt-in) inviting them to explore options or see if they qualify

Step 3: Phone call to explain the opportunity: upgrade vehicle, possibly lower payment, warranty reset, etc.

Day 2–7 Follow-Up Strategy:

Send a short video thanking them for being a customer + explaining the trade-up opportunity

Offer to review their current vehicle and payment options

Provide a no-obligation appraisal and custom payment scenario

EQUITY MINED EMAIL TEMPLATE

Subject: You May Be Able to Upgrade Your [Make Model] Without Increasing Your Payment

Hi [First Name], We were reviewing customer trade cycles and noticed your [Year Make Model] may have enough equity to trade up to a newer vehicle—without increasing your monthly payment. Here's what we’d love to offer you:

Get into a newer [Brand/Model]

Possibly lower your payment or reset your warranty

Skip your next service bill—new vehicle, no maintenance costs We’d be happy to give you a custom appraisal and payment comparison— no pressure, just information. Want to find out if it works for you?

[Schedule My Vehicle Review]

You can also reply or text me directly at [Phone Number]. Thanks for being a valued customer!

[insert signature with name, title, dealership, phone number, and email address]

EQUITY MINED TEXT TEMPLATE

Text 1 (Immediate after opt-in): Hey [First Name], this is [Your Name] at [Dealership]! We ran the numbers and you may have enough equity in your [Model] to upgrade without increasing your payment. Want to see what you qualify for?

Text 2 (Follow-Up): Just checking in! We’d love to show you your options— might be surprised what kind of new car you could get for around your current payment. Want a quick appraisal?

EQUITY MINED PHONE SCRIPT

Live Call or Voicemail:

Hi [First Name], this is [Your Name] from [Dealership]. I was reaching out because it looks like you may be in a great position to upgrade your [Vehicle]—possibly into a new [Model]—without increasing your monthly payment. A lot of our customers are surprised by what they qualify for right now, especially with the strong trade-in values. I’d love to show you your custom options—no obligation, just info. Would you like to stop by this week, or would you prefer we send you a video or quote? Call or text me anytime at [Phone Number]. Thanks again for being part of the [Dealership Name] family!

Additional Touchpoint Ideas:

Send a side-by-side “Old vs. New” payment comparison in Week 2

Drop in a testimonial from another customer who upgraded

Use video: “Hey [First Name], I wanted to personally walk you through your options…”

HIGH-INTEREST RATE CUSTOMER

Lead Type: Existing customers or prior credit-challenged buyers paying high APRs

Typical Sources:

CRM data mining (payment > $X/mo, rate > 9.9% APR)

Service-not-sold and prior sales deals

Subprime to prime transition customers

Lease buyout or refinance leads

Buyer Mindset:

Often unaware they can refinance or trade out

May be payment-stressed

Open to options if approached as helpful, not salesy

Day 1 Response: The Relief Message

Step 1: Email offering a payment reduction opportunity based on improving interest rate or trade value

Step 2: SMS (after opt-in) “We may be able to lower your rate want to see if you qualify?”

Step 3: Phone call with empathy-driven message about improving their situation

Day 2–7: Nurture with Options

Include a custom payment comparison

Offer soft pull / pre-approval with no obligation

Include a short video explaining how upgrade or refi works

HIGH INTEREST RATE EMAIL TEMPLATE

Subject: You May Qualify to Lower Your Interest Rate Let’s Review Your Options

Hi [First Name], We were reviewing customer records and noticed you may be paying a higher interest rate on your [Year Make Model] than today’s market allows.

You could be eligible to:

Lower your APR significantly

Reduce your monthly payment

Upgrade to a newer vehicle with warranty coverage

Or refinance your current vehicle for peace of mind

We’re offering complimentary upgrade reviews this week with no pressure, just information. Want to see what you qualify for?

[Schedule My Review]

Or reply directly to this email I’ll run the numbers for you. [insert signature with name, title, dealership, phone number, and email address]

HIGH INTEREST RATE TEXT TEMPLATE

Text 1 (Immediate after opt-in): Hey [First Name], this is [Your Name] from [Dealership]. We were reviewing customer files and you may qualify for a much lower interest rate than what you’re currently paying. Want me to check for you?

Text 2 (Follow-Up): No pressure at all—just offering to run a quick payment comparison. You might be surprised at what your current car or a new one could cost with today’s better rates.

HIGH INTEREST RATE PHONE SCRIPT

Live Call or Voicemail:

Hi [First Name], this is [Your Name] at [Dealership]. I’m reaching out because we noticed you may be paying a higher interest rate than what the market is offering today, and we’d love to see if we can help you lower that.

Depending on your situation, we may be able to:

Lower your monthly payment

Upgrade you to a newer vehicle

Or refinance your current loan to save you money

It’s a quick, no-obligation process, and we’d love to help if we can. Want to come by or get a quick quote online?

Call or text me at [Phone Number] and I’ll take care of the rest!

Additional Tools to Use:

Soft credit pull or pre-qual links

Upgrade comparison PDFs (Current Payment vs. New Vehicle at Lower APR)

Testimonial from someone who traded out of a 16.99% loan into a 6.99%)

Video from a sales or finance manager: “We may be able to save you $100/month…”

Premier Plan marketing materials & word tracks

OEM LEAD

Lead Type: High-intent, new vehicle shoppers

Source Examples:

Manufacturer websites (e.g., HyundaiUSA.com, Toyota.com)

Build & Price tools

Reserve/My Deal forms

Tier 1 or Tier 2 marketing campaign follow-through

Incentive seekers

Buyer Mindset:

Comparison-shopping multiple dealers

Interested in current specials, trade-in value, and financing

Expecting a fast, professional, and frictionless experience

Day 1 (First 10 Minutes): Speed, Clarity & Brand Confidence

Step 1:

Send a branded email confirming vehicle interest + availability

Include incentive details or special programs (lease offers, loyalty, rebates)

Invite to visit or receive a video walkthrough

Step 2:

Send a text immediately (after opt-in) offering scheduling or questions

Be specific: “I saw your request from HondaUSA com ”

Step 3:

Phone call with goal of confirming needs and setting the appointment

Day 2–5: Personalized Follow-Up

Use tailored follow-ups by brand (e.g., Toyota SmartPath, Nissan loyalty incentives, Kia warranty)

Offer walk-around video, trade value, or pre-qualification

Reinforce any OEM incentive expiration dates

OEM LEAD EMAIL TEMPLATE

Subject: Thanks for Your [OEM Brand] Request Let’s Get Started

Hi [First Name], Thanks for submitting your request through [OEM website, e.g., Toyota.com]! I received your inquiry about the [Year Make Model], and I’d love to help you take the next step.

The [Model] you built is available now or can be reserved

We’re offering [Incentive, e.g., $500 Loyalty / 0% APR / Lease Cash]

Complimentary walkthrough or video available

Would you like to schedule a visit or get a quick quote?

[Schedule My Visit]

Or reply with any questions I’m happy to help however you prefer. Thanks again for considering [Dealership Name]!

[insert signature with name, title, dealership, phone number, and email address]

OEM TEXT MESSAGE TEMPLATE

Text 1 (Immediate after opt-in): Hi [First Name], this is [Your Name] at [Dealership Name]. I saw your request on [HyundaiUSA.com / Toyota.com / etc.] about the [Model]—it’s available! Want to stop by or have me send a quick video?

Text 2 (Follow-Up): Just checking back—happy to review options, trade-in values, or incentives on the [Model]. Let me know how you’d like to move forward!

OEM LEAD PHONE SCRIPT

Live Call or Voicemail:

Hi [First Name], this is [Your Name] from [Dealership Name]. I saw your request through [OEM site, e.g., Honda.com] for the [Year Make Model], and I just wanted to personally reach out. That model is available now and qualifies for [mention current OEM incentive or offer]. I’d love to answer any questions or help you schedule a visit. Would you prefer a test drive appointment or a custom quote first? Call or text me back anytime at [Phone Number]—I’ll make it easy.

Tips

for Working OEM Leads:

Always mention the brand site they came from (build trust)

Include OEM-specific benefits (warranty, reliability, loyalty cash, etc.)

Offer pre-qualification or trade-in to move the conversation forward

If vehicle isn’t available, offer similar in-stock options or incoming units

c. Internet Lead Handling Best Practices

Goal: Respond in under 1 minute

Read the lead in full - understand where it came from, what actions they took, and what they’re asking

Answer their question(s) - especially anything specific about availability, price, trade, or features

Send a personalized video - confirm vehicle, show you’re real, and invite the next step

Offer value adds - confirm availability, offer trade-in estimate, payment options, digital retail tools

Invite to schedule - always offer an appointment: in-store or virtual

Update the CRM - log response, outcome, and set the next follow-up

Pro tip: Double-check spelling, tone, and clarity before sending. Your first impression is everything.

d. Phone Lead Handling

Goal: Convert to an appointment while building rapport

Greet warmly and confirm their name

Answer their question(s) directly

Offer two appointment options

If they can’t schedule, offer a virtual appointment (do not offer this up front, we want them in-person)

Send a video follow-up after the call if they don’t commit on the phone

Be helpful if they ask about price, trade, payoff, or payments, don’t dodge!

Provide info and guide to the next step

Mark everything in CRM

If they go cold after the call, assign a manager follow-up within 24–hours

e. Showroom Lead Handling

Goal: Deliver a full experience and close at or above 30%

Log every UP in the CRM no exceptions

Do a full needs analysis ask open-ended questions and take notes

Pull the vehicle up and do a proper walk-around build value visually

Always go on a test drive

Write figures and present the deal don’t assume they won’t buy

If no sale, update CRM, assign a manager for follow-up, and document reason Don’t skip steps. Even if they say they’re “just looking,” it’s still a lead.

f. Digital Retail Lead Handling - Meet The Customer Where They Are

Digital Retail (DR) leads aren’t just inquiries they’re nearly completed deals. These customers have taken real buying steps, and they expect a seamless, modern experience from online to in-store (or fully remote).

Why DR Lead Should Be Gold

DR leads are among the highest intent leads we receive. In most cases, the customer has already:

Picked a specific vehicle

Structured their own payments

Entered trade-in info

Chosen warranty/coverage options

Submitted credit or soft pull info

Started the deal — and just didn’t cross the finish line

Do not treat them like a basic internet lead. You don’t need to start over you need to help them finish.

Your Goal: Complete the Deal, Not Restart It

When responding to a DR lead:

1. Read the deal details carefully before reaching out

2. Send a personalized video referencing what they built (e.g., payment, vehicle, trade-in)

3. Acknowledge their effort with a script like:

a. “Hi [Name], it looks like you built a great deal online! I’d love to help you finish it would you prefer to do that here at the store or virtually?”

4. Offer two appointment options one in-store and one virtual

5. Use the same DR tool in-store to continue what they started

6. Update the CRM immediately and track which steps are completed

7. Great opportunity to offer a FREE DELIVERY option!

Pro Tip: Virtual Appointment Options

If the customer doesn’t want to come in no problem. We can:

Host a Zoom, FaceTime, or DriveCentric Live Room appointment

Walk them through paperwork, payments, and trade-ins remotely

Finalize delivery at home or at the dealership

Just be sure to mark the virtual appointment type in the CRM and keep all notes updated.

Remember:

These leads are hot because they’ve invested time. Our job is to respect that by:

Responding quickly

Personalizing the next step

Finishing what they started — not rerouting them into a standard process

This is where dealerships win or lose in a digital-first market.

g. Bad vs. Great Lead Response Example

Customer Lead:

“I’m looking at the black Telluride SX Prestige. Does it have ventilated seats? I also have a 2018 Highlander to trade. Interested in 0% financing.”

Bad Response:

“Thanks for your interest. When can you come in?”

Great Response:

“Hi Taylor! Thanks for checking out the Telluride SX Prestige. Yes it has ventilated seats and qualifies for 0% APR for well-qualified buyers. We’d love to appraise your Highlander I can give you a ballpark now or do a full appraisal when it’s convenient.

I also made a quick walk-around video so you can check out the interior. Would today at 4:15 or tomorrow at 10:45 work better? We can also do a virtual appointment if that’s easier!”

Bottom Line: Why Great Responses Win

Customers today expect information up front not a sales pitch or a vague invite to “just come in.” The bad response does none of that. It creates friction and puts the burden back on the shopper.

The great response, on the other hand, does what every customer wants:

Answers their questions

Confirms availability

Builds confidence

Makes the next step easy

Remember: If they were ready to just walk in, they already would have. Your goal is to earn their trust and attention before they engage with another store

In this game, the first person to make a real connection usually wins the business. So make every response count. Lead with value. And never waste an opportunity.

h. Objection Handling Guide

“Every objection is just a request for more information.”

Use L.A.E.R. to guide every response: Listen → Acknowledge → Explore → Respond

Common Objection

Response Strategy

“I’m just looking / not ready to buy.” “I get it a lot of people start here. I can send a walkaround video or a few options to help you narrow it down. Want me to do that?”

“I need to think about it.”

“Your price is too high.”

“I’m waiting on my refund / bonus / down payment.”

“My credit isn’t great.”

“I need to talk to my spouse/family.”

“Totally understand Is there anything specific you’re weighing price, model, or timing? I can send a comparison if that helps ”

“We always aim to be super competitive. Let me double-check any incentives or show you some similar vehicles that may save you money.”

“We can lock in the current offer and get everything lined up now so you’re ready when the funds hit Want to try a soft credit pull?”

“No worries we specialize in helping people with all credit types I can connect you with our finance team or send a pre-approval link ”

“Absolutely want me to send a summary with photos, pricing, and even a video you can show them?”

“I’ll check with another dealership.” “Of course just know not every dealer includes things like [warranty, inspection, or return policy] I’d love a chance to beat any offer!”

“I’m upside down on my trade.” “Totally understand the market’s still strong. Let’s appraise your trade and I’ll show you what your real numbers look like.”

“I want to sell but not buy.”

“I don’t have time to come in.”

“We buy cars outright with no strings Want to come in for an appraisal or start the process online?”

“No problem we offer virtual appointments too! Want me to send a link for a quick walkthrough?”

Always log objections in CRM — and escalate tough ones to a manager.

i. Credit Challenged Customer

When working with credit-challenged customers, objections around pre-approval are common and totally valid. Many of these shoppers have been told “no” before. That’s why your job isn’t just to set the appointment it’s to build confidence, urgency, and trust.

Your Focus:

Principle What to Say / Do

Show Empathy Acknowledge their past experiences and fears

Build Trust

Create Urgency

Reassure them that we specialize in credit situations like theirs.

Offer specific next steps and encourage a visit now, not “someday ”

Shift the Focus Move the conversation away from “Are you approved?” to “Here’s how we help.”

Reframe the Conversation: Many of these guests feel like they’re applying for a job and waiting for us to say yes or no. Instead, we want to partner with them to find a solution.

Customers want a reason to believe this time will be different You are that reason Be kind Be real Be solution-focused That’s how we turn objections into appointments — and appointments into approvals

Common Objections + Winning Word Tracks

Objection 1: “I don’t want to come in unless I’m already approved.”

Word Track: “Totally understand financing is a big deal, and we help people every day who feel the same way. The good news is, we specialize in working with all credit types, and we’ve got programs that can’t be quoted over the phone because they depend on a few in-person details. Let’s set up a time to go over everything so we can match you with the best option. Most of our guests in similar situations drive away the same day ”

Objection 2: “Just tell me if I’m approved or not.”

Word Track: “I wish it were that simple, but approval isn’t just about credit it also depends on the vehicle, income, down payment, and a few other factors. That’s why we bring you in first: so we can tailor the deal to you It’s kind of like getting fitted for a suit we want it to fit just right We’ve helped hundreds in similar situations, and I’m confident we can help you too ”

Objection 3: “I’ve been turned down before I don’t want to waste my time.”

Word Track: “I totally get that being turned down can be frustrating But here’s what makes us different: we work with lenders who specialize in second-chance financing They often say yes when others say no I can’t guarantee anything until we look at your full situation, but I can promise we’ll treat you with respect and do everything possible to get you rolling What works better today or tomorrow?”

Objection 4: “Can’t you just run my credit and tell me over the phone?”

Word Track: “I understand why you’d want that, but lenders don’t give full approval power over the phone They need to know what vehicle you’re looking at, what documents you have, and more That’s why we invite you in it’s the fastest way to get an answer, and many people leave with a car the same day ”

Objection 5: “I don’t want to waste a trip if I’m not approved.”

Word Track: “I hear you no one wants to waste time But most of the approvals we get happen because the customer came in and we could show lenders the full picture. The visit usually takes about 60–90 minutes, and even if we can’t make it happen today, we’ll create a game plan so we can soon. Would morning or afternoon work better for you?”

Bonus Tip: Frame it as a “Pre-Qualification Appointment”

Reframing can ease the tension. Try saying: “What we do is schedule a prequalification appointment. It’s not a hard credit pull we just gather a few details in person so our finance team can match you with the right program. Then you’ll have real numbers to work with, not just estimates.”

Appointments

a. Appointment Setting Best Practices

Setting the appointment is only half the battle — getting them to show up is where we win. A well-set appointment is specific, professional, and value-driven.

This is the first step and first impressions matter. Setting a strong appointment shows professionalism, builds trust, and increases the likelihood that they’ll show.

Core Steps:

Offer Two Solid Times

“I have 4:15 today or 10:45 tomorrow which works better for you?”

Confirm the Rep, Day & Time

“You’ll be working with [Rep Name] they’ll be ready for you at [Time/Day].”

Send a Personalized Video

Reference the customer’s name, vehicle of interest, and appointment time. This makes it real.

Acknowledge Trade, Credit App, or Digital Retail Activity

“I saw you started a credit app we’ll have financing options ready.”

“Looks like you began a digital deal we’ll pick up where you left off.”

Send a Calendar Invite Immediately

Title: “Appointment at [dealership] – [Vehicle Name]”

Include location, rep name, and your contact info

Add reminders (1 hour & 10 minutes before)

Log Everything in the CRM

Don’t skip this Appointments only count when they’re trackable and visible

b. Increasing Appointment Show Rates

A booked appointment means nothing if they don’t show. Here’s how we maximize our show rate:

Tools to Increase Appointment Show Rate:

Manager Confirmation Videos (Proven to boost show rates by 50%+)

Send within an hour of the rep’s confirmation video.

Script Example ( Manager):

“Hey [First Name], this is [Manager Name], Sales Manager here at Premier. I just wanted to personally thank you for setting your appointment for [Day/Time] to check out the [Year Make Model]. We’re excited to meet you and have everything ready including [trade-in, DR tools, or credit app mention if applicable] Let us know if anything changes See you soon!”

Calendar Invites

Don’t assume they’ll remember Professionalism + reminders = higher show Day-of Confirmations

Text or call on the day of the appointment to re-confirm: “We’ve got your [Model] cleaned and ready. Still good for [Time]?”

Add Value

“We’re holding the keys for you.”

“We’ve reserved your trade appraisal time.”

“You’ll skip the line no waiting when you arrive.”

Step

Why It Works

Confirmation Video Builds trust, shows personality

Manager Message Adds importance and accountability

Day-of Reminder Call Prevents last-minute no-shows

1 Hour “See You Soon” Keeps appointment top of mind

Pull Car & Tag Makes them feel expected and valued

c. How to Close More Appointments That Show

They came in now don’t lose them. This is where the experience and process matter most.

Keys to Closing Shown Appointments:

Do Not Let Them Wait

Customers who wait get cold. Greet promptly and bring energy. Review What They Submitted Online

“I saw you were working on payments want to pick up where you left off?” Walk Their Chosen Vehicle to the Front

Show you were expecting them. This creates a VIP feel.

Test Drive Always

Never skip the test drive It’s the emotional connection that sells the car

Write Figures + Present the Deal

Don’t just ask if they want to buy Present options clearly and confidently

Ask for Help — Don’t Let It Die

If you’re not getting traction, get a manager or teammate involved immediately

A fresh face and a second voice can reframe the conversation, uncover objections, or re-energize the process.

If No Sale, Assign a Manager Follow-Up

If they leave without buying, have a manager contact them within 24 hours.

d. Virtual Appointments (Only If In-Person Isn’t Possible)

Our first goal is always to bring the customer into the dealership — that’s where the full experience happens: the car, the people, the energy, the deal

But if the customer absolutely cannot come in due to work, distance, or personal circumstances, a virtual appointment is a valuable backup strategy that keeps the momentum alive.

When to Offer Virtual:

The customer refuses or is unable to visit in person

They’re out of town, working unusual hours, or caregiving They’ve submitted a full digital retail deal but haven’t finalized

Virtual appointments should be positioned as an accommodation, not a default.

How to Execute a Virtual Appointment:

Offer to meet via FaceTime, Zoom, or DriveCentric Live Room

Walk the vehicle via live video show condition, features, etc.

Review numbers screen share or through your DR tool

Handle paperwork digitally (DocuSign, email, DR platform)

Note: some states do require wet signatures for certain documents

Offer delivery or easy pickup once finalized

Important:

Clearly mark it as a virtual appointment in the CRM

Include date, time, communication tool, and outcome

Assign a manager for follow-up if the deal is not closed during the virtual session

Remember: Virtual can save a deal, but the showroom closes more. Always attempt to bring them in first, and fall back to virtual only when necessary.

