DMS Lead Management
DMS Lead Management

DMS Lead Management

Whilst the statistics are that the percentage of customers who wish to actually buy a car online is increasing, the percentage of consumers who will start their car buying journey online is far higher – even if the eventual purchase is made in person.

The online consumer is also very impatient, they will often send enquiries to many dealers in quick succession through their web site and will expect fast replies.

Most DMS systems will have an in built Enquiry and Lead Management system, and if this is being used by the sales team then it is essential that leads are fed into this and distributed to the team as quick as possible. If not, we risk potential sales being lost to more responsive competitors.

Here are a few things that you need the Lead Management module of your Dealer Management System to do to help you sell more cars and improve your bottom line.

Ensure your Lead Management System is connected to your DMS

Most DMS systems have an in built Lead Management System that is more than fit for purpose. The benefits of using it are that it is fully integrated with the Sales Administration, Customer and Vehicle databases and removes the need for re-keying, or duplication of customer data. These benefits can outweigh the potential benefits of a stand-alone Lead Management System. At the very worst, ensure your Lead Management System is integrated with your DMS!

Build Automation into lead collection and distribution

Gone are the days when it is acceptable for a Sales Manager to receive online enquiries, perhaps via email and then escalate them through the dealership manually.  

It is essential that this manual step is skipped, and it is automated.  

A human is not able to be responsive instantly to every lead that comes in – they may be away from their desk, perhaps at lunch and another dealer can be selling a car whilst a sandwich is being eaten.

It is relatively simple to have the DMS pick up these leads automatically, not only from the dealer’s web site, but also from other online forms of enquiry e.g. ebay cars, Autotrader, franchise partners.        

Follow up every lead promptly

By picking up, and acting on every opportunity promptly, the dealer can increase sales, which in turn will directly lead to higher profits.

Re-engage lost Leads

Up to 35% of lost leads are for prospects that are still in the market to buy a car!

By integrating your DMS Lead Management System with a proactive lead re-engagement from a third party such as Judgeservice, a good proportion of lost sales can be automatically converted back into sales prospects.

Actions

 

  1. Integrate your Lead Management System with your DMS (or use the one that comes with your DMS!)
  2. Integrate lead generation with the Lead Management System so that leads are automatically distributed to the Sales team
  3. Actively Manage the lead management  process
  4.  Implement an external lead re-engagement platform which feeds automatically back into the DMS to restart lost leads that can have a “second-bite”
  5. Sell more cars!

 

Whilst the statistics are that the percentage of customers who wish to actually buy a car online is increasing, the percentage of consumers who will start their car buying journey online is far higher – even if the eventual purchase is made in person.

The online consumer is also very impatient, they will often send enquiries to many dealers in quick succession through their web site and will expect fast replies.

Most DMS systems will have an in built Enquiry and Lead Management system, and if this is being used by the sales team then it is essential that leads are fed into this and distributed to the team as quick as possible. If not, we risk potential sales being lost to more responsive competitors.

Here are a few things that you need the Lead Management module of your Dealer Management System to do to help you sell more cars and improve your bottom line.

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