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Once upon a time, your website was awesome and your site visits were better than EVER before. The amount of leads generated from your new website is off the charts compared to what your old website produced. Now, comes the stressful part, working with your lead management system. We’ve got news for you, there's no need to stress! All you need is a good system of lead management and an organized way to track site leads.
“Why do I need lead management?”
Imagine a funnel. The large mouth at the top of the funnel is your homepage and the itty-bitty bottom opening is the final sale to a new or returning customer. When a prospective customer visits your website, they are at the mouth of the funnel, beginning their journey to purchase new tires or have their vehicle serviced. Once that potential customer submits a quote or service request on your website, picture them slowly moving down the funnel.
The movement through this fictional funnel represents tracking the entire lead process. The lead process begins at their initial contact with your business and if you’re lucky it turns into a sales process circle of life.
Practicing lead management is crucial to your business’ sale process. For starters, it prevents lost leads. It also offers a 360 degree view of each specific site visitor (who they are, where they are from, what they want, what vehicle they drive, etc.) Each lead is different and requires a customized quotes or service. Implementing good lead management practices keeps your leads organized, keeps you from unneeded stress, and keeps your online customer base satisfied.
“So, what makes a good system?”
Keep picturing that funnel. Now, picture knowing exactly where each lead is within that funnel. THAT is a good lead management system. You should know the exact location of each lead in the sales process and what needs to be done next to convert that lead into a customer.
Let’s talk about leads in your system in general. Your management system should first show the contact name of the lead and contact information (Email, phone number, etc.). Next, you need to know the type of lead for that contact and how much that lead is valued at. If Alexandra O’Neil needs winter tires for her 2011 Jeep Liberty, your lead management system should tell you…
This information helps to later track the ROI for your website leads.
In most cases, automotive businesses offer a handful of website services including tire quote requests, service scheduling requests, contact us forms, and more. You need to be able to differentiate between these leads types to know how well different parts of your site are performing. Maybe your tire quote requests are off the charts this month, but your service quote requests are lacking? Maybe vice versa? Either way, tracking this information is vital to the success of your lead management process and overall customer satisfaction.
According to an American Express survey, 3 in 5 Americans would try a new brand or company for a better service experience. What makes a good service experience? Well, for one a good website experience. Good news! If that potential customer is marked as a lead in your system, you can check number one off your list.
So, what comes next? Responding to the lead in a timely manner. Timing is everything! According to Technology Advice, up to 50% of sales go to the vendor that responds first. Don’t take the chance that your leads are submitting quotes elsewhere and getting responses back before you answer them! A good lead management system easily provides ALL the needed information to convert or schedule a lead, including the time and date the lead was received on. Pure bliss, right?
A well-functioning lead management system makes certain that you have all the information about each individual at your fingertips to provide the best service before and after they visit your shop. The better your business’ manages its leads,the better the chance customers will form a strong long-term, trusted relationship with your brand. The interaction between their request on your site, alongside your timely and informational responsive reaps a lot more benefits than a great ROI.
“What is the best way to track site leads to help measure ROI?”
Did you ever hear the quote from the well-known William Lever of Lever Bros.? In case you haven’t, in 1885, Mr. Lever said, “Half of the marketing money you spend is wasted--trouble is you don’t know which half.”
Over 130 years later, this is unfortunately still true in many situations. However, a good lead management system and means of tracking site performance and ROI helps to avoid this scenario put forward by Mr. Lever.
Your lead management system should allow you to measure your performance, and more specifically, allow you to measure your performance by lead type and a specific date range.
If your website has lead types ranging from tire quotes requests, to schedule service requests, to customer testimonials...Shouldn’t you be able to view each of these individually and measure website performance per lead type? Shouldn’t you be able to select the time span for lead performance you wish to view? Shouldn’t you be able to view the exact number of leads that turned into sales and moved through the imaginary funnel? Yes. The answer is yes. You should be able to view ALL of this information, whenever you choose to.
Also, you should be able to set customized settings within your lead management system to better fit YOUR business! The ability to choose what information you would like to be displayed will greatly help you in the process of viewing your leads, converting your leads, and measuring your ROI.
A good system should be a resource to help you manage all your leads and measure your website lead performance and ROI. A good system is easily navigable, user-friendly, and should not be a burden to your management process. Interested in learning more about the importance of a strong lead management system and the best practices of measuring ROI with it? Stay tuned for Moving Up In Lead Management: Part II!