Manager Protocols – No-Shows/Did-Not-Buy Follow-Up

When a customer doesn’t show up or leaves without buying, the clock starts ticking. Manager follow-up must happen quickly and with care not to pressure, but to reengage and show we’re paying attention.

Why This Matters:

A personal message from leadership shows we take every customer seriously

Most customers don’t buy from the first place they visit we need to be the last to follow up

Timely follow-up can recover lost deals and boost closing percentages

No-Show Appointment Protocol

If a customer misses their scheduled appointment:

Manager must reach out within 24 hours via:

Video message (preferred)

Text or phone call

Message should:

Acknowledge they missed their visit

Offer an easy opportunity to reschedule (in-store or virtual)

Show empathy assume the best

Example Message (Video or Text):

“Hey [Customer Name], we missed you today and just wanted to check in I know life happens we’d still love the chance to connect Would you prefer to reschedule your visit, or do a quick virtual walk-around from home?”

CRM Requirements:

Update appointment status: No-Show

Log communication method, time/date, and customer’s response

Set next follow-up task if needed

Showroom DNBS (Did Not Buy) Protocol

If a customer visits the showroom but doesn’t buy:

Manager must follow up within 24–48 hours via: Call, text, or Quick “rehash” video message

Message should:

Thank them for visiting

Offer value (better options, incentives, revisit trade or payments)

Show willingness to help not sell

Example Message (Video or Text):

“Hi [Customer], thanks again for stopping by yesterday. If you’re still thinking it over, I’d love to help however I can whether it’s more info, different options, or working through payments together. Let me know how i can help. You can reach by phone, text, or email.”

CRM Requirements:

Update status: DNBS

Note the follow-up action (call, text, video)

Include time/date and any customer response

Assign follow-up task if deal is still open

Optional Second Touch (If No Reply After 48 Hours)

If no reply after the first manager contact:

Send a brief second message or video 48–72 hours later

Include updated availability, trade-in values, or special financing options

If still no engagement, mark appropriately in CRM and move to nurture status

CRM & Accountability

If it’s not in the CRM — it didn’t happen.

The CRM is our single source of truth. It tracks every customer interaction, appointment, and deal and it protects your opportunity to close.

Salesperson Daily CRM Responsibilities

Update ALL Leads Daily

No lead should sit untouched. Every interaction must surface a next action and once it’s in the CRM, you own it for 7 protected days. During that time, no one else can claim the opportunity.

Log Every Touchpoint

Text, call, email, video if you made a move, log it.

Accurately Mark Appointments

Use CRM statuses to reflect what actually happened:

Confirmed

Shown

Sold

No-Show

Write Real Notes

Include conversation details, customer concerns, next steps: “Message: Wants a breakdown of lease vs. finance. Offered virtual appointment Thursday at 11 AM.”

Send Calendar Invites

For booked appointments include date, location, vehicle, rep name, and reminder alerts.

Manager CRM Oversight & Coaching

Managers should:

Review open leads by rep daily

Ensure no opportunities fall through cracks

Audit appointment statuses

Confirm outcomes are accurately logged

Evaluate note quality

Look for meaningful content, not generic lines

Spot missed follow-up

Use CRM reporting to catch overdue contacts or idle leads

Coach using CRM data

Use logged activity to guide your coaching it’s objective and actionable

Why This Matters

Protects your lead - Once it’s in your hands, you own it for 7 days

Ensures accountability - Every touchpoint shows effort Makes predictions stronger - Accurate data means smarter forecasting Improves follow-up - No opportunity should slip through the cracks

Bottom line: Keep leads updated, logged, and owned CRM expertise equals sales success.

KPIs That Matter

These are the non-negotiable metrics that guide our performance helping us identify opportunities, drive improvement, and ensure accountability

If we don’t measure it, we can’t improve it.

Core KPI Scorecard

Strong phone closing saves deals without showroom visits Internet

Indicates how well we engage and convert digital shoppers

Measures our ability to close after face-to-face engagement

High set rate = strong process, confidence, and value offered Appointment

Shows the strength of our follow-up, confirmations, and value Appt Show-to-Sale Rate

Reflects in-store performance and closing ability

One video per new lead minimum it’s our competitive edge

No CRM = no accountability, no visibility, no opportunity protection

Staff Accountability

Salespeople are expected to track toward minimums weekly

Personalized videos and CRM logging are non-negotiables

KPIs will be reviewed during monthly 1-on-1s and performance reviews

Consistent underperformance = retraining or performance plan

Manager Responsibilities

Monitor KPIs daily/weekly not just monthly

Use reports to coach in real-time, not after it’s too late

If a rep is below benchmarks:

Review CRM usage

Assess lead handling behavior

Provide targeted training and support

What If You’re Below Benchmark?

If your metrics are low, it’s not punishment it’s an opportunity to:

Ask for help

Shadow someone who’s crushing it

Get coaching and tighten your talk track

Every number tells a story the goal is to spot the patterns, coach the habits, and grow the results.

When performance is measured, performance is improved. When feedback is provided, performance is improved FASTER

Culture Commitments & Final Thoughts

This playbook isn’t just a checklist It’s a mindset. A mission. A standard.

We don’t just want to close more deals. We want to deliver something that feels different better than anywhere else.

We want to be the reason a customer smiles at the end of the process, not just because they got a car but because they finally felt like someone cared

What We Stand For

Value What It Means

Speed Because time matters Respond like it’s your best friend texting you

Clarity Because customers deserve real answers not pressure or fluff.

Personalization Because no one likes to feel like a number Read the lead Be relevant Be human

Progress Because what worked yesterday might not work tomorrow and we’re always growing.

Accountability Because we rise together The CRM protects us The standards guide us The team drives us

A Few Final Reminders

The first impression matters most.

Speed and personalization win more than price alone.

Your CRM is your receipt it tells your story

Video isn’t extra anymore — it’s expected

Every follow-up is a chance to build trust

Every customer is someone’s family Treat them that way

This Playbook = Our Standard

This isn’t “suggested ” This isn’t “try your best ” This is how we operate at Premier Automotive — and how we build careers, grow trust, and make customers for life

If you follow this playbook with care and consistency, you’ll build more than just a strong pipeline you’ll build a reputation And in this business, your name is everything. Let’s go make every lead count. Every day. Every time.

Let’s not just sell cars let’s lead the industry in how we treat people

Appendix

Ques%ons we can ask to engage.

• How did the customer hear about us? Are they a previous customer, do they service with us etc ? Consider expecta%ons based on lead source. When we do this right and we set the appt when the customer arrives at the store we are prepared, and the experience is seamless.

• Have you been doing most of your research online or have you already experienced the vehicle in person? Build Value in Appt. Save them %me “I want to make sure I set %me aside for you this way you are not wai%ng around.

• Have you ever owned (Brand)

• Have you had the opportunity to drive anything yet? (if they are not specific)

• What other vehicles are you considering?

• What are they driving now?

• What is important to them?

• Why are they in the market or doing some research?

• Is there anything about their current vehicle they did or didn’t love?

• Is the vehicle for them or someone else?

• Are you adding or replacing a vehicle? This would then open up to speak about trade and that we want it!

• Broken Promises- We should never promise anything to a customer and not follow thru. Under Promise (Over Deliver) This should always be ZERO!

• Off lining Calls- Are we doing everything possible to set the appt the first %me? If we cannot set the appt why not set a next call appt with the informa%on (but make sure you when you set that expecta%on you follow thru. Can we TO the call on the fly if we cannot set? Do we know our inventory? Do we do lot walks every day? What are some things about the inventory that we can use to build value and excitement when the customer calls in? What makes this vehicle special? What alterna%ve op%ons do we have to offer? If New, do we have a CPO op%on? Do we know what is incoming?

• Collec8ng Contact informa8on- Are we asking and giving the customer a benefit to giving us the informa%on. Are you calling from home or work? How do you spell your last name? What are some things that can benefit a customer by giving us their email address? I will send you over the Carfax on this (vehicle) I will send you an appt confirma%on. What is a good email for your home or work?

• So< Appts- From tenta%ve to strong. If we do not have a day and %me, it is a tenta%ve appt! Lock down a day and %me to firm it up. Reiterate that back to the customer. “Mr. customer Its 3:37 right now I know you men%oned later this evening. I would love to have your vehicle pulled up, gassed cleaned and ready for you. Were you thinking 5:45 or more like 6:30? etc.

Introduction

In the competitive world of automotive sales, effective phone skills are crucial. With a signifcant number of sales opportunities beginning over the phone, dealerships need to ensure that their staff are well-equipped to handle calls professionally and efciently. This eBook will cover the use case and need for effective phone skills in dealerships, the basics and principles of good phone etiquette, and how the CallRevu Intelligent Communication Solution can help streamline and optimize phone skills and performance.

The Need for Effective Phone Skills in Dealerships

The automotive industry is rapidly evolving, and so are customer expectations. A large portion of sales interactions still happen over the phone. Here are some key statistics that highlight the importance of phone skills:

of sales calls never reach an agent

of sales calls that do reach an agent become appointments

of service calls never reach an agent

Source: CallRevu Webinar, Conquer the Call Game: Mastering Daily Phone Management)

The implications of these statistics are clear: many potential sales opportunities are lost due to inadequate phone handling. This represents a signifcant gap that dealerships can bridge by improving their phone skills. Effective phone handling can lead to increased appointment rates, better customer satisfaction, and ultimately, higher sales.

Recent data from McKinsey reveals that 55% of organizations now use AI in at least one business unit or function, up from 50% in 2022 and 20% in 2017 (AI Index). This growing adoption of AI in business operations further underscores the need for dealerships to leverage technology to enhance their phone interactions.

Basics & Principles of Effective Phone Skills

Mastering phone skills involves understanding and applying several key principles. These basics ensure that every interaction is professional, efcient, and customer-centric.

Greeting Customers

Smile:

A smile can be heard over the phone. It sets a positive tone for the conversation.

Gratitude:

Start with a “Thank you for calling” to show appreciation.

Exploring Needs

Identifcation:

Provide your name and the department you work for.

Assistance:

Instead of asking “How can I help you?”, try “What information can I get for you?”

Asking open-ended questions is crucial to understanding the customer’s needs. Here are some effective questions:

How much research have you done so far?

How soon do you need this vehicle?

What caught your attention about this vehicle?

What are you currently driving?

Overcoming Objections

Handling objections effectively can make the difference between losing and closing a sale. Common objections and responses include:

Price Objection:

“Let’s lock in today’s pricing to avoid future increases.”

Trade Objection:

Explain your process for maximizing trade-in value.

Distance Objection:

Offer to complete parts of the process remotely.

Interest Rates:

Emphasize the importance of securing current rates before they increase.

Providing Solutions

Always aim to provide solutions that keep the customer engaged:

• Gather contact information for follow-up.

• Ask for an appointment after answering questions.

• Offer additional information that the customer may not have considered.

Exciting Farewell

End the call on a positive note:

• Recap the conversation to ensure all questions are answered.

• Thank the caller and express enthusiasm about meeting them.

How CallRevu Can Help Streamline and Optimize Phone Skills & Performance

CallRevu’s Intelligent Communication Solution leverages AI and advanced analytics to enhance phone skills and performance in several ways:

Real-Time Call Monitoring and Transcription

CallRevu monitors and transcribes calls in real-time, capturing every detail accurately. This allows for immediate identifcation and correction of issues without human delay. According to Gartner, the implementation of AI in customer service can lead to a 15% increase in efciency and a signifcant reduction in human error (Oberlo)

Automated CRM Updates

AI updates your CRM with detailed call summaries and customer data, reducing administrative workload and ensuring your sales team always has the latest information. This leads to a more organized and efcient sales process

Immediate Alerts for Missed or Mishandled Calls

Instant alerts for missed or mishandled calls enable managers to follow up promptly, preventing lost sales opportunities. Businesses that respond to inquiries within an hour are seven times more likely to qualify the lead (Oberlo)

In-Depth Performance Analytics

CallRevu analyzes call data to provide insights into performance and customer interactions. This includes identifying common issues, training needs, and opportunities for improvement. AI-powered analytics can improve decision-making and operational efciency (AI Index)

Personalized Customer Interaction

AI-driven insights allow for personalized interactions, improving customer satisfaction and loyalty. A survey found that 62% of consumers are willing to use AI to improve their experience (Oberlo)

Enhanced Customer Experience

CallRevu ensures a seamless customer experience from the frst interaction to the fnal sale. AI predicts customer needs and preferences, providing a tailored experience that meets their expectations.

Effective phone skills are essential for any automotive dealership looking to increase sales and improve customer satisfaction. By leveraging CallRevu’s Intelligent Communication Solution, dealerships can enhance their phone skills, streamline operations, and ultimately achieve better performance and growth.

Contact us to learn more about how CallRevu’s AI-only solutions can help you achieve more sales and a better customer experience.

ABOUT US

Originating from within a dealership, we offer a unifed solution designed specifcally for the automotive industry. Our capabilities start from the origin with a comprehensive hosted phone system, call monitoring, performance training, and reputation management, all driven by real-time data and analytics to provide actionable, scalable insights.

By transforming each interaction into valuable analytics and actionable insights, we empower our partners to make informed decisions, streamline operations, accelerate revenue growth, and cultivate customer excellence.

COMPANY OVERVIEW

CallRevu offers a comprehensive solution tailored specifcally for the automotive industry, starting with a fully integrated phone system and extending to call monitoring, performance training, and reputation management. Powered by real-time data and analytics, we turn every customer interaction into actionable insights, helping dealerships make informed decisions, streamline operations, and drive revenue growth. By addressing the critical blind spot in phone management, CallRevu empowers its partners to enhance customer satisfaction and operational efciency at every level.

Visit callrevu.com to learn more about CallRevu and our innovative AI-driven solutions.

• Respond to Leads ASAP or in less than 20 minutes. Responsiveness is crucial to closing leads since we send them real time. Every minute counts.

• Automated Responses:

o Use automated confirmations to acknowledge inquiries and set expectations for follow-up, especially after-hours.

• High-Quality Photos and Videos

o Detailed Images: Provide multiple high-resolution photos of the car from different angles, including interior, exterior, engine, and trunk.

o Focus on quality of photos rather than quantity. Customers would rather browse through 30 photos showcasing the entire vehicle (exterior & interior) rather than 100 photos with every angle of the steering wheel, wheels, etc. Too many photos contribute to shopping fatigue which hurts conversion rates.

o Videos: Create walk-around videos and virtual test drives to give a comprehensive view of the vehicle.

• Prominent Call-to-Actions (CTAs)

o Clear CTAs:

§ Use clear and compelling CTAs like “Contact Us”, “Schedule a Test Drive”, or “Get Pre-Approved”.

o Placement:

§ Place CTAs prominently within listings where they are easy to find.

o Make sure the CTA’s are simple and frictionless experiences that stick to its intended objective. Too often there are distractions or content that strays way from the purpose of CTAs that just leads to user cognitive overload and confusion.

• Customer Interaction and Engagement

o Follow-Up:

§ Follow up with leads who have shown interest in specific listings.

§ Personalize your follow-up based on their interactions.

o Feedback Collection:

§ After sale, gather feedback to understand the customer’s purchase experience and improve future interactions.

LeadAI

By making LeadAI insights an integral part of your dealership’s workfow, you can save tme and improve sales conversion rates. Here are some key best practces to keep in mind:

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Note – You can also see pre-qualifcaton status and delivery interest on your new leads from CarGurus!

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Tip: When you click into the reengaged leads from the incoming leads list, you may not see all the insights available. Try clicking on the reengaged lead from the merged leads list to see full lead insights in the comment secton.

Comments secton example:

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c o t e ree gage ea s or a to a s g ts.

Personalize

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Thomas Smith, ThomasSmith@email.com, ZIP code: 01234

Share the knowledge with your team 6

o e sure t at ou re ge g t e most a ue out o ea t s m orta t to g e access to our e tre sa es team c u g ma agers . to a ea ers sa t at s ar g s g ts t ot er teams at our ea ers e mar et g a e tor ac u s to as ro e to e er a ua e. ese teams ca use t e ormato to e o tm e t e r or . am es c u e

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• Daily LeadAI Email: ema gest t at g g ts a our e ea s rom t e ast ours a a ea s o have reengaged on your VDPs.

• LeadAI Dashboard: ee a our ea s g ts o e ace us g our ar urus ea er as oar .

t e a t to access t e s g ts o t e r o as our ar urus accou t ma ager to a a to a team members’ email addresses to receive the daily email (there is no limit to how many people can receive it) or set t em u t a ar urus ea er as oar og . ter at e ou ca s are t e ormato t t em s ar g scree s ot or r t g t or t em.

Sharing insights daily really helps your team plan their day and will improve their sales conversion rates.

ea ta our ar urus ea er as oar s a great a to get a o er e o our ea s.

Consumer behavior is driving digital retail

The majority of shoppers want to do more of the process from home.

82% researched what vehicle to buy online

60% used the Internet “a lot” or “exclusively” for buying 69% want to do more from home

58% are open to buying completely online 82% are open to selling completely online

CarGurus Digital Deal

Click Here for Demo

Hard-pull financing: Maintain control of your financing with full credit applications powered by your lenders and integrated with your finance management platform

Appointments: Receive leads that have already scheduled an appointment at your dealership

Add-on products: Educate shoppers about your service and protection plans to improve atachment rates

Pre-Qualified Leads

Free access to commited, financially prepared leads who have pre-qualified and submited a lead on your VDP

● Capital One

● Chase

● GLS

● Westlake Available lenders:

Pre-Qualified leads are 41% more likely to purchase1

Accurate ofers set the right expectations and minimize objections

Soft credit pulls generate ofers from lenders you already work with

How to Identify Digital Deal Leads in the CRM 2

Here is a List of

The Digital Deal Lead Sources:

*If you use a CRM, you can also create custom reports that list only your Digital Deal leads to make monitoring and tracking even easier!

Before reaching out to a Digital Deal shopper, it is crucial to read the botom of the lead for any important information or questions.

❖ Digital Deal hyperlink

❖ Type of Financing (Pre-Qual or Hard Pull)

❖ Has trade in vehicle

❖ Scheduled Appointment

❖ Delivery Requested (yes or no)

❖ CarGurus IMV rating

❖ Deal Rating

Diferent Types of Deal Summaries

Best Practices for Customer Outreach 3

Making The Most Out of Digital Retail

CRM Configuration

Maters

Understand how automated messaging from your CRM overlaps with any AI tools

Stop Reselling Your Inventory

Consider new ways of managing leads who are furthest down funnel

Modernize How You Sell

Document a virtual sales process that everyone can support- from the BDC to the sales floor

Harness Data for Personalization

Use customer behavior insights to personalize your interactions.

Seamless Selling : Personalized Interactions and Understanding Your Customer’s Path

Imagineyou'reacar,your customer is the driver, and thesalesjourneyistheroad ahead. Yourjobistomakesurethat ride is as smooth and enjoyableaspossible,from onlinebrowsingtoofline buying.Howdowedothat?

Source: CarGurus Consumer

2023 Tailor Your Interactions Continuous Learning and Collaboration Make Buying A Car From You Easy

Template: The Customized Vehicle

Email Subject Let's Build Your Customized Vehicle Loan

Email Body

Dear [Customer Name], Congratulations on geting pre-qualified online with CarGurus. My name is [Your Name] from [Dealership Name], I wanted to follow up with you about your pre-qualified ofer and let you know about our customized financing options. We specialize in tailoring vehicle financing to your specific needs and preferences, from payment to interest rates.

Please reply to this email at your earliest convenience with a day and time for you to connect and take advantage of your pre qualified ofer before it expires!

Best regards, [Your Name]

Template: Standard Inquiry

Email Subject [Customer Name], Your Next Car Awaits!

Email Body Hi [Customer Name],

My name is [Agent's Name] from [Dealership Name]. Seeing your interest in the [Year Make Model] tells us you value [mention a general value point, such as 'performance and reliability']. It's one of our most sought-after models for good reason. Let's discuss how it can meet your needs and lifestyle.

I'm here to help with any questions or to schedule a test drive at your convenience. Just hit reply with the best day and time for you to come by and I will make sure the vehicle is available and ready upon your arrival.

Best, [Your Name]

Shoppers are heavily influenced by digital content

Over 86% of shoppers are seeking information online prior to purchasing.

38% cited online consumer reviews as most influential in their vehicle purchase

28% look to online articles and blogs for information about a vehicle purchase

20% are leveraging social media to inform their vehicle purchase Source:

Seamless Selling: Prepping an Appointment

Pre-Conditioning Appointments: Seting the Stage for Digital Success

Why Pre-Conditioning? Data shows that customers who have a seamless online shopping experience are more likely to finalize their purchase. Pre-conditioning, a technique to subtly influence a customer’s mindset, is a vital tool to enhance the online purchase experience.

● First Contact: Use phrases like, “Whenwesetupyouronlineappointment..” or “Onceyouexplorethecar’s360 degreeviewonourwebsite..”

● Seting an Appointment: “You’llbeabletoexplorethecarindetailthroughourcomprehensiveonlinelisting.”

● Overcoming Objections: “Iunderstandyoumightbehesitantaboutbuyingonline.However,ourdetailedlisting andvirtualwalkthroughvideoscangiveyouacompletepictureofthecar’sconditionandfeatures.”

● Balancing Virtual and In-person: “Weoferin-personoptions,butmanycustomersfinditconvenientand eficienttoexploreourdigitalpurchaseoptions”

Key takeaway & Actionable Tip: Incorporate pre-conditioning and subtly set the expectation of an online purchase. Overcome objections with empathetic language, and strike a balance between online and in-person options.

