Lowering Sales Costs through Lead Qualification
Challenge
A luxury automaker was consistently setting sales records, but because of increased incentives and other marketing activities, the cost of each sale was becoming more and more expensive. It was identified that most of its buyers visited the manufacturer's website and registered for further information which generated lead opportunities. Capturing and delivering these leads to its dealers in real time could be crucial to closing sales. The company also wanted to implement performance metrics that would allow the manufacturer and dealer to monitor an improvement in sales and/or marketing performance.
Solution
Adopt a lead qualification system from Urban Science, which maximizes the return on leads from internet websites, lease maturities, direct-mail campaigns and other sources. Lead qualification analytics let the company determine sales close rates by calculating a number of variables in the purchase process to build an enterprise lead strategy and more effectively manage the process.
Results
Lead qualification analytics provided accurate, practical close-rate data to allow quicker dealer follow-up, which produced better close rates. It also helped reduce the marketing costs per vehicle by indicating those customers who are most ready to buy, which contributed to both the dealers' and the automakers' bottom lines.
