Car buyers continue to be better educated when they shop for their next vehicle. The more research they conduct, the more valuable the personal connection is when the dealership communicates. Dealerships need a way to separate themselves from the rest of the stores in their market. The best way to win is to have a greater level of information about the customer and be able to customize the message. Enter the DEP Super Lead!
Look at your CRM tool to see what information you have on the leads that have come in. Typically, you have Name, Email, Phone, and Vehicle of Interest (and we know that 80% of the time, the customer buys something completely different than what they initially showed interest in). Does the current lead give you enough information to create a truly tailored message? If the customer has moved on to a different vehicle, do you know?
This is why Dealer eProcess developed the Super Lead. Beyond the standard info mentioned above, the Super Lead offers:
- 6 months of click path data. Know every vehicle that the customer has looked at for up to 6 months before submitting a lead. See everything that they have looked at along the way. Get a real-time notification when they come back to your site after submitting a lead and get an updated set of Click Path Data. This is especially great with used leads. If the Vehicle of Interest is sold, you’ll know what else they have an interest in. At the 30 day point, we know that a new car shopper is more inclined to buy a used car than a new one. You can watch it happen in real time. Don’t be the dealer who is still hammering away on the initial vehicle of interest. The customer has moved on, you should too!
- Have a trade-in value that looks at the customer’s bureau and makes an equity call on the trade. We know that customers are extremely challenged when it comes to their payoff and their credit score. Take the error out of the trade value and get them both right! Avoid trade tools that ask the customers for this information. You end up with a garbage-in/garbage-out situation.
- Get a real-time, auto enhanced, beacon score. This is not an unrealistic number that comes from a credit score site. Instead, it uses the same scoring model that you will use in the store (TU or EQ). This eliminates a problem in the F&I office, when the customer thinks they are a 750 beacon, but auto enhanced shows a 630. Have a solid plan on what the customer can afford before spending three hours getting them to fall in love with something that they can’t buy. Quote the right price the first time.
- Know where your lead came from and which sources result in sales. By connecting to your DMS (Even Rey Rey), DEP has the ability to track marketing spend through to the sale. You spend tons of money on marketing. It is crucial that you get ‘spend money’ on the channels that are profitable. Worried that AutoTrader isn’t making you money? Find out for sure with CARoi.
Call us at 877-551-2555 or email us at Sales@DealereProcess.com to find out more about our Super Lead, and the other class exclusives that allow DEP customers an unfair advantage with the competition.