High Value Appointment Checklist

❖ Confirm the vehicle is available.

❖ Setshoppersexpectations.

❖ Maximizetimebyhavingshoppers informationready.

❖ Leveragevideomessagingby sendingaintroductionvideoofyou and the vehicle.

Proper Lead Follow Up 5

Winning the Long Game

5 Follow-Up Calls After Connecting: That’s the average to close a sale. Persistence is key!

The Power Of Options: Did you know that 35% of customers end up purchasing a diferent vehicle than the one they initially inquired about?

Sales Cycle & Follow-up periods: Let’s break it down:

○ 0-30 Days: Approximately 50% of customers purchase within 30 days of their initial inquiry

○ 30-60 days: Another 20% of customers purchase within this timeframe

○ 60-90 days: An additional 20% of customers make their purchase in this period

○ 90-120 days: The remaining 10% of customers purchase within this period

Key takeaway & Actionable Tip: With over 50% of your customers purchasing between 30-120 days, don’t abandon the follow-up after 30 days. Set reminders for long-term follow-ups in your CRM. Vary your communication methods - texts and emails, are just as efective as phone calls.

Mining Gold : The Art of Unsold Follow-Up

Unsold leads are not lost causes, they’re hidden gold mines. Here’s how to dig deeper :

● Lost Opportunities: Research suggests that 48% of salespeople never follow-up with a prospect. This means nearly half of potential sales could be slipping through the cracks due to lack of follow-up.

● Regular Check-Ins: A quick “Hi, how’s your shopping going?” can keep us in their thoughts without being pushy.

● Value-Add Content: Be the expert they rely on. Send them relevant news, updates or special promotions.

● The One Thing Phone Call: Customers appreciate being asked “What is one thing we can do to earn your business?” Asking such direct, customer centric questions during your follow-up calls can increase the success rate by more than 10%

Key takeaway & Actionable Tip: Starting today, make unsold follow-up a non-negotiable part of your sales process.

The VOI Switch - A Strategic Sales Conversation

Capitalizing on Flexibility to Drive Inventory Turnover

➔ Building Rapport With Your Customers :

◆ Understanding why your customer is buying this car, today!

➔ Customer Centric Vehicle Alternatives:

◆ When alternative vehicles are suggested, ensure they are closely aligned with customers expressed or implied needs. This may involve ofering a vehicle with similar features at a similar price point or highlighting how another vehicle could be a beter fit for their lifestyle or driving habits.

➔ Tailoring Conversations for Various Customer Scenarios:

◆ For customers focused on a specific model due to budget constraints, emphasize the long-term value and cost savings of the alternative. For those with a particular feature in mind, life fuel eficiency or cargo space, suggest vehicles that outperform in those areas.

➔ Addressing Local vs. Out-Of-Market Preferences:

◆ For Local Customers: “I’d love to invite you to our showroom where you can compare your options in person and take a test drive today.”

◆ For Out-Of-Market Customers: “I can send you details video tour of the varying options, including a virtual demo of the features you’re most interested in.”

Pro

Maximizing On Opportunities For Unsold Appointments

1 2 3 4

Dig Deeper

Understand your shoppers situation

Maybe they are buried in their trade or don’t have enough down payment. Most shoppers have a budget.

Reassess the Deal

Follow-Up Strategically

Utilize Your Team

Show the shopper other options that meet their financial needs.

Remember you are the expert. Set realistic expectations by asking the right questions.

Send a follow up text thanking them for coming in today and let them know your working on their deal.

Time your follow-ups for maximum engagement, over the right channel.

Inform a manager that you haven't been able to reach your shopper after Day 1. Allow them to step in and atempt to contact the shopper.

Comprehensive Long-Term Follow-Up Guide for CarGurus Leads

Overview

This guide & cadence is designed to optimize lead nurturing eforts from Day 30 to Day 120, ensuring regular engagement through personalized and strategic communications tailored to diferent types of leads: Generic, Pre-Qualified, Digital Deal Soft Pull, and Digital Deal Hard Pull

Lead Type Considerations

● Generic Leads

○ Focus: Raise awareness about the dealership's value, inventory depth, and customer service excellence.

○ Goal: Engage them with general dealership oferings and convert interest into a specific vehicle inquiry.

● Pre-Qualified Leads

○ Focus: Capitalize on their shown financial interest and readiness.

○ Goal: Provide clear paths to purchase with emphasis on financing deals and tailored vehicle suggestions based on their pre-qualification details.

● Digital Deal Soft Pull Leads

○ Focus: Leverage their preliminary financial exploration without commitment.

○ Goal: Encourage them to take the next step towards a hard pull or a dealership visit.

● Digital Deal Hard Pull Leads

○ Focus: They’ve shown serious purchase intent through a hard credit inquiry.

○ Goal: Drive towards closing with highly personalized communication that addresses potential barriers to purchase.

Segmentation and Personalization:

● Customize follow-ups based on lead type:

○ Generic Leads: Focus on dealership value and vehicle options.

○ Pre-QualifiedLeads: Emphasize financing options and special ofers.

○ DigitalDealLeads(SoftPull): Tailor communications around the specifics they have already engaged with, such as trade-in options or specific models

○ DigitalDealLeads(HardPull): Keep communications highly personalized, update them on credit-specific deals or incentives, and engage them with financial services.

Frequency and Timing:

● Ensure follow-ups are not too frequent to avoid lead fatigue. The suggested cadence keeps touchpoints spread out over critical decision-making intervals.

Content Variety:

● To keep the communication engaging and relevant, mix educational content, dealership value, personal check-ins, and call-to-actions such as test drive invitations.

Responsive Engagement:

● Be prepared to adjust the communication strategy based on customer interactions. If a lead responds with interest or questions, tailor future communications to their specific needs and move them up in the follow-up schedule.

Use of Technology:

● Utilize CRM tools to automate email and text message delivery on scheduled days, ensuring no lead is missed. Set reminders for personal phone calls and note any personal preferences or details the customer mentions to personalize the conversation.

Detailed Templates for Communication

Template A - Re-engage with Value Ofer (Day 30)

Subject: Is It Still Parked in Your Dreams?

Body: Hi [Customer Name],

We're still thinking about finding you the perfect car! If you ' re ready to revisit your options or have any new preferences, we ' re here to help. Don't hesitate to call us at [Dealership Phone Number] or just reply to this email!

Warm regards, [Your Sales Team]

Template B - Financing Options Reminder (Day 45)

Subject: Custom Finance Options Are Still Available!

Body:

Hi [Customer Name],

Just a reminder that we have excellent financing options waiting for you. Let's make your car buying experience afordable and stress-free. Call us today at [Dealership Phone Number] to find out more.

Best, [Your Finance Team]

Template C - Showcase Vehicle Features (Day 60)

Subject: Have You Seen What [Vehicle Model] Can Do?

Body:

Hi [Customer Name],

We thought you might be interested in the latest features of the [Vehicle Model]. It’s perfect for your needs and lifestyle. Let us know if you want more details or a personalized video walkthrough!

Cheers, [Your Sales Team]

SMS 1:

“Hi [Customer Name], have you seen our latest vehicle arrivals? There might be the perfect one waiting for you! Call us at [Dealership Phone Number] for more info. - [Your Sales Team]”

Script 1 - Personal Check-In Call (Day 75)

“Hi [Customer Name], it’s [Your Name] from [Dealership Name] How have you been? I’m reaching out to see if there’s anything more we can do for you. Do you have any questions or would you like to revisit any of our vehicles? Let’s chat!”

Template D - Test Drive Invitation (Day 90)

Subject: Ready for a Test Drive?

Body:

Hi [Customer Name],

We'd love to have you come in for a test drive It’s the best way to experience the comfort and capabilities of our cars. Give us a call at [Dealership Phone Number] to schedule your visit!

See you soon, [Your Sales Team]

SMS 2:

“[Customer Name], ready to test drive your future car? Call us at [Dealership Phone Number] to book a time that works for you! See you soon! -[Your Sales Team]”

Template E - Special Promotion Alert (Day 105)

Subject: A Special Ofer Just for You!

Body:

Hi [Customer Name],

Don’t miss our exclusive ofer on the [Vehicle Model], available only for a limited time. We’d hate for you to miss out. Call us at [Dealership Phone Number] for all the details!

Regards, [Your Sales Team]

Template F - Final Call to Action (Day 120)

Subject: Last Chance - Don't Miss This Deal!

Body:

Hi [Customer Name],

This is your last chance to take advantage of our special deal on the [Vehicle Model] We're here to help you complete your purchase with ease Please call us at [Dealership Phone Number] so we can finalize everything!

Act now, [Your Sales Team]

Alternative Email Templates for Long-Term Follow-Up

Template A - Day 30: Re-engage Interest

Subject: Miss Us Yet? Check Out What’s New!

Body:

Hi [Customer Name],

Haven't found the right car yet? We’re constantly updating our inventory with exciting options that might be perfect for you Let’s reconnect and find you the car that fits all your needs!

Feel free to reach out or visit us at your convenience.

Best, [Your Sales Team]

Subject: Still Searching for the Perfect Ride?

Body:

Hi [Customer Name],

If you ' re still on the hunt for that perfect vehicle, we might have just what you ' re looking for. Our latest models range from rugged to refined. Why wait?

Call us at [Dealership Phone Number] to discuss your options!

Cheers, [Your Sales Team]

Template B - Day 45: Financing Options Reminder

Subject: Your Dream Car Awaits - Let’s Talk Financing!

Body: Hi [Customer Name],

We're here to drive you closer to your dream car with some fantastic financing options that just rolled in Tailored just for you, they'll fit your budget like a glove

Let’s finalize your choice! Call us today.

Best, [Your Finance Team]

Subject: Get Closer to Your New Car with Special Financing!

Body: Hi [Customer Name],

It’s a great time to buy with exclusive financing deals available now. We've got flexible options to suit your needs and get you on the road sooner than you thought possible.

Contact us to learn more!

Cheers, [Your Finance Team]

Template C - Day 60: Vehicle Highlights

Subject: Featured Car of the Month!

Body:

Hi [Customer Name],

Our featured car this month could be just what you ' re looking for! With top-of-the-line features and a comfortable ride, it's ready for a test drive whenever you are.

Stop by or give us a call!

Thanks, [Your Sales Team]

Subject: Have You Checked Out Our Favorites?

Body:

Hi [Customer Name],

We've handpicked a selection of vehicles that are a big hit this season. With updated features and competitive pricing, they're flying of the lot!

Don't miss out, call us to find out more!

Regards,

[Your Sales Team]

Template D - Day 90: Test Drive Reminder

Subject: Test Drive On Your Terms

Body:

Hi [Customer Name],

Ready to feel the thrill of driving [Vehicle Model]? Book a test drive today and experience it for yourself. We can even bring the car to you!

Call us to schedule your personal test drive experience.

See you soon,

[Your Sales Team]

Subject: Drive Before You Decide - Book Today!

Body:

Hi [Customer Name],

Still thinking about the [Vehicle Model]? Why not test drive it before making your decision? We’re sure you’ll love it!

Contact us to book your test drive

Cheers, [Your Sales Team]

Template E - Day 105: Special Promotion Alert

Subject: Exclusive Access to Our Best Ofers Yet!

Body:

Hi [Customer Name],

As one of our valued customers, we ' re excited to ofer you the first dibs on our latest promotions. These exclusive deals are tailored just for you and will not last long!

Reach out now to claim your ofer!

Best, [Your Sales Team]

Subject: Special Ofers Just for You - Grab Them Now!

Body:

Hi [Customer Name],

We've put together some special ofers that we think you'll be interested in Available for a limited time, these deals are designed to help you get the most value out of your next purchase.

Call us to find out more about these exciting ofers!

Regards, [Your Sales Team]

Template F - Day 120: Last Chance Follow-Up

Subject: Don’t Miss Out - Last Day for Exclusive Ofers!

Body:

Hi [Customer Name],

Today is the last day to take advantage of our exclusive ofers on the [Vehicle Model]. Don’t miss your chance to drive away with a great deal!

Call now to secure your ofer!

Act quickly, [Your Sales Team]

Subject: Final Hours! Your Ofer Expires Today

Body:

Hi [Customer Name],

Your special ofer on the [Vehicle Model] expires today. It's your last chance to benefit from this incredible deal. Let's get you in for a final look or a quick chat to wrap things up!

Call us at [Dealership Phone Number].

Best regards, [Your Sales Team]

Additional SMS and Phone Scripts

SMS Templates

Day 60SMS:

“[Customer Name], check out our top picks this month! Great deals on [Vehicle Model]. Call [Dealership Phone Number] for more info. - [Your Sales Team]”

Day 90SMS:

“Ready to drive your dream car, [Customer Name]? Book a test drive today at [Dealership Phone Number]. Don't wait! - [Your Sales Team]”

Phone Call Scripts

Day 75Follow-Up:

“Hi [Customer Name], it’s [Your Name] from [Dealership Name]. I'm just calling to update you on some wonderful finance options and special deals we currently have. Can we discuss what works best for your budget and needs?”

Day 120LastCall:

“Hi [Customer Name], this is [Your Name] at [Dealership Name]. I wanted to give you one last reminder about the special deal we have on the [Vehicle Model] Today is the last day to take advantage of this ofer, and I’d hate for you to miss out!”

Email Blast Templates for CarGurus Leads

Pre-Qualified Leads

Subject: Act Now for Special Financing Rates!

Body:

Hi [Customer Name],

You’ve been pre-qualified for some of the best financing rates available this season. Let’s make your car buying experience afordable and exciting with our exclusive rates.

Call us today to discuss your options!

Warm regards, [Your Finance Team]

Digital Deal Soft Pull Leads

Subject: Custom Ofers Just One Step Away!

Body:

Hi [Customer Name],

You're almost there! With just a few more details, we can customize an ofer that fits your needs perfectly Let's finalize your choices and get you behind the wheel of your new car

Reach out today, and let's get started!

Cheers, [Your Sales Team]

For Digital Deal Customers with a Trade-In

Subject: Get More Value for Your Trade-In!

Body:

Hi [Customer Name],

Ready to upgrade? There's never been a beter time to trade in your current vehicle! We're ofering top dollar for trade-ins this month, and with your pre-approved status, upgrading is easier than ever

Bring in your [Current Vehicle Model] and drive out with a [New Vehicle Model]! Let’s discuss how much your trade-in is worth. Give us a call at [Dealership Phone Number] or stop by our dealership today.

Best regards, [Your Sales Team]

For Generic Leads Considering a Trade-In

Subject: Thinking of Trading Up? Learn What Your Car is Worth!

Body:

Hi [Customer Name],

Considering a new ride? Find out how much your current car could contribute towards it! We ofer competitive trade-in values that could make your next purchase even more afordable

Contact us for a no-obligation valuation and see just how easy geting into a new car can be. Reply to this email or call us at [Dealership Phone Number].

Cheers, [Your Sales Team]

For All Leads - Highlighting New Inventory

Subject: Discover Our Exciting New Arrivals!

Body:

Hi [Customer Name],

We've just added some exciting new models to our inventory! Whether you ' re looking for advanced technology, enhanced safety features, or just a new look, our latest arrivals ofer something for everyone.

Browse our new models online or come in for a personal tour of what’s new on our lot. Don’t forget to ask about our special financing options available this month!

Can't wait to see you, [Your Sales Team]

For Pre-Qualified Leads - Special Ofer

Subject: Exclusive Ofer for Pre-Qualified Customers Only!

Body:

Hi [Customer Name],

As a pre-qualified customer, you have access to exclusive ofers not available to the general public. This month, enjoy reduced interest rates and bonus cash on select models when you finance through us.

Let's make your dream car a reality. Call us at [Dealership Phone Number] or visit us to learn more about this limited-time ofer.

Warm regards, [Your Finance Team]

For Digital Deal Soft Pull Leads - Personalized Ofers

Subject: Personalized Car Buying Options Just for You!

Body: Hi [Customer Name],

We noticed you started the car buying process and we’re here to help you finish it with personalized options tailored to your needs. From selecting the right model to figuring out the best finance plan, we ' re here to guide you every step of the way.

Let’s finalize your car-buying process! Contact us today to discuss your options or to schedule a visit

Looking forward to helping you, [Your Sales Team]

Consumer Contact Best practices

Once a consumer finishes the lead form, contact receives a message in < 30secs. An automated text is optimal so that contact to the consumer is instant. If they respond, conversation continues. Optimal speed of response is < 30secs. If they do not, a call is made before the day ends.

- If the initial message cannot be delivered, the customer receives a phone call.

- If the phone number is no good, we send an email.

- If all contact info is no good, the lead is disqualified.

Timing/ cadence / channel

Day 1 ( 3 contacts - text, text, call )

Day 2: ( 2 contacts - text, call)

Day 3: (1 contact - text)

Day 5: (1 contact - phone call)

Day 10: (1 contact - text)

Day 20 : (2 contacts - text, call)

Day 30 : (2 contacts - text, call)

For unresponsive customers Over 30 days - 12 total contacts 7 sms messages and 5 phone calls

Daily SMS Messaging

Follow the sequence of messaging until the customer responds. This corresponds to the Day 1Day 30 cadence listed above.

Day 1- Hi [Consumer], this is your team at [Dealer]. Excited to see you've chosen us to get the most competitive offer on your vehicle! Let's gather some added details and get your appt scheduled. Do you have time to chat or if you prefer a quick call?

Day 1 - Hi [Consumer]! It's your team here at [Dealer] following up on your request for a vehicle quote - I have a terrific offer to share and hoping you have some time to chat or call. Is now a good time?

Day 2 - Hi [Consumer] It's your team at [Dealer] reaching back out on your request. Quick question to confirm: Are you still thinking of selling your car or trading it in?

Day 3 - Hi [Consumer], [Dealer] reaching back out to let you know the offer on your vehicle is about to expire. Available to talk about it?

Day 10 - Hi [Consumer],[ Dealer ]here - We have a pending offer on your vehicle. Have you sold it?

Day 20 - Hi [Consumer] - This is the team at [Dealer]. You requested an offer from us for your vehicle several weeks ago. Are you still in the market to sell or trade?

Day 30 - Hi [Consumer] - [Dealer] with our final check in. We have an updated offer for your vehicle, but understand if you're no longer looking. Please let us know if you'd like to see your new offer!

Develop Sales Behaviors

Identify and coach for these behaviors whether over the phone and/or with SMS interactions after the consumer responds to initial contact. Role Play scenarios to demonstrate what success looks like.

Confidence - Consistently maintains a positive attitude and upbeat demeanor.

Example statements

“ The best thing about our dealership is that we….. “

“ Another way we provide great value is…..”

Discovery/ Communication - Seeks to understand the customer's situation. Can communicate effectively in a verbal or written format.

Example statements

“Tell me a little bit more about your situation... “

“ What has you in the market to purchase a vehicle today…..”

Persuasion - Makes recommendations for the next step in the process. Find ways to eliminate obstacles that would slow or hinder the process.

Example statements

“ I recommend we…”

“ Let’s…”

“How about we….”

CarNow | Digital Retailing Best Practices

Basic Fundamentals

1. Ensure your website looks and functions at its top capacity. To many CTA’s can cause duplicate leads and poor customer experience

○ Connect your Chat, Form Fills, and Digital Retailing CTA’s so it’s a seamless customer experience and they do not have to submit their contact information with every tool.

○ Limit your SRP stack to 2-3 CTAs and VDP to 3-4 CTA for a nice clean look prioritizing where you want the customer to engage.

○ Add a Digital Retailing Banner and secondary DR CTA on your VDP to draw attention and have more customers engage in the tool.

○ Most of your customers are on their cell phone so make sure your website looks good on your mobile!

2. Match your instore process to your online tool to prevent bad Customer experience by having to start from the beginning again.

○ Read the Lead, acknowledge the work the customer put in online and be prepared when they show up.

○ Dictate the flow and steps the customer completes online that aligns with what they would expect in-store.

3. A Digital Retailing lead converts at double what a regular lead does. So why not turn every lead into a DR lead?

○ We suggest turning every lead you receive from the CRM into a Digital retailing lead through Embed links which launch the customer right into the digital retailing experience on the vehicle they are interested in or by directing the customer to visit your online showroom and click on the digital retailing CTA. Advanced Utilization

1. Engage with Live Digital Retail customers while they are LIVE on your site. Introduce yourself and offer Live assistance with any potential questions and drive them further down the road to the sale.

○ Schedule an appointment

○ Request trade photos

○ Complete hard credit pull

○ Send live offers through the CarNow Desking tool

○ Send Rich Content (eBrochures, Comparisons, eBusiness Cards)

2. Offer a Live Video Walkaround of the customer’s VOI while they are actively engaged.

CarNow | Digital Retailing Best Practices

Follow Up

1. Read the Lead and click into the CarNow Customer Profile to see all customer events and interactions on your website.

○ What vehicle(s) did they see payments on and was it a Lease/Finance/Cash deal?

○ Did they Submit a Trade and trade photos?

○ Did they schedule an Appointment?

○ Did they submit hard credit or soft credit?

○ Did they look at accessories or protection packages?

