Often we focus on how sales teams use the Sales Pipeline. However the Sales Pipeline should form a key part of the marketing activity for any dealership. With the Sales Pipeline it’s possible to close leads to Contact Groups – making it easy to target Live Leads against specific enquiry types. Live Leads are the perfect way to retarget leads that have not resulted in a sale – and the best part is that it’s free to any dealer currently on the Sales Pipeline or Pro Package.
Huge money is spent on marketing to attract customers to contact your dealership. Roughly 40% of your leads are converted to a Test Drive, and approx. 50% of those leads will result in a sale. This leaves about 80% of the leads captured by your dealership that are not resulting in a sale. Whilst some dealerships will have a follow up program in place, many will not. For some dealerships they simply don’t have the time or sales resources to follow up.
That’s where the marketing team can come in. Within AutoPlay it’s possible to create Contact Groups in AutoPlay. Then when the sales team close leads as lost they can add them directly to the Live Leads Contact Group to build their database.
To send a Live Leads email you can access Emails, then Email Campaigns from the left hand side menu. Here you can see a summary of all the Live Leads emails you have sent in the past. To create a new Live Leads campaign, click on New Campaign, choose your “Live Leads” or “Monthly Specials” template and the Contact Group you wish to email to.
After setting up the email and saving you can then select the vehicles you wish to include in your Live Leads email. Live Leads are most effective when a video is available for each listing (to record audio go to Listings, then Audio and record a voiceover). When your happy with the email clicking send will send the email to whoever has been previously added to the Live Leads Contact Group.
After sending a Live Leads email it’s recommended that you wait between 2-5 days to give your recipients a chance to view the email. You can then click on the Contact Log to view all the recipients who opened the email. By double clicking on the recipient you can then view which vehicles they viewed and how many times.
This provides the sales team with enormous insight into who is interested, and potentially still in the market to buy a car from you. It helps the sales team focus on only the potential customers that engaged with your email – saving time and resource following up with those that have no interest.
Live Leads are free for any dealer on Sales Pipeline or Pro Package – meaning that you can retarget these interested customers with no additional marketing spend.
If you are interested in sending a Live Leads eDM but are unsure how to proceed, please contact firstname.lastname@example.org to organise your first Live Leads.
AutoPlay Sales Pipeline is a pre-sales lead management tool designed for dealerships, dealer groups and automakers