Defining World-Class Lead Qualification
Automotive consumers are increasingly taking the shopping process into their own hands and outside the view of auto dealers' highly-trained sales staff. Estimates show that 22 percent of all 2004 automotive retail sales were generated from the Internet. Automakers and their dealerships need a world-class lead qualification system to identify, manage and track these leads, helping their sales staff turn leads into vehicle sales.
Urban Science utilizes its GainSmarts® data mining tool to give automaker and dealer marketers a considerable edge by separating shoppers from buyers. Urban Science uses a process that includes lead scoring, in which the leads are ranked on their chance of closing or buying a vehicle. Based on that score, sales professionals can treat their customers accordingly.
Accurately analyzing sales leads allows dealer personnel to determine patterns in geography, chronological periods and certain demographics to see which treatments of prospects actually work. Once automaker and dealer marketers understand what causes leads to close, they can establish a series of behavioral standards for their retail sales personnel, which will ultimately turn into a higher percentage of closed sales and, by extension, higher profit for the sales personnel and the dealership.