2. Respond to the customer: Acknowledge and mention all the work the customer did online

○ Request Trade Photos and VIN from the customer profile to assist with a firm trade appraisal

○ Send a Micro Site or embed link to engage the customer into a step they had skipped over or missed

3. Be ready for customer when they show up. Don't waste their or your time.

○ Have the vehicle pulled up and washed

○ Print off all the documents and trade information the customer did online

○ Let the manager see the deal and payment the customer worked online

○ Work all these best practices into your showroom experience

CarNow | Digital Retailing Best Practices

Increase Performance & Usage

1. Set up Live Help Needed notifications with store champion

2. Ensure Live Action notifications are filtered for departments and roles.

3. Discuss and set dealer roles for DR, especially desking

4. Demonstrate how to send a Microsite and provide an example of use.

5. Have multiple options ready to increase digital retailing performance:

○ Create a BuyNow embed link

○ Deep-link or add secondary BuyNow CTA

○ Add a BuyNow Banner

○ Add Build Your Vehicle

Increase Adoption

CarNow | Digital Retailing Advance Settings

Features Plus Pro

Additional BuyNow CTA with Deep-link (Payment, Trade, Credit)

Add Digital Retailing Banner on VDP

Add CRM Embed Link

Increase Dealership Engagement > Pro Training

Mastering Online Engagement

Follow these steps to optimize your experience:

1. Log in to the CarNow platform and remember to save your password. Simplify the process by bookmarking the page.

DEALERHOME, HOME SCREEN

2. Allow notifcations on your devices to ensure you never miss important updates.

3. Safeguard your account by adding security questions to your personal profle. This will help with password recovery if needed.

4. Add a photo to your digital business card.

5. Customize the experience by adding to or editing your shortcut library.

6. Familiarize yourself with how CarNow leads appear in your CRM.

7. Set daily goals and utilize flters for conversations or the Live Action feed to meet your objectives.

DEALERHOME, CONVERSATIONS SCREEN

DEALERHOME, ACTIVE LEADS SCREEN

Frequently Used Messaging Rich Content & DealerHome Screens

Conversations Screen

This screen is a view of all sessions.

Active Leads Screen

This screen highlights all recent lead eligible sessions.

Home Screen

Check the appointments log or Live Help Needed! tile for opportunities.

Live Action

Filter your feed to narrow your focus.

Inventory

Send inventory to confrm a vehicle of interest or suggest other vehicle options.

Appointment

Book the appointment and send the reminder to keep the time & location front-of-mind.

Shortcuts

Keep your conversation moving with personalized quick responses or questions.

Add Note (Whisper)

Privately message CarNow agents for a seamless introduction and chat takeover.

Hours

Go for the appointment by sending dealership hours and suggesting a time.

Contacts

Keep it personal by sending your digital business card in every chat. Make it easy for the customer to reach you.

Chat Best Practices

1. Prioritize quick responses to alerts, especially for “Live Help Needed!” as real-time engagement leads to more appointments and higher customer satisfaction.

2. Before joining a conversation, review the ongoing dialogue. This ensures a smooth transition and shows customers that you value their prior online interactions.

3. Share your digital business card in every conversation to create a personal connection that resonates with customers.

4. Refer to the table below for efective techniques in gathering contact information. Build rapport and meet the customer where they are in the conversation.

DON'T DO

If a customer is looking for additional vehicle information: Immediately ask for contact information. Acknowledge their request and respond to meet them where they are in the chat.

If a customer is confrming vehicle availability:

Use language like, “In case we get disconnected, may I have your phone number?” In an online chat, the odds of a disconnection are rare.

“I want to give you details. What is the best number or email to send this information?” Thank them and share information to receive information!

“I want to make sure this vehicle is in stock and has not been sold. What is a good number or email I can send availability and a video?”

5. Always push leads to your CRM and close the conversation.

6. If reaching out for follow-up after the lead has entered your CRM, review the lead details. Familiarize yourself with customer inquiries and completed steps to ensure a smooth transition. This is especially valuable in situations where the lead hasn’t been assigned in the CRM, as it also reveals real-time engagement by other dealership users.

7. In scenarios where your customer remains unresponsive during regular follow-up, utilize the Chat Invite feature. Reengage the customer using the same method they initially reached out to you with to reconnect on familiar ground.

Key Best Practices:

Prompt Response:

Immediately respond to leads, ideally within minutes, as studies show this significantly increases the likelihood of an appointment.

Personalized Communication:

Avoid generic messages. Tailor communication to each lead's specific interests, preferences, and vehicle choices.

Consistent Follow-Up:

Regularly follow up with leads, but avoid overwhelming them. Find the right balance and adjust the frequency based on individual lead response..

Key Best Practices:

Understand Customer Preferences:

READ the NOTES: Dive into the Shopper Profile link if it’s there to see what they’ve been shopping for. If they started the Finance Intent tract know this before reaching out. If they requested a specific sales person, honor that. Determine the best way to communicate with each lead (e.g., phone, email, text) and tailor your approach accordingly.

Provide Value:

Offer helpful information, such as financing options, trade-in benefits, or test drive opportunities, to engage leads and build trust.

Test Drive Promotions:

Encourage test drives, as this is often a key step in the buying process and most beneficial purpose for an appointment.

Video Walk-Throughs:

Offer virtual car reviews through videos to allow potential buyers to explore features.

Cars.com leads come with detailed context on each shopper’s interests — including real-time insight into the cars they’re considering, their price range, and even their engagement with your competitors’ inventory.

up to

Key New Details - Leads Page

The new ‘Leads’page is a consolidated source for all Cars.com leads ‘View Report’ ingresses into theALL NEW LEADS report

Optional call-to-action to request CRM integration

Key New Details - ALL NEW LEADS Report

Highlights summarizes key insights, including leads submitted (including competitors), most viewed vehicle, and budget range

Key New Details - ALL NEW LEADS Report

Dealers can now see their leads and what competitor MMYs a customer has submitted leads on anonymized)

Shopping activity by price gives dealers a sense of budget based on the listed price of VDPs visited

BEST MATCH SEARCH ALGORITHM

Cars.com is a matchmaker

Best Match is Cars.com’s proprietary search ranking algorithm that helps car buyers find the vehicle they’re looking for. While the algorithm considers hundreds of variables, and is always evolving through machine learning, it consists of three basic categories:

● Dealer Variables

● Listing Details

Understanding Dealer Variables

The algorithm considers factors related to the dealer, such as reviews, pricing, and market supply.

Here are some of the factors dealers have the most control over:

Ratings & Reviews: Positive dealer reviews are essential to proving to potential car buyers that the experience at the dealership is going to be a good one. Review quality, quantity, and recency, and lead handing scores are all factors for determining inventory ranking.

Inventory Completeness: Since shoppers use filters to find their perfect vehicle, having complete data for each VIN inventory is essential for ranking. In order to be considered a quality listing, a higher photo count and good photo quality is recommended; as is mileage listed and being priced in an acceptable range. While Best Match does not take image quality directly into consideration, it has a positive influence on shopper activity which is criteria Best Match takes into consideration when learning.

Location: Shoppers are also looking for convenience, so your distance from the shopper is a ranking factor as well. Within every page, the dealers appearing closest to the shopper will appear first.

Understanding Listing Details

To ensure the best experience, we consider things like listing completeness, price, and mileage among other factors.

Listings Recency: While in-market shoppers are always interested in what’s new, older listings matter too since slower turn inventory often means the possibility for a great deal. To provide meaningful exposure to fresh vehicles and showcase the gems still available in their market, we make sure both new and old listings have opportunity to show up on the top of search.

Price: There's no question price matters to consumers, but overly cheap vehicles can be a red flag too. Instead of prioritizing lowest price vehicles, our search algorithm factors price compared to a shopper’s local market to help determine a listing’s ranking. Pricing a vehicle appropriately for your market is a must to ensure transparency and high shopper engagement.

Features: Key features such as bluetooth, exterior/interior color, drivetrain, and finer features such as navigation system, stability control etc. are also part of the consideration set. That means that complete merchandising will always aid in your inventory search ranking.

Update pricing to stay in their inbox

Price changes, both up and down, are a best practice not only to stay aligned with the shifting market, but also to generate urgency from saved vehicle alerts.

REPUTATION

Add photos and sellers notes for top matches

Dealer reviews are a crucial part of your listings –appearing on SRPs, VDPs, and dealer profiles.

Maximize ROI of this feature:

● Ensure review management is part of dealership operations

● Review Cars.com Reputation reports monthly

● Promote Dealer of the Year in store and online

Reviews are factored into Cars.com’s Best Match algorithm

Higher reviews see higher engagement overall

Reviews are a critical trust signal for the 88% of Cars.com in-market shoppers undecided on a dealer

GettingStartedWithYour CustomerDataPlatform(CDP)

FullpathCSM:ShayneKirby|shayne.kirby@fullpath.com|802-341-5556| ClickToScheduleTraining

AboutThisResource:

Here'saquickguidetohelpyougetstartedwithyourFullpathCDP.Itcoverskeytips,bestpractices,and essentialresourceslikewalkthroughvideos,sampleaudiencelists,andreportstoquicklyandeffectively leveragetheplatformforyourdealership.

VideoFocus Link

HowwecapturedatausedinFullpath'sCDP. DataMap

Howweleverageidentityresolutiontohelpcleanandutilizedata

Overviewofthe360shopperprofile

FullpathWebinar(30Minutes)|HowtouseyourCDPtospothighintentshoppersandreactfastertoknownshopperopportunities.

OverviewofourAudienceActivationproductandourproactivedrip emailmarketingtoyourcustomers.

Howtousetheaudiencebuilder&DynamicAudiencestobuildcustom lists,subscribeandActivateyourCDPData

ThisguidesupportsFullpathCDPAudienceBuilderusers,providing instructionstocreateaudiencesfordifferentactivationgoals.

IdentityResolution

360ShopperProfile

MakingSenseofShopper BehaviorinyourCDP

AudienceActivation

CDPAudienceBuilder& DynamicAudiences

AudienceResourceGuide

UseinventoryanalysistoidentifyshoppersinterestedinspecificVINs InventoryAnalysis

IntroductiontoDataUps DataUpsIntro

Tips&TricksforSales/BDC TeamsWhileManaging OpportunityLists

Theseareopportunitiesfromcustomerswhohaveengagedwithyoupreviouslyinsome capacity(Purchased,ServicedorConverted)treatthemasaguestandrememberthattheyare notyetaconvertedlead,theyareactivelyshopping.

Doyourresearch-setyourselfupforsuccesswitha2-minute-drillreviewofthecustomerin theCDP+CRMbeforeoutreaching.

Leverageyourinternalsystems: Outboundcallsthroughyourtrackedlines-letsyoulistentoyourpastconversationsfora recap/reminder

CaptureyournotesintheCRMandsetyourselvesfollow-upsasneeded.

CallFirstandthenfollow-upwithemail/smsandmakeyournotes

ChecktheCRMorcustomerdatabaseforthelastsalesorserviceinteraction whenwasthe lastvisit,andwhatwasdiscussed?

Reviewrecentmarketingemailsorcommunicationssenttothecustomer;havetheyopenedor clickedonanyoffers?

Lookuptheirpreviousvehicledetailsorinquiries,ifavailable,tounderstandtheirpreferences. Noteanynotesaboutwhetherthey’veshowninterestinspecificvehicletypesorfeatures

Introduction:

"Hi,thisis[YourName]from[DealershipName].Iwasreviewingourrecordsandsawyourlastvisit was[timeframe],ormaybeyourecentlyreceivedsomeemailsaboutnewmodels.Iwantedto personallyfollowuptoseehowwecanassistyou."

TalkingPoints:

"Iseethatyouwerelastincontactwiththedealershipbackinxyzdate”or“whenwelastspoke, youweregoingtobethinkingmoreaboutyournextstepsandIwantedtoreconnecttoseeif you’veconsideredxyz.”

"Basedonourlastcommunication,itlookedlikeyoumightbeinterestedin[specificvehicletypeor feature],isthatstillsomethingyou'reconsidering?"

"Howisyourcurrentvehicleworkingforyou?Doyoufeelitstillsatisfiesyourneeds?"

"Haveyouthoughtabouttradinginyourcurrentvehicleormaybeexploringatrade-inoffer?We canprovideano-obligationestimateifyou'reinterested."

"Consideringthelatestmodels,haveyouthoughtaboutupgradingorswitchingtoadifferent vehicletobetterfityourcurrentlifestyle?"

Closing:

"Evenifyou'restilljustexploringoptions,I’dbehappytosharesomeinformationorhelpyou scheduleavisit.Wouldyoubeavailableforaquickchatortestdrivesometimesoon?"

Script2:Solution-OrientedandResearch-DrivenApproach

PreparationPromptsfortheSalespersonBeforeCalling:

Checkrecentinteractions:lastvisitdate,serviceappointments,orpreviousdiscussions. Reviewemailengagement:whichemailswereopenedorclicked? Understandcustomerpreferencesbasedonpreviousinquiries,vehicleinterests,ornotes. Lookforanyrecentmarketingcampaignsdirectedatthiscustomer.

Introduction:

"Hello,thisis[YourName]from[DealershipName].Inoticedthatyou’vereceivedafewofour emailsaboutnewmodelsandspecialoffers,soIwantedtofollowuppersonally."

TalkingPoints:

"Whenwasyourlastvisitorinteractionwithus?Areyoustillsatisfiedwithyourcurrentvehicle,or areyouconsideringoptionsforanupgrade?"

"Ifyourcurrentvehicleisn’tmeetingallyourneeds,haveyouthoughtabouttradingitinor exploringournewermodelsthatofferenhancedfeatures?"

"Manycustomersfindthatupgradinghelpswithsafety,fuelefficiency,orspace arethoseaspects importanttoyourightnow?"

"Wouldyoubeinterestedinacomplimentarytrade-inappraisalorlearningaboutourlatestmodels thatmightsuityourlifestyle?"

Closing:

"Feelfreetoletmeknowifyou'dlikemoreinformationortoscheduleavisit.We’reheretohelp youfindtheperfectvehiclewhenyou’reready."

Script3:HighlightingSpecialFinancing&LeaseOffers

PreparationPromptsfortheSalespersonBeforeCalling:

Checkrecentinteractions:lastvisitdate,serviceappointments,orpreviousdiscussions. Reviewemailengagement:whichemailswereopenedorclicked?

Understandcustomerpreferencesbasedonpreviousinquiries,vehicleinterests,ornotes. Lookforanyrecentmarketingcampaignsdirectedatthiscustomer

Introduction:

"Hi,thisis[YourName]from[DealershipName].Iwantedtoreachoutbecausewe’recurrently offeringsomeexclusivefinancingandleasingspecialsthatIthinkyoumightfindinteresting"

TalkingPoints:

"Rightnow,wehavelow-interestfinancingoptionsandattractiveleaseprogramsonselectmodels perfectifyou'relookingtoupgradewithoutalargedownpayment."

"Haveyouconsideredleasinganewvehicle?Ourcurrentleasespecialsincludereducedmonthly paymentsandflexibletermsthatcouldfityourbudget"

"Evenifyou'renotreadytobuy,ourleaseprogramsaredesignedtoprovideanewvehicle experiencewithlesscommitment."

Closing:

"Wouldyoulikemetosendyoudetailsontheseoffersorsetupatimeforyoutocomeinandlearn more?They’reavailableforalimitedtime,soI’dlovetohelpyoutakeadvantage"

Script4:PromotingDiscountedInventory&SpecialDeals

PreparationPromptsfortheSalespersonBeforeCalling:

Checkrecentinteractions:lastvisitdate,serviceappointments,orpreviousdiscussions. Reviewemailengagement:whichemailswereopenedorclicked?

Understandcustomerpreferencesbasedonpreviousinquiries,vehicleinterests,ornotes. Lookforanyrecentmarketingcampaignsdirectedatthiscustomer

Introduction:

"Hello,thisis[YourName]from[DealershipName].Iwantedtoletyouknowaboutsomefantastic dealswe’vegotonourinventoryrightnow."

TalkingPoints:

"Wehaveaselectionofnewvehiclesatdiscountedprices,includingsomemodelswithsignificant savings.It’sagreatopportunitytogetintoanewervehicleforless."

"Manyoftheseunitsareinstockandreadyforimmediatedelivery perfectifyou’reconsideringa quickupgrade."

"Ifyou'reinterested,Icansharedetailsonspecificmodelsthatarecurrentlyonspecialandseeif onefitsyourneeds."

Closing:

"Wouldyouliketoscheduleavisitorgetsomemoreinformationonthesediscountedunits?I’dbe happytohelpyoufindagreatdeal."

Script5:Offeringa$500BonusforReturningCustomers

PreparationPromptsfortheSalespersonBeforeCalling:

Checkrecentinteractions:lastvisitdate,serviceappointments,orpreviousdiscussions. Reviewemailengagement:whichemailswereopenedorclicked? Understandcustomerpreferencesbasedonpreviousinquiries,vehicleinterests,ornotes. Lookforanyrecentmarketingcampaignsdirectedatthiscustomer

Introduction:

"Hi,thisis[YourName]from[DealershipName].Iwantedtopersonallythankyouforbeinga valuedcustomer.Asatokenofappreciation,we’reofferingaspecialbonusforpreviouscustomers likeyou."

TalkingPoints:

"Ifyou'reconsideringtradinginyourcurrentvehicle,we’reofferinganadditional$500abovethe currentbookvalueasabonustowardyournextpurchaseorlease."

"Thisisalimited-timeofferexclusivelyforourloyalcustomers anextraincentivetoupgradeor replaceyourvehicle."

"Wouldyouliketoexploresomeoptionsorgetaquicktrade-invaluation?Icanhelpyouseehow muchyourcurrentvehiclecouldbeworth."

Closing:

"Letmeknowifyou’reinterestedintakingadvantageofthisbonusorifyou'dliketodiscuss currentmodelsandfinancingoptions.We’reheretomakeyournextmoveeasyandrewarding."

CommonCDPTerminology &Definitions

API(ApplicationProgrammingInterface)-Asetofrulesandprotocolsthatallowsdifferent softwareapplicationstocommunicateandinteractwitheachother.APIsfacilitatetheintegration ofvarioussystems,enablingseamlessdataexchangeandfunctionalityacrossplatforms.

Attribution-Theprocessofidentifyingandassigningcredittospecificmarketingchannelsor interactionsthatleadtoacustomer'sdecisiontomakeapurchase.Effectiveattributionhelps marketersunderstandtheeffectivenessoftheircampaignsandallocateresourceswisely.

BehavioralData-Informationgatheredfromcustomerinteractions(e.g.,websiteclicks, purchases,andsocialmediaengagement)thatprovidesinsightsintouserpreferences,habits,and behaviors.Thisdataiscrucialforcreatingtargetedmarketingstrategiesandpersonalized experiences.

CodeSnippet-Asmallregionofreusablesourcecodeortextthatdeveloperscaninsertinto softwareprojectstoperformspecificfunctions Codesnippetshelpstreamlinethecodingprocess byallowingdeveloperstoutilizepre-writtencodeforcommontasks.

Conversion(WebsiteConversion)-Theactofpersuadingwebsitevisitorstotakeaspecific desiredaction,suchasmakingapurchase,signingupforanewsletter,orfillingoutacontactform. Conversionisakeymetricforevaluatingthesuccessofonlinemarketingefforts

Customer-Anindividualorentityextractedfromthedealership'sCustomerRelationship Management(CRM)system,whichmayincludeleads,opportunities,andrelevantinteractions. Customerscanbethosewhohaveengagedwiththedealershiporexpressedinterestinits offerings.

CustomerDataPlatform(CDP)-Acomprehensive,centralizedsystemthatcollects,unifies,and managescustomerdatafrommultiplesources(e.g.,CRMsystems,marketingtools,andweb analytics).CDPscreateasinglecustomerview,enablingbusinessestoanalyzeandengage customersmoreeffectively.

CustomerJourney-Theentiresequenceofexperiencesacustomerhaswithabrand, encompassingalltouchpointsfrominitialawarenessthroughconsideration,purchase,andpost-

purchaseinteractions.Understandingthecustomerjourneyhelpsbusinessesidentifyopportunities forimprovementandengagement.

CustomerLifetimeValue(CLV)-Apredictivemetricthatestimatesthetotalrevenueabusiness canexpectfromacustomerthroughouttheirentirerelationship.CLVinformsmarketingbudgets andhelpsbusinessesfocusonretainingvaluablecustomers.

DataEnrichment-Thepracticeofenhancingexistingcustomerdatabyaddingadditional informationfromexternalsources(e.g.,demographicdata,purchasehistory).Dataenrichment improvesdataaccuracy,depth,andutilityfortargetedmarketingandanalysis.

DataGovernance-Asystemofpolicies,standards,andproceduresthatensuredataquality, security,andcomplianceacrossanorganization.Effectivedatagovernanceisessentialfor maintainingtrustandensuringthatdatahandlingmeetslegalandregulatoryrequirements.

DataIntegration-Theprocessofcombiningdatafromvarioussourcesintoaunified,coherent dataset.Dataintegrationisessentialforcomprehensiveanalysis,enablingorganizationsto leverageallavailabledataforinsightsandstrategicdecision-making.

First-PartyData-Datathatiscollecteddirectlyfromcustomersthroughinteractionswitha company'sownedchannels,suchaswebsites,mobileapps,andcustomersurveys.First-partydatais consideredhighlyvaluableasitisauthenticandrelevant.

IdentityResolution-TheprocessbywhichaCDPaggregatesandreconcilesvariousdatapointsto createasingular,cohesiveprofileofanindividualcustomer.Thisofteninvolveslinkingonlineand offlineinteractions,ensuringacompleteunderstandingofcustomerbehavior.

MarketingAutomation-Technologythatautomatesmarketingprocessesandworkflows,enabling businessestostreamlinetaskssuchasemailcampaigns,socialmediaposting,andleadnurturing. Marketingautomationimprovesoperationalefficiencyandallowsformorepersonalizedmarketing efforts.

Omni-channel-Anintegratedapproachtocustomerengagementthatprovidesaseamless experienceacrossmultiplechannels,includingonline(websitesandsocialmedia),offline(in-store), andmobile Omni-channelstrategiesensureconsistencyinmessagingandcustomerexperience

Personalization-Thepracticeofcustomizingcontent,offers,andcommunicationtofitthe individualpreferencesandbehaviorsofeachcustomer.Effectivepersonalizationenhances customersatisfaction,engagement,andloyalty.

Real-TimeData-Datathatisprocessedandanalyzedinstantlyasitiscollected,allowing businessestorespondpromptlytocustomeractionsandmarketchanges.Real-timedataiscrucial fortimelydecision-makingandengagement.

Segmentation-Theprocessofdividingacustomerbaseintodistinctgroupsbasedonshared characteristics(e.g.,demographics,purchasingbehavior,interests)totailormarketingstrategies. Segmentationenablestargetedcommunicationandimprovesmarketingeffectiveness.

Shopper-Aunifiedprofilecreatedbyaggregatingdatafrommultiplesourcestoidentify individualsinterestedinpurchasingfromadealership.Thisprofilehelpsthedealershipunderstand ashopper'sbehaviorsandpreferencesthroughouttheirsalesjourney.

Third-PartyData-Datacollectedbyexternalorganizationsthatcanbeusedtoenrichfirst-party dataandprovideadditionalinsightsaboutcustomersandmarkettrends.Third-partydatacan enhancecustomersegmentationandtargetingefforts.

UnifiedCustomerProfile-Aholisticviewofacustomerthatconsolidatesinformationfrom variousinteractionsandsources,providinginsightsintothecustomer'scompletehistoryand preferences.Thisprofilesupportsinformeddecision-makingandpersonalizedmarketing strategies.

ContactUs

ShayneKirby

Phone:802-341-5556

Email:shayne.kirby@fullpath.com

Website:www.fullpath.com

ResourceCenter:FullpathHelpCenter

Marketing AI Weekly Checklist

Week 1

• Update Sales & Service O1ers with your Performance Manager

• Boost inventory

• Send "Move a Model" campaign(s)- See your PM or Gia

• Check "Active in Market Consumers" (home page)

• Check "Find by Engagement" opportunity list > call customers who engaged (VDPs, specials, Equity, etc.)

• Check "Linked ROs" for customers who received "Positive Equity" campaign previous month > make 'thank you' calls for recent service; discuss vehicle's equity position

Week 2

• Drill down in "Find by Engagement" opportunity list. Filter down to on- demand campaigns sent previous week.

• Boost inventory

• Send "Find a trade/ Equity" on- demand campaigns

• Download "Buyer Detection" list > call 7-10s

Week 3

• Update boosted inventory

• NO on- demand campaigns (Newsletter goes out)

• Check active "in-market consumers" (home page)

Week 4

• Update boosted inventory

• Send "Move a Model" campaigns

• Download "Buyer Detection" list > call 7-10s

What Impel Does With Your Data

Program Ramp Up Marketing AI

MONTH 01 MONTH 02-03 MONTH 04+ COLLECT

Behavioral data is collected and influences communications. Track and analyze shopping & purchase patterns. Match sales data to DMS.

Lifecycle continues from purchase through ownership path.

Marketing AI Best Practices

Inventory Boosting

On-Demand Campaigns

Offers & Messages

Marketing AI Best Practices

Inventory boosting

● Boost up to 10 VINs at a time to increase shopper engagement

● Automatically ensures boosted vehicles appear first in recommendations with relevant in-market shoppers

Marketing AI Best Practices

On Demand Campaigns

● Timely, one-time campaigns to address sales goals, service gaps, or vehicle acquisition efforts

● Reach in-market buyers, equity-positive owners, lapsed service customers, and more

● Include personalized offers and messages tailored to target audience

● See on-demand best practices for further tips

Marketing AI Best Practices

Offers & Messages

Target relevant customers with custom offers and messages to drive additional engagement and awareness

● Simply select the channel and target audience you want to target

● Add your offer and/or message

● Content appears in relevant campaigns for qualified customers

Tip: use the “General Sales” or “General Service” to reach more customers (includes message across more sales or service campaigns)

Marketing AI Best Practices

Multichannel Sales or Service Event

Why Multichannel Matters

● Customer buying behaviors are increasingly diverse

● Multichannel strategies ensure better reach and engagement

● Drive conversions by meeting customers where they are

Refer to our guide here to execute a multichannel strategy

Marketing AI Best Practices

Monthly Newsletter

● Content automatically provided for your use

○ Article 1 – Sales event or featured OEM article

○ Article 2 – Product-based library article (rotates through the various model-specific articles)

○ Article 3 - Service-based library article (hides if consumer was recently in for service)

● Or complete form to provide custom article selections

○ 2 custom articles can be added per dealer

● Use cases

○ Consider showcasing dealership awards, employee spotlights, new hires, community stories, events, seasonal activities, or OEM highlights to make your newsletter even more personalized.

Key Dealer Settings

Account Information

• Includes the dealer address and phone numbers referenced in all campaigns

Campaign links

● Contains landing pages for all channels

● Remember to update if web provider or URLs change

Campaign Settings

● View all available campaigns and toggle on/off

File upload

● Use to securely upload customer lists with sensitive data/PII

What’s Next?

Reporting

● Daily Engagement Report

● Service to Sales Report

● Monthly Performance Report

Marketing AI Reports

Daily Engagement Report

Get real-time engagement insights on active shoppers to drive more sales conversions

● Recently Engaged: Tailor outreach with personalized messaging based on engagement signals

● Buyer Detection: Engage at the right moment to create meaningful connections and close deals faster

● Customer Value: Prioritize high-potential customers for immediate follow-up.

Refer to the Daily Engagement Report handout for tips on using the report effectively

Marketing AI Reports

Service to Sales Report

Turn service visits into revenue opportunities

● Pinpoint High-Value Opportunities : Identify customers with positive equity, upcoming lease ends, and/or high Buyer Detection scores—perfect candidates for trade-ins or upgrades.

● Make Every Conversation Count : Leverage recent online engagement and shopping activity to make each offer relevant and timely for the customer, maximizing the impact of each conversation.

● Boost Sales and Retention: Armed with detailed insights, engage customers with upgrade or trade-in offers right at their service appointments, where they’re already interacting with your team.

Marketing AI Reports

Monthly Performance Report

● Delivered monthly, the performance report:

○ Highlights overall performance metrics

○ References real customer journeys

○ Includes conversions by consumer type and channel (if applicable)

○ Shows conversion trends over last 6 months

Marketing AI

Maximize profits and customer retention

Unify data and outreach for a seamless customer journey

✔ Cleanses and unifies customer data into a single 360 view

✔ Coordinates outreach across channels to engage customers seamlessly at every touchpoint

✔ Delivers personalized messaging tailored to each customer’s unique needs and behaviors

Turn insights into action to capture more revenue

✔ Identify website visitors and their buying intent

✔ Focus on highest-intent buyers with detection scoring

✔ Identify and prioritize your highest-value customers to enhance profitability

DIGITAL ENGAGEMENT TRAINING

PARTICIPANT WORKBOOK

UNDERSTANDING

What is Kelley Blue Book Instant Cash Ofer?

How long is the ofer good for?

The Kell y Blue Book Instant Cash Offer is an online apprais-al tool, that generates an actual cash offer, by utilizing the most trusted 3rd party source in the automotive industry.1

How does the Kelley Blue Book Instant Cash Ofer work?

The Kelley Blue Book Instant Cash Offer is valid for 7 days (excluding Sundays).

NOTES:

Source: 12019 Cox Automotive Car Buyer Journey Study

You and the customer complete a quick online questionnaire and physical inspection of the customer’s vehicle. Kelley Blue Book then utilizes an algorithm and/or live appraisers, to review the vehicle information, and return a cash offer.

The Trusted Brand & Online Guide for Every Car Shopper

transaction prices exclude taxes, DMV fees, documentation fees, other dealership charges and any available ofers from the OEM or dealer.

• Kelley Blue Book groupsvehiclesinto1of4“conditioncategories”basedonthe

Kelley Blue Book groups vehicles into 1 of 4 “condition categories” based on the overall condition of a car. These “condition categories” are: overall condition ofa car.These “conditioncategories”are: overall conditionofa car.These “conditioncategories” are: overall conditionofa car.These “conditioncategories”are:

OFFER TYPES & SOURCES

CONSUMER OFFER TYPES

Cash Ofer

In-market shoppers wanting a cash ofer for their vehicle

Ofers are routed to 2 Instant Cash Ofer participating dealers

SOURCES

• Kelley Blue Book Site

• Autotrader Site

Replacement Ofer

Make-specifc, in-market shoppers wanting to replace their vehicle

Ofers are routed to 3 Instant Cash Ofer participating dealers

• Dealer Site

• Digital Retailing

CONSUMER

READING THE LEAD

EXAMPLE 1

Q: Where did this ofer originate?

A:

Q: What stands out under the vehicle details?

A:

Q: Why would Kelley Blue Book provide a Trade-In Range along with the customer’s Instant Cash Ofer?

A:

Q: How much detail did the customer document during the condition report?

A:

Q: Did the customer engage with the Replacement Vehicle section? If so, did they adjust they year range for desired vehicle?

A:

CONSUMER JOURNEY THROUGH INSTANT CASH OFFER

READING THE LEAD

EXAMPLE 2

Q: Where did this ofer originate?

A:

Q: What’s noteworthy about the mileage?

A:

Q: How much detail did the customer document during the condition report?

A:

Q: What stands out about the desired Replacement Vehicle information provided by the customer?

A:

THE CONSUMER JOURNEY IN ACTION

Example 1 Acquisition Call

**Phone ringing**

Customer: Hello?

Dealer: Hi, is <Insert Customer Name> available?

Customer: This is <Insert Your Name>

Dealer: Hi <Insert Customer Name> this is <Insert Your Name> over at Mesa Grande Auto. I just received an email about your trade-in, looks like you’ve got a 2015 Jeep Wrangler you’re looking at replacing?

Customer: Oh, I thought I was getting an appraisal through Kelley Blue Book?

Dealer: Oh yeah, we work directly for KBB! We’re one of their disposal centers. No worries, we’ll take a look around the Wrangler and see what may have been missed on the condition report when you’re here. Do you have some time tonight to swing by and test drive one of the new F-150s you noted you were interested in?

Customer: Well, I’m not really sure of what I’m looking for, maybe a truck, maybe an SUV – kind of on the fence.

Dealer: We’ve got some great incentives right now. In fact, I have 0% fnancing available for 60 months on Explorers. It looks like you’re still fnancing the Wrangler – tell me, how much do you owe?

Customer: More than the value I received back from Kelley Blue Book! I owe just over $14k on the Jeep.

Dealer: Well, we’ve got some sizeable rebates – plenty of money to help with any negative equity! What time can you make it down tonight?

Customer: You know, let me think about the ofer from Kelley. I’m not sure if I’m ready for a larger payment right now.

Dealer: I can understand, but your Wrangler won’t be worth any more money than what it’s worth right now! Would this weekend work to meet up and test drive?

Customer: I’ll get back to you. Is this the best number to reach you?

Dealer: Sure is! I’ll be here from 8 a.m. to 6 p.m. on Friday and from 10 a.m. to 6 p.m. on Sunday. Please let me know when you’re headed in, don’t want to miss you!

Customer: Thanks! I’ll let you know when I can make it in.

Dealer: Great! Thanks!

**End Call**

Notes:

THE CONSUMER JOURNEY IN ACTION

Example 2 Acquisition Call

**Phone ringing**

Customer: Hello?

Dealer: Hi! Is <Insert Customer Name> available?

Customer: This is <Insert Your Name>

Dealer: Hi <Insert Customer Name>! My name’s <Insert Your Name>; I’m the Internet Manager here at Mesa Grande Auto Group. I’m calling about the Instant Cash Ofer you completed on your Corolla.

Customer: Oh wow! I just flled that out!? You guys are fast!

Dealer: Well, we want to work quickly – we have seven days to confrm your condition report! I have an opening later today around 4 p.m., would you be available for the inspection at that time?

Customer: I won’t be able to do anything tonight, picking up my kids right now. An inspection sounds pretty intense, should I have my car detailed beforehand?

Dealer (laughing): Oh no, not to worry! Once you’re onsite, we’ll confrm the information you submitted regarding your Corolla’s condition – it’ll take us maybe 15-20 minutes. Then we’ll get you on your way with a check!

Customer: Oh, well, that sounds reasonable.

Dealer: Great! When can you make it down to the dealership? During the week, or is the weekend better?

Customer: The weekend is pretty much packed. Maybe a morning during the week?

Dealer: That’ll work! Would you be able to make it in tomorrow before 11 a.m.?

Customer: Tomorrow will be tough; I have a few errands to run. Wednesday should work, though.

Dealer: Great! Sounds like Wednesday before 11 it is then! When you get to Mesa Grande, just let them know you’re here to see <Insert Your Name> in the Internet department.

Customer: Ok, sure.

Dealer: I’ll reach out to confrm we’re still on Wednesday morning: do you prefer a call or text?

Customer: Text would be fne.

Dealer: Fantastic! I look forward to meeting you on Wednesday. **End Call**

Notes:

THE CONSUMER JOURNEY IN ACTION

Example 3 Acquisition Call

**Phone ringing**

Customer: Hello?

Dealer: Hello! May I speak with <Insert Customer Name>?

Customer: This is <Insert Customer Name>.

Dealer: Hi <Insert Customer Name>, my name is <Insert Your Name>. I’m the Acquisition Coordinator for Mesa Grande Auto Group; I’m calling because we’ve received your Instant Cash Ofer from Kelley Blue Book.

Customer: You’re not from Kelley Blue Book? Are you from a dealership or something?

Dealer: Yes, we’re a dealership, but we’re trained by Kelley Blue Book to manage the Instant Cash Ofer Process. I see you have a 2016 Subaru Outback for sale. Is that vehicle still available?

Customer: The Outback? Yep, it’s still available.

Dealer: Great! The next step before redeeming your Instant Cash Ofer is to schedule an appointment to complete the process you started online! When would be a good time to come in, complete the transaction, and pick up your check – today or tomorrow?

Customer: Will it take very long? Not too be rude, but I really don’t want to hang out at a dealership all day!

Dealer: The process for the ofer verifcation usually takes under a half-hour. Kelley Blue Book requests that you bring the vehicle along with your ofer certifcate, both sets of keys, manuals, and title - if available - to our dealership, where we have the tools and facilities to verify the condition. You’ll complete the inspection with our Acquisition Manager; then we’ll get you paid, and on your way!

Customer: Sounds pretty straightforward.

Dealer: Absolutely, what time tomorrow works best to schedule the visit? Morning, afternoon, or evening?

Customer: I wouldn’t be able to make it in until tomorrow at the earliest. After work should be doable!

Dealer: We have availability at 5:30 p.m. or 6:15 p.m., which would work best?

Customer: With trafc?! Defnitely 6:15!

Dealer: Great, I have you down for tomorrow, Tuesday at 6:15 p.m. – we’ll be looking at buying your 2016 Subaru Outback. Please ask for <Insert Kelley Blue Book Manager Name>, our Acquisition Manager. By the way, are you familiar with how to get to our dealership?

Customer: Oh yeah! You’re right over by Home Depot, right?

Dealer : Exactly, we’re right across the street on Main. We look forward to meeting you tomorrow evening, and if for any reason you’re going to be early or late, please let us know, and we’ll return the courtesy by updating you on any changes on our end.

Customer: Sounds good

Dealer: Thank you for your time today. We look forward to meeting you tomorrow!

**End Call**

Notes:

THE CONSUMER JOURNEY IN ACTION

Example 1 Acquisition Voice Mail

Hi <Insert Customer Name>! This is <Insert Your Name> at Mesa Grande Motors. I got an email that you were interested in trading in your Tahoe. Wanted to get a few more details on the vehicle and fnd out which vehicles you’re considering during your search. Please give me a call at 602-635-3856.

Example 2 Acquisition Voice Mail

Hi <Insert Customer Name>! My name is <Insert Your Name>; I’m the Acquisition Coordinator here at Mesa Grande Motors. see you’ve received an Instant Cash Offer on your 2017 Chevy Tahoe! That’s great! That’s the exact type of vehicle we’d like to have!

I ’m here to help you complete the Kelley Blue Book process you started online. As you know, the next step is to come in to have the ofer confrmed. I’m available today at 4:45 or tomorrow morning at 10:15. Which works best for you? Please call or text me at 602-635-3856.

Notes:

Confrm 6. Validate Agreement 7. Thank you

Hello, May I speak with <Customer Name>. My name is <Your Name>, I’m the acquisition coordinator for Kelley Blue Book Instant Cash Ofer, in conjunction with <Dealer Name>.

I see that you have a <Vehicle Make/Model> for sale...speaking from availability... when is a good time to schedule appointment?... and receive your payment!

Today?...or Tomorrow?

Do you prefer morning, afternoon, or evening? I have 10:17a.m., 12:18 pp.m., or 6:48 p.m.

ALWAYS give “either/or choices”, and Never” yes or no”. Also, set the appointment on “East/West”.

Ok, I’ve got you down for <Appointment Date/Time>, and we’ll be looking at buying your <Vehicle Make/Model>

(On-Site): By the way, do you remember how to get to our dealership? (If no, give directions). (Off-Site): What address will we be meeting at on <Appointment Date/ Time>? Repeat back to customer)

Awesome! I look forward to meeting you on <Appointment Date/Time>. Also, if for any reason we need to adjust our time to meet, please let me know...and if anything changes on my end, I will return the courtesy.

Thanks again for taking he time to speak with me today, and I look forward to meeting you in person. Have a great day!

Confrm

5. Validate Agreement

Hello, may I speak with < Customer Name >. This is ’our Name >, acquisition coordinator at < Dealer Name>...Did I catch you at a bad time?

I ’m just calling to confrm your appointment for < Appointment Date > at < Appointment Time>. I have you set up to meet with < Buyer Name>, so we can fnalize your vehicle transaction and issue you a check.

(On-Site): By the way, do you remember how to get to our dealership? (If no, give directions).

(Of-Site): We’re meeting at <Client Address> at <Appointment>, correct?

Awesome! Once again, I look forward to meeting you on < Appointment Date/Time>.

6. Thank you

And remember if for any reason we need to adjust our appointment time, please let me know. nd if anything changes on my end, I will return the courtesy.

Thank you for your time and we appreciate your business.

NOTES:

OF OBJECTIONS

Value

Value based objections are rooted in the number received from the Instant Cash Ofer process

Response: Hope for gain

“Vehicles like yours are strong inventory for us; we’ll confrm the Instant Cash Ofer and ofer a separate bid—you can chose the higher of the fnal values“

“We’re only at the halfway point, don’t be discouraged by an incomplete ofer”

Readiness

Readiness objections relate to the customer’s timeframe for taking action to dispose of their vehicle

Response: Support decision making process

“What decision are you getting ready to make regarding your vehicle?”

“Did the Instant Cash Ofer value infuence moving forward or adjust a timeline?”

EX. 1 EX. 2

Thanks but i’m waiting on the right price

Understand, an F-150 with that kind of mileage can bring all the money!

I’d like to give an independent, competitive offer. Do you still have both sets of keys and the owner manuals?

Thanks but I’m just looking around right now...Not serious

I can understand wanting to keep an eye on the value... especially with the current demand in the pre-owned market.

What made you curious about the value of your Explorer?

EX. 3

Just window shopping... Won’t be in the market till next year

Smart idea to see where you’re at value wise today, but you don’t have a fnalized ofer. We just need a few mintues to confrm the condition and you’ll have a final bid...

Th y way you have all information you need to make an informed decision.

4

Thanks but I’ve gotten a higher ofer from another dealership..

Can I ask if the other dealerships has had a chance to see the Corolla?

With those miles, it’d be a hit on my pre-owned lot! Can we have the chance to confrm the ofer from Kelley Blue Book and make a separate bid?

INSTANT

Meet your customers where they are in the “Decision Funnel”

The follow-up process continues for 90 days. That’s why the long term follow up strategy is more important than ever. SUCCESS is in the Instant Cash Ofer follow-up.

Digital Engagement Workfow Process

Day 1: Manual email and phone call

Day 2: Manual email and phone call

Day 3: Manual email and phone call

Day 4: Break in Follow-Up

Day 5: Manual email and phone call

Day 6: Manual email and phone call

Day 7: Manual email and phone call

Day 8: Auto-send email

Day 9: Auto-send email

Day 12: Auto-send email (Schedule a call or text)

Day 16: Auto-send email

Day 20: Auto-send email

Day 30: Auto-send 30th day email (Schedule a call or text)

Day 45: Auto-send email

Day 60: Auto-send email

Day 90: Auto-send email (Schedule a call or text)

Day 130: Mark Customer LOST

Digital Engagement Tips

1. Initial response out to customer within 15 minutes of receipt of ofer

2. Focus communication on inventory acquisition

3. Commit to 90-day acquisition focused follow-up process

4. Leverage the Kelley Blue Book Instant Cash Ofer brand

5. Outline next steps for ofer validation with an appointment

6. Have an acquisition focused email signature (Acquisition Specialist)

CONSUMER JOURNEY THROUGH INSTANT CASH OFFER

FOUR PILLARS - INTRODUCTION, INTEREST, ROLE, NEXT STEPS

1.Introduction

Open with a question focused on vehicle availability—is the vehicle still available? Referencing model and Instant Cash Ofer amount returned shows we’ve read the details and are up to speed!

An early challenge question is asking the customer if they’ve sold the vehicle for the Instant Cash Ofer amount, it’s a great way to gauge thoughts on value received.

Your Own Words:

2.Show Genuine Interest

The client has a decision or end goal they’re trying to accomplish— more important than the interest in the vehicle, communicate a genuine interest in helping the customer accomplish their goal.

Posing a short, easy to answer question regarding availability of additional keys, owner’s manual, etc. expresses genuine interest in acquiring the vehicle; as does identifying a unique feature—mileage, specifc equipment, limited trim level.

Your Own Words:

Those miles make the car very tough to source. I can get similar CLK500’s all day, but *not* with miles like yours.

It says you have both sets of keys?

Hi Josh! Is your CLK500 still for sale? Please tell me you didn’t sell it for $3k?

Is the mileage really 44k?

No, I didn’t and wouldn’t sell for that. The amount wasn’t given until after I submitted the info. 3k isn’t even half of what I’d take for it… And yeah, miles are accurate LOL.

Dealer

Dealer

Client

CONSUMER JOURNEY THROUGH INSTANT CASH OFFER

FOUR PILLARS - INTRODUCTION, INTEREST, ROLE, NEXT STEPS

3. Identify Role You Play In Accomplishing Goal

Reconfrm the dealer’s role in fnalizing the Instant Cash Ofer and your desire to help the customer accomplish their goal.

Positioning an independent value from the dealership as an alternative to the Instant Cash Ofer amount introduces hope for gain.

Highlight the value or uniqueness in some aspect of the vehicle. Expressing a ‘ft’ with the inventory needs of the dealership or desirability of some aspect of the vehicle helps build credibility in interest.

Only came with one set.. Spent way too much getting a second set thru MB service. ..

Basically, just looking to get as close to payof as possible, 8300. So my best bet Is to do private party I’m sure.

You may get more selling it on your own … but I’m defnitely an easier option. I can’t commit to $8k, but if you live close by, let us have a chance to confrm the details you submitted. I’d like to present a competitive ofer from Mesa Grande as well...

The CLK would be a showstopper on our highline lot, interested?

Own Words:

4. Position Next Necessary Step

Communicate the necessity for a scheduled appointment and set expectation regarding experience.

Close with the ‘ask’ for the appointment and present availability options, begin narrowing down using East/West time options.

How long would a *visit* take? I really don’t have interest in hanging out at a dealership all day…

No ofense LOL.

We’ll review the info submitted and make any needed edits after an the inspection and then present both ofers—Instant Cash Ofer fnal number and our competitive ofer...

Shouldn’t take longer than 25-30 minutes tops. Would this afternoon be best or tomorrow morning?

after

Voicemail Day 1 - Urgency

Hello <Customer Name>, my name is <Your Name>, I’m the Kelley Blue Book acquisition coordinator at <Dealer Name>. I just received the Kelley Blue Book Instant Cash Offer on your <Vehicle Make Model>, and needed to sche an appointment so can complete the transaction, and receive payment! Please call me at your convenience. My number is <Phone Number>, once that’s <Phone Number>.

Text Day 1

Hey <First Name> is your Make/Model still for sale?

Voicemail Day 2 - ne re e

Hello <Customer Name>, my name is <Your Name>, I’m the Kelley Blue Book acquisition coordinator at <Dealer Name>. I’m calling about the Instant Cash Offer you received on your <Vehicle Make Model>, and wanted to an appointment so you can complete the transaction, and receive payment! I’ll try calling again later this <Future Time (Morn./Afternoon/ Evening)>. If you would like to reach me before then, I can reach at <Phone Number>.

Text Day 2

Hey <First Name> is your Make/Model still for sale? Please tell me you didn’t sell it yet!

Voicemail Day 3 - U c ng r n

Hello <Customer Name>, this is <Your Name>, I’m the Kelley Blue Book acquisition coordinator at <Dealer Name>. Sorry we haven’t been able to speak the last few days, but I just wanted to let you know that your Kelley Blue Book Instant Cash Offer is expiring . I’m still very interested in your <Vehicle Make Model>, and would love to schedule an appointment, so you can complete your transaction, and receive payment! Please call me at your earliest convenience at <Phone Number>

Text Day 3

Hey <First Name>. I have a payment waiting for your Make/Model.

Voicemail Day - er re

Hello <Customer Name>, this is <Your Name>, Kelley Blue Book acquisition coordinator at <Dealer Name>. Although your instant cash offer has expired, I just reviewed offer with my acquisition manager, and we determined that the value might have gone up. I just need 15 minutes of your time to review it, so we can give you your updated offer. Please call me at your earliest convenience at <Phone Number>

Text Day

Hey <First Name> KBB needs more info on Make/Model...we still have payment ready!

Please check with your local State to follow the Telephone Consumer Protection Act (TCPA)

• Never text a consumer from a cell phone. Even if the customer texts your first

• Always text through a text service provider or CRM

• 160 max characters (space is as a character)

• Keep in mind the count of the text opt out; “Text STOP to opt out” is 21 characters

• Skip lengthy titles and language; style is far less formal than an email; an acceptable professional text signature is as short as a “Name” at the end of the text

• Although less formal, don’t abbreviate too informally; not the place for emojis or ROFL, LOL or confusing shorthand

Early Text Engagement - Initial text contact is geared at engaging the custtomer in a volley that leads to a phone conversation; the intent is not to engage in objection handling or negotiations.

Next step for the Instant Cash Ofer process is a quick appointment. Do you have a moment to coordinate?

<Your Name>

Received your Instant Cash Ofer. Have a few brief questions, do you have a moment to talk?

<Your Name>

Your Instant Cash Offer is expiring soon, have you set aside a time for the appointment?

<Your Name>

Extended Text Engagement - Text eforts later in the follow-up cycle try to elicit a quick response from the customer to disclose if they still have the vehicle.

Hi <First Name>! Is your <Year/ Model> still for sale?

<Your Name>

Hi <First Name>! Do you have a moment to discuss your <Year/Model>?

<Your Name>

Inventory demands recently sent values all over the charts. Are you still thinking of selling your <Model>?

<Your Name>

Please check with your local State to follow the Telephone Consumer Protection Act (TCPA)

HANDLING

Customer objects to the amount of the KBB Instant Cash Ofer

• ‘I understand that you want more for your vehicle than the preliminary amount you were ofered by Kelley Blue Book. The next step in Kelley Blue Book’s process is to have our Inventory Manager verify your vehicle’s condition, history and features to make sure you aren’t leaving anything on the table with Kelley Blue Book. After completing that process together, our dealership would also make you an ofer for your vehicle and you may choose the higher of the two ofers. We’ve often found we are often more competitive than Kelley Blue Book due to our large customer base of retail buyers. Does today or tomorrow work better to schedule an on-site visit or at-home appointment and allow us the opportunity to outbid Kelley Blue Book?’ - General Response

• I understand. Due to our large retail customer base, we’ve found that we are often able to make a more competitive ofer than Kelley Blue Book. Especially on vehicles like your. Just to confrm, it does have the upgraded stereo and sunroof correct (fnd something specifc about their vehicle to call out)? And it has a clean history report?. That’s perfect! Does today or tomorrow work better to schedule an on-site visit or at-home appointment and allow us to make you a better ofer than the initial Kelley Blue Book amount?’ - Inventory Needs of Dealership

Customer objects with ‘Just Looking,’ ‘Not Serious’ or ‘Not Ready’

• ‘I understand, it’s a smart idea to fnd out the current market value of your vehicle; that way you’ll have the information needed about repairs that might improve the resale value, choices you’ll have in disposing of your (Model) and what kind of timeline to make a move within! We need to complete either a touch-less on-site visit or at-home appointment so you’ll have an accurate fgure when making those decisions.’ - General Response

• ‘Great! What did you think of the ofer?’ (Wait for a reply)

• ‘Please know that the ofer amount returned was really returned at the half-way point in the process. It’s crucial to have the ofer validated during a touch-less on-site visit or at-home appointment with our Inventory Manager. You’ll receive a fnalized ofer amount that refects the most accurate market conditions.’

Communicate the process isn’t complete ‘We’ve only completed half of the process.’

Validate the need for a touch-less on-site visit or at home appointment ‘Our Inventory Manager will complete the validation.’

End every statement with an option close for an appointment

• ‘With that in mind, what usually works better, morning or late afternoon?’

• ‘I have two times available tomorrow morning, 10:45 or 11:15?’

Make sure you complete all training modules to 100%

certificate for consumers to further build confdence in your ability to help them with their Kelley Blue Book Ofer

ICO CRM Suggested Workflow

KBB Instant Cash Offer – Suggested Workflow

The following is the suggested cadence of contact events for the KBB Instant Cash Offer workflow. If not otherwise specified by the dealer, all lead assignment rules and workflow events should default to the sales team. Text tasks should only be included in the workflow if the dealer is a current subscriber to the CRM’s texting solution.

Day 00 (Day lead is received)

Alert Notification - to Appropriate Recipients – Immediate

Send Automated Email – Immediate

- Template: KBB ICO Auto-Response

- Subject Line: We've Received Your Request for an Instant Cash Offer!

Create Phone Task - 2 min

Create Email Task – 5 min

- Template: KBB ICO Day 01

- Subject Line: We've Received Your Request for an Instant Cash Offer!

Create Text Task* – 5 min

Day 01

Create Phone Task

Create Email Task

- Template: KBB ICO Day 02

- Subject Line: It's Time to Finalize Your Instant Cash Offer

Create Text Task*

Day 02

Create Phone Task

Create Email Task

- Template: KBB ICO Day 03

- Subject Line: We'll Come to You to Finalize Your Instant Cash Offer

Create Text Task*

Day 04

Create Email Task

- Template: KBB ICO Day 05

- Subject Line: Hurry! Your Instant Cash Offer Expires Soon

Day 05

Create Email Task

- Template: KBB ICO Day 06

- Subject Line: There's Still Time to Finalize Your Instant Cash Offer

Day 06

Create Phone Task

Create Email Task

- Template: KBB ICO Day 07

- Subject Line: Last Day to Finalize Your Instant Cash Offer

Create Text Task*

Day 07

Create Email Task

- Template: KBB ICO Day 08

- Subject Line: Your Offer Expired, but We Still Want Your Vehicle!

Day 08

Create Email Task

- Template: KBB ICO Day 09

- Subject Line: Get an Up-to-Date Instant Cash Offer Today

The KBB ICO suggested workflow ensures 90 days of targeted follow-up for all Instant Cash Offer leads, consisting of email, phone and text messaging events. Voicemails should be left for all unanswered phone call tasks.

*The inclusion of texting events will require that the dealer is subscribed to their CRM platform’s texting plan. Texting legalities vary by location. It’s the dealer’s responsibility to confirm compliance with their local Telephone Consumer Protection Act (TCPA).

KBB Instant Cash Offer – Suggested Workflow

The following is the suggested cadence of contact events for the KBB Instant Cash Offer workflow. If not otherwise specified by the dealer, all lead assignment rules and workflow events should default to the sales team. Text tasks should only be included in the workflow if the dealer is a current subscriber to the CRM’s texting solution.

Day 11

Create Email Task

- Template: KBB ICO Day 12

- Subject Line: We'd Love to Have Your Feedback

Day 15

Create Email Task

- Template: KBB ICO Day 16

- Subject Line: Increased Demand is Driving Up Trade-In Values

Day 19

Create Email Task

- Template: KBB ICO Day 20

- Subject Line: Now is a Great Time to Trade-In or Sell Your Vehicle

Day 29

Create Email Task

- Template: KBB ICO Day 30

- Subject Line: Trade-In Values are Up! Create Text Task*

Day 44

Create Email Task

- Template: KBB ICO Day 45

- Subject Line: We Need Quality Pre-Owned Vehicles Like Yours

Day 59

Create Email Task

- Template: KBB ICO Day 60

- Subject Line: You're Invited! Join Us for Our Vehicle BuyBack Event

Day 89

Create Email Task

- Template: KBB ICO Day 90

- Subject Line: Still Considering Trading-In or Selling Your vehicle?

Day 92

Change Status to Lost

This customer has completed this sales process. Mark the customer as 'Lost’ to ensure that future leads from this customer initiate the appropriate follow-up process for that lead source.

KBB Instant Cash Offer – Lead Sources

The following is the full list of KBB Instant Cash Offer lead source names that will need to be added to the CRM and assigned to the Instant Cash Offer workflow. Each source corresponds to the specific funnel entry point the lead originated from.

Instant Cash Offer Lead Sources

Kbb Ico Dealer Website

Kbb Ico Dealer Website – Mobile

Kbb Ico Kelley Blue Book

Kbb Ico Kelley Blue Book - Mobile

Kbb Ico Kelley Blue Book Inventory

Kbb Ico Kelley Blue Book Inventory - Mobile

Kbb Ico ATC

Kbb Ico ATC - Mobile

Kbb Ico ATC Inventory

Kbb Ico ATC Inventory - Mobile

Kbb Ico Digital Retailing

Kbb Ico Kiosk

Kbb Ico iPad Kiosk

Kbb Ico Customer Request

Kbb Ico Dealer Generated

Kbb Ico Dealer Request

Kbb Ico Dealer Request - Campaign 1

Kbb Ico Dealer Request - Campaign 2

Kbb Ico Dealer Request - Campaign 3

Note: Certain CRMs, such as DriveCentric, assign a specific XML lead address per lead provider in lieu of adding individual lead sources. Should that be the case for this dealer/CRM, the dealer will need to provide the updated lead XML address to their KBB ICO Performance Manager to have added to their dealer profile to ensure proper lead delivery.

Handling the KBB Instant Cash Offer Offer (Phone Script)

Hello…May I speak with (Customer name)? My name is (Your name), and I’m calling on behalf of KBB in reference to the Instant Cash Offer you received on your (Make, Model)… Did I catch you at a bad time? Fantastic!

Your Cash Offer was assigned to (Dealership Name) I’m the Buying Coordinator here, and it’s my job to assist you in completing the last few steps completing the final inspection and getting you your offer check!

(Customer name), it looks like KBB has given you an Instant Cash Offer of $(Offer amount) on your (Make, Model)...how did that offer sound?

(If no objection to offer, go to step # 6 )

I can appreciate that I’m looking over the information you submitted on your (Model), and it looks like you have a really nice vehicle. Can you tell me a little more about it? Have you made any modifications or had any recent service work done?

Based on what you’ve told me about your (Model) and everything I’m looking at, I think I may have another option for you. Occasionally, we find vehicles that we really like, and we’ll make an offer…Y our (Model) sounds like one we might be interested in keeping. The best part, is when we do dec ide we want to keep the car, we’re usually able to offer a higher amount than what KBB offered (If no objection, go to step # 6)

(If the customer still objects and asks how much your dealership would offer, do the following)…

(Customer name), obviously I can’t give you a firm number on your (Model) without seeing it, but I can tell you this…in the past when we identify a vehicle we want to keep…and yours looks like it might be one, I’ve seen them offer anywhere from $500 to $3000 more. Honestly, yours might be even more than that. So with that said (Go back to setting the appointment- Step # 6)

(Customer name), all we need is about 20 minutes of your time, which will allow us time to complete the VIP Inspection on your (Model), and then we’ll be able to get your check cut for you. I have today at (List 2 different times)…or would tomorrow at (List 2 different times) work better for you?

OK, I’ve got you down for (Appointment date/time), and we’ll be looking at buying your (Year, Make, Model)

Do you have a pen handy? I’d like to give you my direct line. Again, my name is (Your name) and my direct line is (Your Ph. #). By the way, do you know where we’re located at? (Even if they say yes, give them a quick point of reference: “We’re right at the corner of 1 st and Main”) I’m going to email you your VIP appointment confirmation and a link just in case you need to print out directions. What email address do you want that to go to?

Also, if something comes up and you can’t make it, could you please give me a call and let me know, and I’ll do the same for you. What’s the best number to reach you, if something were to come up? (Get an additional Ph. # if possible)

(Customer name), it’s been a pleasure speaking with you today, and I look forward to meeting you in person! Have a great day!

1. ICO Voicemail Message Hello…This message is for (Customer name)? This is (Your name), and I’m calling on behalf of KBB in reference to the Cash Offer you received on your (Make, Model). Looks like you have a really nice vehicle, and it’s something we’re very interested in. I’ve got some great news, so please give me a call ASAP. Once again, my name is (Your name), and I can be reached at (Your phone number), that number again is (Your phone number)

***Very important***

You need to bring the excitement on this call! This voicemail is designed to create a high level of interest and intrigue from the customer , so they pick up the phone and call you back. This call needs to be short and sweet…deliver the message , and get off the phone!

KBB Instant Cash Offer Performance Management -

First contact with the customer once they engage!

Hi, am _________ Contacting you on behalf of KBB Instant Cash offer! I just wanted to let you know you are guaranteed $_____________ from KBB for your car, we just need to confirm the condition! When would you like to come in?? Just like there is a Starbucks inside a Target I am located inside of Dealership_. I work closely with their buyers and appraisers to get you the most money for your car. I believe you will like the way we do business. I personally cannot offer you a $1 more than your offer from KBB but _Dealership is known to pay hundreds even thousands over what KBB ICO offers customers. So, when would you like to come in???

Day one Text (Hi I am ________Contacting you on behalf of KBB Instant Cash Offer! I can speak by phone, Text or Email whatever works best for you!

Day two- If your management team wants the car and has given you the amount, they will offer based on the condition being confirmed then you let them know that you think that there is something wrong with their offer! You worked with a buyer, and they are looking to pay $______ for their car! All they have to do is bring their title any and all sets of keys and get the condition confirmed and you will get them a check! When would you like to come in?

Day Three -Day five rest! Work on your other offers.

Day 6- I wanted to reach out to you and let you know what your offer is about to expire……. Please know I totally understand that selling a car is just as stressful as buying a car! I am 100% here for you! I will still go to work for you and get you the most money I can for your car and make it as simple as can be!

Day 7 offer expires.

Most offers if they do not transact day 1-7 will transact between 15-30 days! FILL YOUR PIPELINE! Don’t give up, just follow up at day 15, 20 and 30!

I wanted to follow up with you! I know that your offer is expired, with one click I can reactivate an Instant Cash Offer. Again, I know, and I totally understand, that selling a car is just as stressful as buying a car! I am 100% here for you!

Omni-Channel First Quality Response

Improving Performance by Providing a First Quality Response

First Quality Responses (FQRs) are essential for developing engagement as part of the Lead Handling Framework. When your dealership provides quality communications that engage leads, you build a relationship that helps set appointments and convert leads to in-person customers.

FQR Process

This lead response process ensures that Lead Responders can quickly gather information and craft a quality response. Follow the “3Rs” of effective lead response:

READ: Identify the customer’s request.

1

x What is the customer asking for? (Price? Specs? Availability? Trade-in value?)

x Where did the lead come from? (Consider expectations based on the lead source)

RESEARCH: Gather vehicle, trade incentive information and consult the CRM for information about the customer.

2

x What do you know about the vehicle? (Check availability, incentives, unique features, market value)

x What do you know about the trade-in vehicle (if applicable)?

x What do you know about the customer? (Check the CRM, social media, ConsumerConnection+, Smart Vincent)

RESPOND: Use an omni-channel approach. Use all three channels—email, text, and voicemail—as each has its strengths and weaknesses.

3

x Answer the customer’s question

x Direct them to your other response channels

x Demonstrate transparency and build trust

Your FordDirect Field Team is ready to assist you with industry best practices. Also keep in mind, it’s important to connect with your manager before implementing the ideas in this Best Practice Guide.

x The First Quality Response (FQR) process and how to develop a FQR

x Tools to make sure your FQR is as effective as possible

Constructing a FQR

Be sure to:

In an email, use an engaging subject line that personalizes and identifies the purpose of it. Engaging subject lines increase the open rate.

In a text, answer the customer’s question, provide a relevant link, reference the other communication channels used (i.e., email and voicemail).

In a voicemail, strive to keep the message under 30 seconds. Let the customer know who you are, where you are calling from, why you are calling and why they should call you back. Remember to answer their question and reference the other communication channels used (i.e., text and email).

Answer the customer’s questions

- Where applicable, include a hyperlink to the vehicle the customer is interested in

- Consider including a video response

Reference any known customer information (see the CRM, social media, ConsumerConnection+, Smart Vincent)

Ask engaging questions

Share next steps to let the customer know what you’ll be doing next

Close with a friendly, professional signature

Spell and grammar check! These features should be activated in the store’s email program—and Lead Responders should do a quality check before hitting send. Errors in spelling or grammar can ruin the customer’s perception of the dealership.

Customizable Email Templates

Email templates can help with some of the heavy lifting on responses, but templates aren’t “set it and forget it.” Templates should always be customized and personalized prior to sending. You should personalize and adjust the message to ensure the response feels unique or custom, answers the customer’s questions, and is generating results.

Reference the Communication Guide for specific help on templates and workflow options.

You should consider having three lead-source based FQR templates set up in your CRM:

1. DealerConnection website leads

2. Ford.com or Lincoln.com website leads

3. Third-party leads

Customers may not initially respond to a FQR. CRM follow-up workflows and templates can help.

Engagement Rate

Engagement, or Contact, is when you have established a two-way conversation with your lead. This conversation can be via email, phone, text or even social media. Your dealership should track the Engagement Rate and review against industry benchmarks. Track if the rate is trending upward, declining or is static. This information helps highlight the value of First Quality Responses to your Lead Response team.

To help drive Engagement, it’s important for the dealership to set up automated workflow and email templates within the CRM. This should also include a follow-up plan that uses various communication channels to stay in touch with non-engaged shoppers

Lead Response Time (LRT)

What is your lead response time? This data should be top of mind. The first step in assessing your FQR is to make sure that response time is measured daily. The target for average response time is under 30 minutes. Lead response time is based upon the first channel received back, either email, text, or phone call.

If the lead response takes longer than an hour, find out what might be driving a slower response. Is it occurring after hours? Try to determine the normal hours for lead response time to discover variables that could impact performance. If you’re using templates or a generic autoresponder to save time, verify they meet quality standards.

FQR Analysis

Compare your First Quality Response to the scorecard below to measure your FQR’s strength. A strong email FQR score is 85 or above. A strong text FQR score is 40 or above and a strong voicemail score is 40 or above. Verify all of your FQRs are covering the Lead Insights questions (shown on page 5 of this document) and providing a reason for your customers to respond or engage with you.

Omni-Channel Question

• First impressions. Our emails need to be noticed and opened.

• Are we providing a solid first impression?

Customer engagement. Convince the customer that they should choose your dealership over others.

Motivating to next steps. Provide a superior customer experience and deliver on what today’s consumers expect.

Lasting impressions. Let the customer know who is engaging with them, from where, and how to reach you when they are ready.

Go above and beyond. Deliver the “wow” to the consumer so they choose you over the competition.

Omni-Channel Question

With cell phones so prevalent, leaving a quality voicemail is more

than

The consumer should know, at the end of the call, who called, where from, why, and why they should call back. Always have a quality marketing message ready in case they don’t answer. Always reference the other channels you have used.

LEAD

ENGAGE TOOLKIT: QUALITY LEAD RESPONSE

2

3

Use these three steps to create a quality lead response by phone, email, text and video.

Read the Lead: Identify the customer’s request.

What is the customer asking for? (Price? Specs? Availability? Trade Value?)

Where did the Lead come from? (Consider expectations based on the Lead source)

Is it a Digital Retailing Lead? (How will you enhance your response based on the information provided?)

Research: Be prepared with details on the vehicle and the customer.

What do you know about the vehicle? (Check availability, incentives, unique features and market value)

What do you know about the trade-in vehicle? (if applicable)

What do you know about the customer? (Check the CRM, Social Media and ConsumerConnection)

Is there additional information in your Digital Retailing tool that can help? (Price/payment?

How many vehicles are they looking at? Is there a trade-in? Have they applied for financing?)

Respond: Identify the best response strategy (phone, email, text, video).

Decide what information can be communicated best by video and what is best communicated by phone or email contact.

If using video, create an outline for a one-to-one video response that answers the customer’s primary question.

In every response, ensure you are answering all of the customer’s questions and ask an engaging, relevant question to keep the conversation going.

Reference any known customer information (if they’re in your CRM or Digital Retailing tool).

Include a link to the Digital Retailing deal if applicable.

Include a call to action for the customer and the next steps you will take for follow-up.

If using video, shoot it and upload it to your dealership’s video sharing platform.

Send the response and be sure to include the video link (if appropriate).

Engage Better. Sell More.

VIDEO RESPONSE

Improving Engagement by Using Video Response

Use a video response as part of your Lead response to improve customer engagement. Video response is part of the Engage phase of the Lead Handling Framework. A proper lead response strategy helps your dealership increase shopper Engagement — which improves the other Vital Signs and your bottom line.

Customer shopping behavior and expectations have changed — when you can’t meet in person, use a video response to help create customer engagement.

Why Respond with a One-to-One, Personalized Video?

• A video response included in an email or text is a great way to humanize the communication and connect with the customer in a memorable way

This Guide Will Show You:

• When to use video response

• Three types of video repsonse

• Best practices on creating a video response

• A video response created for a specific shopper is not only more engaging, but it also demonstrates your professionalism, your personality and your commitment to go the extra mile

When to Use Video Responses:

Many dealers use them in every response, especially as a tool to help with remote or Digital Retailing situations. Here are some examples:

• For shoppers who live farther away and who need a human connection to bridge the miles or see the exact vehicle they’ve been researching

• For shoppers who inquire about a specific vehicle (new or used) in the store’s inventory

• For Leads new to the store (and not found in the CRM) who are likely considering other dealerships

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also keep in mind, it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

Three Types of Videos for Lead Responses and Engagement

The Personal Introduction Video

If your customer has a general inquiry or the CRM research reveals you have a new customer to your dealership, you can make a video that introduces you and your dealership. The goals are to build rapport and give the customer confidence to continue to do business with you and your store.

The Vehicle-Specific Walk-Around Video

For a customer who inquires about a specific new or used vehicle, make a short walk-around video that shows o! the product.

Options:

• A generic vehicle walk-around (e.g., Explorer)

• A personalized walk-around video on a specific model (e.g., selected VIN)

Appointment Confirmation: The What-to-Expect Video

This type of video is a great appointmentgetter and appointment confirmation tactic. The format familiarizes customers with the dealership and your process – so they know exactly what to expect when they get there. The goal is to eliminate any anxiety the customer may have about coming in for an appointment.

Some ideas of what you can share while on camera:

• Your role and experience

• Your passion for the product and the dealership

• Your enthusiasm to help the customer

Personal Introduction videos can also be prerecorded and used to send to new customers and Leads as part of your First Quality Response (FQR).

Tips:

• Stage the vehicle outside in good light

• Make sure it’s clean and camera-ready

• Establish yourself: Open with a selfie shot, then open the driver’s door and slip inside. Point out a few features, especially those the customer has inquired about

• Narrate a walk-around outside the vehicle – stop at the front, back and both sides. Show one feature at each stop

• Make sure you have quality audio. The video can be candid and not polished, but your voice needs to be audible. Wind can be the enemy for this so use a microphone to help

Tips:

• Open with a selfie shot to introduce yourself

• Shoot the dealership exterior – and explain any particulars about getting there (e.g., “turn right at the second driveway”)

• Show where to park

• Walk inside and pan around the showroom

• Show where to check in or who will greet them upon arrival

• Explain what you’ll have waiting for them (vehicle, water, etc.)

• Close with a selfie shot and let them know you’re looking forward to meeting them in person!

Also consider using this as a follow-up technique a!er you’ve sent a First Quality Response (FQR).

How-to Section

What Should the Video Quality Be?

Professional, But Not Perfect:

Dealerships and Sales sta! shouldn’t let “perfect” be the enemy of the good.

Technically Correct:

Video content should always be technically correct – especially when communicating the details of a product.

Authentic:

The people in the videos don’t have to be models – in fact, they shouldn’t be. Humor is also a great way to build rapport and engage the customer. Those little endearing details showcase the dealership’s human side.

Quality Lighting and Sound:

Good lighting and sound quality are essential. Investing in a smartphone clip microphone (lavalier, or even a headphone mic) can help reduce wind sound and outdoor noise. Use a selfie stick for additional angles and range. Some dealers use a selfie stick with a stabilizer or gimbal to improve the quality of the video.

Pro Tips

• A variety of video editing apps are available to add additional overlays and quality

• Upload the file to your dealership’s video sharing platform (YouTube, Vimeo, etc.) that will generate a sharable link

• There are great tools and platforms available to integrate video into your response, such as Covideo, BombBomb and Quickpage to name a few

• FordDirect’s Video Marketplace is the perfect application to help introduce video into your Lead Management process

What if the weather is bad?

Shoot in rain, sleet or snow! In fact, shooting in the inclement weather demonstrates the dealership’s true commitment to the customer and how the dealership is ready to meet his or her needs for vehicle-buying information.

How-to Section

Sketch Out a Script:

Greet the Customer

• Hi Joe – thanks for sending your inquiry!

Introduce Yourself

• This is Zoe from Any Town Ford! I’ve been an Internet Specialist here for the past two years …

Preview the Video

• … and I’m going to give you a quick [tour, walk-around, preview].

Present the Content

• Personal Introduction Video

• Vehicle-Specific Video

• What-to-Expect Video

Close with a Call to Action

• I hope this was helpful. I’ll follow up with you later today to ensure you have all the information you need.

Video Response Tips:

Keep it Short

• Under 60 seconds. 45% of viewers stop watching a video a!er one minute

Say Three Names

• It’s essential! Every video should include three names – the customer’s first name (so they know you made this for them), your name and the dealership name

Introduce Yourself

• Even in a product walk-around, start the video with you on camera. Don’t want to show your face? Get over it – the customer will see it in person eventually!

Be Relatable and Professional, Not Perfect

• It’s okay not to have the perfect “take.” If the product information is correct and you’re prepared and professional, your video will be great

Showcase the Vehicle for Walk-Arounds

• When creating a walk-around or product video, aim for 80% vehicle features and 20% you

Now Share It:

Upload to your preferred sharing platform, for example, YouTube or Vimeo.

• Once the video is uploaded, copy the link and paste it into your email, text, chat or social media post to share.

• If your dealership doesn’t have a YouTube or Vimeo channel, it’s easy to set up.

• YouTube set up

• Vimeo set up

IMPROVING THE CALLER EXPERIENCE

APPOINT

SELL ENGAGE

Improving Performance of the Caller Experience

The caller experience – prior to engaging with a live person at the dealership – is o!en overlooked as a gateway to sales. As part of the Lead Handling Framework, improving that up-front caller experience can help you get as many shoppers as possible through the funnel to become customers. Phones may not be the newest technology, but they can make or break customer engagement. For many customers, the phone is o!en where the sales process starts – and ends – depending on the ability to interact with a real person who can answer questions.

The way a phone call is handled makes a major impression on auto shoppers and shapes decisions about giving a dealership a chance to earn the business. Customers who call a dealership tend to be more motivated and ready to act – if their call is handled well.

Why Is Improving the Caller Experience Important?

This guide will show you:

• Ways to prevent unanswered inbound calls

• Ways to track inbound call volume

• Ways to make a positive impression on customers over the phone

• Ways to minimize call failure and abandonment

• Ways to listen to and identify caller pain points

Many dealerships invest heavily in their e orts to attract customers and motivate them to reach out to the store. But, even the best digital marketing and attraction channels can fall flat if an Engaged shopper hangs up simply because the dealership’s phone processes make it di cult to reach a live person.

Call failure rates in the industry average around 19%. What that means is almost 2 out of 10 calls to your dealership go either unanswered or are abandoned before making it to a representative. This happens due to unanswered calls, ring transfer and voice mail abandonment, and IVR issues.

This guide outlines tactics to help you improve your dealership’s phone processes to improve the Lead Engagement Rate, Appointment Set/Show Rate and Appointment Show Close Rate.

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also, keep in mind that it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

Inbound Call Processes Matter

Shoppers who initiate a phone call to a dealership can become less motivated if their call is not handled well. Use the following 5 Quick Tips to prevent losing a potential buyer:

Minimize Call Failure and Call Abandonment

• Determine if your current process is customer-friendly

• Do the following to make it easy for customers to speak with a live person:

Streamline complicated automated menu options (limit menu choices to three or less)

Minimize or eliminate hold times (max. 30 seconds to reach a live person)

Check the phone system for hold time settings and amend as needed

Review the system settings for the number of rings that occur before calls go to voice mail

• Do the following to improve call transfers (transfers are a major source of irritation that cause many customers to simply give up and hang up):

When possible, provide a “warm transfer” (inform the caller where their call is being transferred and who will speak with them next. Prep the live person about the incoming call)

Verify that all voice mail greetings are consistent and include the recipient’s name, role and directions for leaving a message (IMPORTANT: Make sure voice mail boxes are checked regularly. Nothing says “unprofessional” quite like a mailbox that is too full)

• Ask permission to obtain the customer’s contact information (try to get their name and number)

• Reassure the customer that someone will follow up as soon as possible (helps customer feel valued)

Call Your Dealership

• Understand the callers experience

• Think like a customer: “Would this be an experience that drives Engagement or frustration?”

• Pay attention to:

The number of rings

IVR system choices

! Transfer to Sales and Service

• Delete numbers that are obsolete

• Verify that all published numbers are accurate

Voice mail systems

How long it takes to reach a live person

Inbound Call Processes Matter (Cont’d)

Answer All Inbound Calls with Professionalism

• Apply the same standards and personal attention to your phone customers as you do for in-person customers

• Make it a priority to provide an optimal customer experience for every incoming call

• Listen to and score calls: coach to individual gaps in private and praise good calls in a group

• Make it a priority to track and record your incoming Sales and Service calls

• Leverage technology (use systems to help you monitor your inbound and outbound calls)

• Leverage your CRM to track calls if capable

• Identify peak call periods to identify the most frequently called numbers

Make a Positive Impression

• Ensure live and automated attendants are: Welcoming Polite

! Approachable

• Use simple phone manners and be considerate:

“We appreciate your call.”

! “Please.”

“Thank you.”

“How may I help you?”

Don’t take the phones for granted. Include inbound calls in your overall Lead Management strategy. Make sure the phones and caller experience are top of mind. Inbound calls are on the rise and customers who call are already 100% Engaged – they’re just looking for more information to guide their vehicle purchase.

TEXT RESPONSES

Improving Performance Through Proper Text Responses

Text Responses are part of the Engage phase of the Lead Handling Framework. Texting doesn’t replace phone or email responses — it complements them. Using and coordinating all of these response methods, in addition to video and well-executed voicemail messages, can enhance a two-way conversation that engages the customer, builds the relationship and increases the opportunity for sales.

Attention!

Texting, like calling, is highly regulated and can feel complex. There are a few things to keep in mind — like customers must opt in and be able to opt out at any time. You also should only contact customers through their requested mode of communication. For all the rules, consult the Telephone Consumer Protection Act (TCPA) or consult your legal advisor.

Why Respond with Text?

Text responses are a powerful, immediate way to engage customers – especially when combined with phone, video, voicemail and email tactics. Consider …

This guide will show you:

• How to improve your text responses by explaining the Text Response Process

• How to decide between call or text responses

• How to write a good text

• The average person looks at their mobile phone 150 times a day and 90% of texts are read within three minutes of being received (Digital Dealer)

• 98% of text messages are opened (TextSignal)

• Text messages have a higher response rate than emails or phone calls (TextSignal)

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also, keep in mind that it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

Engaging Customers Through Text Responses

Text Response Process

Creating a good text response uses the same three-step process as phone and email responses. Remember to apply the three R’s.

1. READ:

Identify the customer’s request in the lead.

Talk or Text First?

2. RESEARCH:

Gather vehicle, trade and incentive information, and consult the CRM for information about the customer.

3. RESPOND:

Identify the best response strategy (phone, email, text, video).

If you have the customer’s phone number, you should text or call right away. But which should you do first?

Call First?

• If you call first and the customer answers, you’ve accomplished your goal – to connect immediately with the customer

• If you get voicemail, it’s essential to leave a message AND follow up with a text

With phone or email, your customer may wait until later to read or listen.

Writing Good Texts – Tips for Engaging

Text First?

98% of text messages are opened. That’s a pretty great engagement rate! Other benefits of texting:

• Speed – Remember, about 90% of texts are read within three minutes of being received!

• More private – No one can overhear a text conversation

• Less surprising – The customer can plan a response

• Information in the text chain is saved/retained

Texts are meant to be short and sweet. Save lengthy details for your follow-up email. When writing a text, be sure to:

Introduce yourself and dealership

Use the customer’s name

Answer the primary question

Be casual and friendly

Use other media/send links

Stop texting if they do not text back

Always include an “opt in” and “opt out” mechanism

Always use the CRM or other business platform to text (not a personal smartphone)

Check spelling, grammar and be aware of auto correct

Ask a high-value question to drive Engagement that prompts the customer to respond back.

Product: Were you interested in the 4L or 6L engine?

Incentives: I sent an email with some of our Explorer lease specials and purchase incentives. Did you want to purchase or lease? Appointment: We have that exact model in white. Would you like to stop by between 4:15-5:00 to take a look and drive it?

QUALITY PHONE CONVERSATIONS

Improving Performance Through Quality Phone Conversations

Quality phone conversations happen during the Appoint phase of the Lead Handling Framework. Quality phone conversations build value around setting an appointment to drive Appointment Set and Appointment Show Vital Signs.

Why Use Quality Phone Conversations as an Appointment Set Strategy?

Getting the customer to set and keep an appointment increases the likelihood of closing the sale. One of the best ways to motivate customers to do this is through quality phone conversations that sell the value of the appointment. Remember, an appointment doesn’t need to be face-to-face. A virtual appointment may be more convenient.

This guide will show you:

• The 3 Rs to respond to a Lead (Read, Research and Respond)

• E!ective call techniques for facilitating a quality phone conversation

Missed Opportunities

When Leads leave a phone number, you should call them back, preferably within an hour. The call objective? To set an appointment by phone, video or in person. Make sure you:

• Engage the customer in dialogue

• Establish a human connection and build rapport over the phone

• Ask for the appointment and invite customers to engage with the dealership

Marchex Automotive, a mobile advertising tech company, found that many dealerships don’t take advantage of phone call opportunities1. Their analysis of mobile phone calls found that when consumers call dealerships:

• About 16% of calls go unanswered

• Of calls that are answered, Sales Consultants fail to ask for an appointment 63% of the time

A quality phone conversation will result in an appointment (in person or virtual) if the Sales Consultant asks for the appointment and is able to explain the value of the appointment to the customer.

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also keep in mind, it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

Lead Response Process – The 3 Rs

The process for responding on a phone call is the same as the process for texting and emailing – follow the 3 Rs:

1. Read:

What is the customer requesting?

2. Research:

Gather vehicle, trade and incentive information. Consult the CRM for information about the customer.

3. Respond:

For callbacks and voicemail, you should use the Leadwise Communication Guide for ideas on how to stimulate discussion and set an appointment. The Leadwise Communication Guide has many resources like the First Quality Response Call Word Tracks and a Pre-Engagement Checklist. It guides the call and helps you sound conversational.

Quality Conversation Steps

When making your initial phone call, it’s important to be prepared to speak with the customer or to leave a quality voicemail.

Prepare questions that will focus the conversation on the customer and his/her needs

Start the call by introducing yourself and stating the reason for the call

Answer the customer’s questions

Reference any known customer information found in the CRM and Smart VINCENT

Ask engaging questions to build rapport

Build value in the visit

Set the appointment (virtual or in person)

Close the conversation

Having a quality phone conversation earns you the right to ask the customer for the appointment.

Call Technique: Prepare

Using the Leadwise Communication Guide can help promote dialogue. Before each call: DO

Target a call length of 5-8 minutes

Research shows that shorter duration calls have lower Appointment Set and Appointment

Show Rates. That’s because the customer hasn’t developed rapport and doesn’t feel a connection to your dealership

Practice what to say if you hear common concerns or pushback

Have a conversation order/list ready to keep the conversation flowing DON’T Race ahead

Be prepared to slow down and build trust.

Focus the conversation on the customer’s needs before opening the door to setting an appointment

Call Technique: Start the Call

Beginning the call on the best possible footing goes a long way in building rapport. Before each call:

DO

Set the stage. Introduce yourself and engage by opening with the reason for the call

“Hi, it’s Chris at Anytown Ford. I’m following up on your question about ...”

Ask if they have a few minutes to talk

− “Is this a good time?”

If it’s not, ask to reschedule when it’s more convenient

Get permission to ask a few questions

− Asking permission opens the door to a longer conversation

− “Is it okay if I ask you a few questions to make sure I fully understand what you need?”

Call Technique: Engage the Customer

DON’T

Call first thing in the morning

− Midmorning is better

Wait until a!er business hours to call – unless the customer requested it

Call work numbers, if provided. People usually answer their work phones, which can help improve the chances of reaching the customer

Ask for the appointment right away

Learn about the customer’s needs and share how you can help

Asking questions will help engage the customer and develop rapport. Aim for 5- to 8-minute conversations to build the relationship and trust.

DO

Ask rapport-building questions

“What kind of work do you do?”

“What vehicles are you currently driving?”

Recap what you know

“Could I confirm a few things to make sure that I’ve got the correct information?”

Verify their stage in decision-making

− “How quickly do you need a vehicle?”

“You mentioned you have a son in college. Are you buying for him?”

Learn more about their product needs

− “You mentioned that you tow your boat to the lake. Are you interested in the tow technology bundle?”

Clarify incentive choices

“Do you want to purchase or lease? We can provide more information about the lowest interest rates on financed vehicles or the latest lease specials. What are you thinking?”

DON’T

Talk over the customer

It’s OK to ask questions to confirm the customer’s point of view. Summarizing what you hear is also a good way to verify the customer’s priorities

Talk too much

Call Technique: Set the Appointment

Be specific when setting appointments.

DO

Set the day and time

O!er virtual or in-person appointments to accommodate the customer’s preference

Recap information to confirm the customer’s commitment

Send an email confirmation a er hanging up. This confirms the appointment details:

“Miguel, we’ll see you at 12:15 tomorrow to test-drive that 2020 Ford F-150. We’ll have it parked out front and ready to go so that you won’t have to spend a lot time here on your lunch hour. We’ll be waiting for you. If, for any reason, you need to reschedule, just give us a call. We’ll plan on seeing you at 12:15 tomorrow.”

DON’T

Be vague. A few statements that do not set appointments are:

“Feel free to stop by later to see the vehicle ...”

“We’ll look for you sometime this evening ...”

“Yes, we’re open on Saturdays”

Pressure the customer

Acknowledge that their time is valuable, that the vehicle will be ready, and the team will be ready to answer any additional questions

LEAVING QUALITY VOICEMAILS

Improving Performance by Leaving Quality Voicemails

Quality voicemails are essential for strengthening dealership performance in the Engagement phase of the Lead Handling Framework. The key to e!ective voicemails is providing the incentive – the “hook” – for the callback. Voicemail messages should include a compelling reason to return the call. An e!ective voicemail message incorporates information that is personalized and relevant to the customer’s situation, such as trade-in details or inventory updates.

Preparation, Time, Tone and Purpose

When discussing e!ective voicemails with Lead Responders, stress the steps. Be sure to:

Prepare before you call: Whether you reach the Lead or not, be prepared for either situation. This will ensure you sound knowledgeable and confident!

Keep it short: 30 seconds or less is ideal and provides ample time to provide one piece of information that will be of interest to the customer

Pick the right time: Honor the Lead’s feedback on the best time to contact them. If they did not provide that information, research shows that the best days to call are Wednesday or Thursday, and the best times to call are between 2 p.m. and 6 p.m.

Be cheerful: Project good energy while not sounding too excited. Smile while you speak – it helps project the right tone!

Open with why you are calling: This helps keep the customer engaged in your message i.e., “The reason I’m calling...” or “I wanted to follow up with you...”

Provide a “hook” for callback: O!er enough information in the message to provide value and a reason for them to return the call

Connecting Your Message to Other Forms of Communication

It’s a good practice to link a voicemail message to another form of communication. Let the customer know that you just sent them – or will send them – an email with expanded information (pricing, incentives or sale dates). By including several forms of communication as part of your voicemail follow-up, you sound thorough, reliable and considerate. You’ll also demonstrate a commitment to providing the customer with the information they need to make a purchase decision.

Providing Value in Every Call

Beginning the call on the best possible footing goes a long way in building trust. You only have 30 seconds. Many people have voicemail transcribed, which means that your message may be read, but not heard. How do you keep customers from reaching for the delete button in under 10 seconds? Provide value – up front – with every call!

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also keep in mind, it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

DEALER REFERENCE GUIDE: LEAVING QUALITY VOICEMAILS

Scoring Your Message

Review example voicemails with your DPM through the Engagement Analysis platform or through your CRM (if the CRM platform supports call recording) to ensure you’re providing value to customers. Use the below scorecard to measure the quality of your voicemail, a strong message scores 55 points or more.

Voicemail Scoring

The voicemail addresses the customer by name.

5. The voicemail leads with why you are calling.

6. The voicemail provides a hook for call back.

Adding Credibility:

7. The voicemail links to other forms of communication.

8. The response provides an element of “surprise and delight”.

First Quality Response (FQR) Voicemail Wordtrack

Use the wordtrack below when developing your FQR customer voicemail.

Hi <customer name> this is <your name> at <dealership name>

I am calling because you were shopping online <lead source> and wanted to know more about the <year and model> . That model is available and I have the information you asked for sitting here beside me to go over with you in a brief conversation.

I also think you may qualify for some additional incentives depending on where you work and what you drive. I can share those updates when we speak! I know your time is valuable and I want to respect that. Please call me back at <your phone number> . Once again, this is <your name> and the number is <your phone number> . Looking forward to speaking with you soon!

For additional wordtracks, pre-engagement checklists, and resources to develop your message please reference the Leadwise Communication Guide.

NON-ENGAGED FOLLOW-UP

Improving Performance by Following Up with Non-Engaged Leads

Follow-up activities are essential for strengthening dealership performance in the Engagement phase of the Lead Handling Framework. Non-engaged leads that have disengaged for days, weeks or months, are a potential sales opportunity. Motivating shoppers to respond typically requires multiple contacts to start a two-way conversation. What should you do when leads go silent?

1. Go beyond the initial response and follow up over two weeks. By using a “persistencepays-o! ” strategy, a dealership can stay in consideration for the business.

2. Resist the temptation to put the shopper in the “poor quality lead” category.

3. Always provide valuable and helpful information during the follow-up communication process. Personalizing messages early in the process can help improve Engagement.

Increase the Window of Opportunity

Industry data shows that internet customers are purchasing beyond the first week, so it’s essential to follow up for at least two weeks.

• About 60% - 70% of leads purchase within the first two weeks of submitting an inquiry

This guide will show you:

• Tactics to help dealerships maximize opportunities with non-engaged leads – the shoppers who seem uninterested but are still viable

• A 14-day follow-up strategy helps dealerships stay in the running for the business by providing quality, value-added information

• Extending the personalized follow-up window to two weeks is the #1 opportunity for a dealership to improve Engagement

For guides, templates, and additional resources ask your Dealer Engagement Team for a copy of the Leadwise Communication Guide.

We’re here to help! Your FordDirect Dealer Engagement Team is ready to assist you with industry best practices. Also keep in mind, it’s important to connect with your manager before implementing the ideas in this Dealer Reference Guide.

The best tip for tackling non-engaged leads, is to treat them like future customers who are closing in on a purchase decision. Use these additional tips for connecting with non-engaged leads:

Use a Lead Follow-Up Schedule

Get specific and create a follow-up schedule that outlines when calls/voicemails/texts/emails should happen. Target the first two weeks for concentrated follow-up with a plan to transition non-engaged leads to a nurture plan. This should be set up as a workflow in the CRM.

Week 1 – 2: A!er the First Quality Response (FQR), subsequent communications can include:

• incentive updates

• inventory updates

• trade-in value updates

• special o ers

• additional assistance

• vehicle details additional dealership services

• information or appointment confirmation

Communicate at the Right Time

Nurture marketing: A!er two weeks of follow-up, it’s time to transition to a lead nurturing plan that will keep the dealership in front of the shopper. Messaging and communication can include emails about:

• weekly specials

• inventory updates

• trade in information

• incentive updates

• vehicle reviews

• targeted campaigns

• lease renewal information

• e-newsletters

Some days of the week are better for connecting with leads. If the shopper has provided the best way and time for contact, follow their suggestions.

• If there’s not a specific day or time provided, research shows that the best days to call are Wednesday or Thursday, and the best times to call are between 2 p.m. and 6 p.m. Know your market, the best times to call may be di erent

• Use work numbers if provided. Calling at work (a!er 9:30 a.m. and before the close of the workday) has been found to improve the odds of having the person answer the call

• Respect dinnertime and evening hours. Avoid calls/voicemails/texts during dinner hours or a!er 9 p.m. Be respectful of the shopper’s family time and home time

Best Practice Series: Internet Lead Handling (Part 1)

Internet Leads represent a significant retail opportunity for automotive dealers. A lead submission is a low funnel, high purchase - intent activity. As such, all Internet leads require timely, professional and thorough follow - up by the dealership.

Dealer Engagement

Management must be involved in the dealerships’ lead management activity. This includes establishing department structure, process development, and personnel management. Management should:

僅 Clearly define all roles and responsibilities of personnel, pertaining to involvement in lead management and customer contact.

僅 Define objectives and review metrics and performance reports regularly, at both the department and individual level.

僅 Be involved with defining and approving an internet lead response pricing policy for the department.

Email Follow - Up Process

Best - in - class dealerships respond to unsold leads for a minimum of 90 days, and up to 180 days. To follow - up consistently, each dealership must create a customized short - term (days 1 - 30) and long - term (days 31 - 180) follow - up process. During this process:

僅 Treat all leads initially as immediate buyers, with heavy follow - up, including multiple pricing options for the first 7 days.

僅 Consider your leads as researchers around day 11 and respond accordingly with more brand awareness and Why Buy your dealership messaging.

僅 After 90 days, implement long - term follow - up content (e.g. bulk marketing emails) unless the customer opts out of communication with your dealership.

Firs t Qualit y Respons e Checklist:

Provide Formal Greeting

Thank the Customer for their consideration

Answer the Customer’s Questions

Confirm Vehicle Availability

Provide a Price Quote

Include a Call to Action & Next Steps

Include Full Signature

僅 Dealer Name

僅 Email Address

僅 Dealership Add ress

僅 Telephone Number

僅 Dealership Website Address/URL

Tools

Every employee needs the right tools to be effective at their job. Internet lead handlers are no different. Set your employees up for success by providing:

僅 A designated/private work spaces, computers, phones, and a quality CRM tool.

僅 Necessary ongoing training on dealership process/policy, CRM utilization, reporting dashboards, etc.

僅 Access to dealership marketing materials, creative and promotional material for internet lead follow - up content.

Department Staffing

Successful dealerships typically have dedicated staff for internet lead response. This staff spends 100% of their efforts managing leads. Dedicated staff allows:

僅 Dealership management to hold one person/department accountable for internet lead response and performance.

僅 Dealerships to ensure 100% of leads are responded to quickly and consistently.

僅 The dealership to have tighter control over online pricing policy.

Quick Tips:

僅 With a dedicated Internet department, lead responders can focus on creating opportunities fo r th e sales floor, while salespeople can focus on selling cars.

僅 Having the right number of employees in your Internet department allows your dealership to have the capacity fo r robust follow-up.

僅 Initial lead response should contain additional price quotes on alternative vehicles unless th e lead wa s VIN/ Stock # specific.

Best Practice Series: Internet Lead Handling (Part 2)

Internet Leads represent a significant retail opportunity for automotive dealers. A lead submission is a low funnel, high purchase - intent activity. As such, all Internet leads require timely, professional and thorough follow - up by the dealership.

CRM Utilization

Effective utilization of the CRM tool enables dealership personnel to contact customers with greater frequency and create a more personalized customer experience.

僅 Build professional, dealership - specific, Kia branded templates.

僅 Pre - program the CRM tool to schedule activities that match the dealership’s response process standards.

僅 Record all contact activity in the CRM – including phone call attempts and call notes.

僅 Filter out sold leads from bulk sales emails. Instead send these customers periodic emails related to service and vehicle ownership.

Auto - response Feature

Sales staff should strive to provide customers with a personalized response in one hour or less. The Auto - response feature should only be turned on outside of business hours.

僅 Create a robust template that sells the unique benefits of your dealership and sets clear expectations for when the consumer will receive a personal response.

僅 Ensure the Auto - response signature is from the dealer GM/GSM.

僅 Use a subject line that is relevant to the customer, e.g. “Your Kia Optima Price Quote from “Dealer Name.” Customers who submitted a third - party lead, may not know their lead is going to your dealership.

僅 Always provide a link to your website within the body of the auto responder message.

Pricing Strategy

Use the following pricing strategy practices to increase internet sales, while maintaining gross profit goals.

僅 Pre - determine a pricing strategy. Internet Sales Staff must be empowered to quote price.

僅 Examine and evaluate the pricing strategy often. As inventory levels change, market pricing fluctuates, and customer demand goes up or down, your pricing strategy may need to be adjusted.

Staffing Levels

It is recommended to staff your dealership using the following guidelines for lead volume per person, per month.

僅 Internet Sales Managers (ISM): 75 - 100 leads per person.

僅 Dedicated BDC: 100 - 150 incoming leads handled across the staff.

僅 Distributed Sales Model: It is recommended that each individual be responsible for 25 - 50 incoming leads.

Staffing Models

The objective of any staffing model is to balance the need for fulfilling customer expectations with the talent and operating practices of the dealership.

Dedicated Internet Sales Manager (ISM)

A Dedicated ISM manages the sales process from lead receipt to vehicle delivery. When properly trained, ISMs can devote their full attention to responding to leads quickly and with consistency.

僅 Management can have tighter control over the online pricing policy when dedicated representatives are providing price quotes.

僅 Institute policies and lead ownership rules to ensure the ISM is “Deal Protected”. This will reduce sales channel conflicts between the showroom and internet sales teams.

Distributed Sales Model (DSM)

A DSM gets the entire sales team involved in lead response.

僅 Given both floor and Internet leads, sales personnel tend to prioritize floor leads over internet leads. This reduces response speed, quality, and robust follow - up.

僅 DSM staffing requires heavy management to ensure Internet leads are prioritized equally with floor leads.

Business Development Center (BDC)

BDCs consolidate all forms of lead follow-up into one department.

僅 Incentivize BDC staff for setting appointments and/or any sales that close.

僅 Implement procedures to streamline the hand off process from BDC to salesperson.

First Quality Response

The First Quality Response (FQR) from a dealership is typically the most important communication, as it is the shopper’s first impression of your dealership. The FQR establishes dialogue with a consumer, making them more likely to inquire further about a vehicle. Your First Quality Response can be the difference between converting an online shopper into an in -store buyer or losing a potential sale to a competitor. A well crafted FQR should contain 5 core elements, as follows:

RESPONSE QUALITY PRICE & AVAILABILITY BRAND AWARENESS CALLS TO ACTION NEXT STEPS

1 Chance to make a 1 st Impression

Eliminate the most common questions and objections

RESPONSE QUALITY

Why should a customer do business with you?

Give your customer the ability to engage further and convert

Guide your customer down the road to a sale

Speed is important, but quality is critical. A First Quality Response (FQR) under 30 minutes is recommended. A wellcrafted, personalized email will stand out to the shopper more than one missing their questions or needs. This includes a a clear subject line that will clear SPAM blockers and provide a high open rate .

Be sure to include your name, phone number, address and hours of operations in your signature. Also, consider how to make your email mobile -friendly with +70% of shoppers engaging with us on mobile devices.

PRICE & AVAILABILITY

Giving your customer an upfront Offering Price on their vehicle of choice, along with lease, and finance options can often remove common objections that arise early in the buying process. Confirming availability increases the likelihood that they will engage in meaningful conversations and convert sooner.

BRAND AWARENESS

Showcasing both the OEM brand and the unique value propositions of your dealership, such as remote services and transparent pricing help set your store apart from the competition and helps eliminate cross -shopping while ensuring both loyalty and high Customer Satisfaction.

CALLS TO ACTION

Automotive digital retailing is your dealerships most powerful tool - it ties your physical and digital processes into one seamless experience that can be navigated in any direction, no matter how many times your customers want to jump from internet to showroom. Giving your customers compelling reasons to take further action now will both expedite and increase conversion rates.

NEXT STEPS

Providing next steps in the online process will help set and align customer expectations, while ensuring a seamless buying experience. An FQR that is quickly followed by a phone call and/or text (when opted in), along with a robust campaign of follow -up actions, will ensure that you stay engaged with your customers.

FQR: email

The First Quality Response (FQR) from a Volkswagen dealership is crucial as it forms the shopper’s first impression of your dealership. This initial email communication sets the tone for further interaction, making the consumer more inclined to explore the vehicle in question. An effective FQR can be the deciding factor in converting an online lead into a showroom visitor, preventing potential sales from slipping to competitors.

The below email FQR elements will help ensure a seamless shopping and buying customer experience.

First Quality Response: email

RESPONSE QUALITY

ü Response Time is Under 30 Minutes

ü Clear Subject Line

ü Answered Customer Specific Question

ü Mobile Friendly e-Mail

ü Hours, Directions & Contact Information linked in Sales Associate Signature

PRICE & AVAILABILITY

ü Provided an Upfront & Transparent Offering Price

ü Highlighted Current Incentives

ü Confirmed Availability for Vehicle of Interest or In-Transit Options

BRAND AWARENESS

ü Highlighted Store Unique Selling Propositions

ü Why Buy from Us Reasons (remote services, transparent pricing, etc.)

CALLS TO ACTION

ü Asked about a Trade-In Vehicle

ü Invitation for customer to engage with Digital Retailing Tool on website

ü Gave a Reason to Act Now

NEXT STEPS

ü Asked for an Appointment

ü Phone Call/Text Same Day

ü Robust Follow-Up Campaign for at least 30 days

FQR: Digital Retailing

The Digital Retailing First Quality Response (FQR) from a dealership should be treated differently than a traditional lead. It should be treated just as you would treat a customer in your showroom. A well - done FQR is the bridge between the digital retail tool and live engagement with your dealership.

The below DR FQR elements will help ensure a seamless shopping and buying customer experience.

First Quality Response: Digital Retailing

RESPONSE QUALITY

ü Highlighted DR benefits and online options to save time and customize your deal

ü Response Time is Under 30 Minutes

ü Clear Subject Line

ü Answered Customer Specific Question (if applicable)

ü Mobile Friendly e-Mail

ü Hours, Directions & Contact Information linked in Sales Associate Signature

TRANSPARENT PRICE & AVAILABILITY

ü Confirmed Availability for Vehicle selected

ü Acknowledged steps completed within the DR Tool by the customer and including the monthly payment the customer built

ü Confirmed current incentives the customer selected within DR Tool

BRAND AWARENESS

ü Highlighted Store

ü Why Buy from Us Reasons (remote services, full digital experience, available remote services, etc.)

CALLS TO ACTION

ü Asked about a Trade-In Vehicle, if not already specified by customer

ü Provided a link to the DR tool for the customer to continue building their deal to save time in-store

NEXT STEPS

ü Outlined next steps the customer should take to complete their deal

ü Follow -up Phone Call/Text same day

ü Robust Follow-Up Campaign

FQR: Phone

Research indicates that the quality of phone interactions significantly influences customer decisions, with a wellmanaged call increasing the likelihood of dealership visits by up to 40%. Effective communication and a structured approach ensure clarity, professionalism, and personalization, which are key to a luxury buyer. Data also shows that customers who rate their phone experience highly are 28% more likely to purchase.

Below you will find both Strategic & Tactical considerations to phone handling processes to not only elevate the brand’s image but also drive tangible sales results.

Phone: Strategic Considerations

BE PREPARED

ü Before making the call, gather all the necessary information about the Volkswagen Vehicle of Interest (VOI) they inquired about, its features, pricing, and promotions/offers

PERSONALIZATION

ü Whenever possible, reference specific details from previous conversations or interactions to show you value their business and respect their time

BE RESPONSIVE

ü Follow - up with a lead via phone AFTER you have sent the email FQR

ü Follow - up with a customer who left a message within 30 minutes of their call

FOLLOW -UP

ü If the customer isn't ready to make a decision, schedule a follow - up call or send additional info via email or text by linking to the DR tool to encourage the customer to take next steps

Phone: Tactical Considerations

HIGHLIGHT BENEFITS

ü Confirm that the Vehicle of Interest is available for the customer, specifying whether on ground, or intransit

PRICING & FINANCING

ü Provide transparent pricing information and options for financing.

ü Be ready to explain lease and purchase terms

ARRANGE

A TEST DRIVE

ü Encourage the customer to schedule a test drive to experience the Volkswagen VOI in person

ü Offer flexible options for the test drive appointment times

PROFESSIONAL CLOSURE

ü End the call by summarizing key points discussed and confirming the next steps

ü Confirm any discussion points with a text also, if customer data privacy allows

FQR: Text

Implementing a strategic texting approach aligns with modern communication preferences and enhances customer engagement. Studies reveal that texting has a 98% open rate, significantly higher than email, making it an effective channel for reaching potential buyers. Texting offers a direct and convenient way to communicate, providing customers with immediate, tailored information. Moreover, 50% of customers are more likely to visit a dealership if they've had a positive texting interaction.

Below you will find both Strategic & Tactical considerations to texting processes to not only elevate the brand’s image but also drive tangible sales results.

Text: Strategic Considerations

PRIVACY & CONSENT

ü Ensure you have the customer’s consent to contact them via text and respect their privacy

DATA SECURITY

ü Protect customer data and adhere to privacy regulations. Use secure messaging platforms through your dealership CRM tool

ENGAGE WITH MULTIMEDIA

ü Use elements like photos and videos to showcase Volkswagen VOI features, interiors, and performance. Leverage a certified Video Lead Response tool to record/text videos

ANSWER QUESTIONS

ü Be prepared to answer any questions the customer has promptly and accurately

FOLLOW -UP

ü If the customer is not ready to make a decision, ask if they'd like to receive updates on special offers or new arrivals and schedule follow - up texts accordingly. Send a link to the DR tool to encourage the customer to take next steps in the shopping process / save time online

Text: Tactical Considerations

PERSONALIZATION

ü Address the customer by their name

ü Reference specific details from previous interactions to show that you're attentive to their needs

PROVIDE INFORMATION

ü Share relevant information about the Volkswagen model they're interested in, including features, pricing, and availability

SUGGEST A VISIT

ü After you’ve answered their questions, and provided them value, encourage the customer to visit the dealership for a test drive or to see the Volkswagen VOI in person. Offer flexible scheduling options.

APPOINTMENT

ü Use text to help customers schedule and confirm appointments for test drives, or servicing.