1. T H E P U RC H A S E F U N N E L
LEADS: How Far Down the Purchase Funnel?
Future Prospects
91 – 180 Days
Prospects
31 – 90 Days
Leads
11 – 30 Days
Hot
Leads
0 – 10 Days
Deals
DEALER LEAD
MANAGEMENT

2. Day 170:
2 - 180 DAY FOLLOW-UP PROCESS TIMELINE Day 130:
Click
Click
(Bulk email)
(Bulk email)
Day 70: Service,
Service,
Day 10: Click Promotions,
Promotions,
Click - Call (Bulk email) Newsletter
Day 110: Newsletter
(“010 10 day follow-up”) Rebate Information
Click
Day 50:
(Bulk email)
Click Day 150:
Service,
(Bulk email) Click
Promotions,
Used Vehicle Special (Bulk email)
Newsletter
DEALER LEAD
Day 4: Day 30: Day 90: Service,
Click - Call Click - Call Click - Call Promotions,
MANAGEMENT
(“008 4 day coupon”) (“011 Are you still (“014 Are you still Newsletter
in market?”) in market?”)
Day 160:
Day 7: Day 40: Click
Click Click (Bulk email)
(“009 7 Day (Bulk email) Day 100: Service,
Survey”) 3rd party product Click Promotions,
information: (Bulk email) Newsletter
edmunds, kbb Service,
Day 2:
Click - Call Promotions,
(“003 2 day left Newsletter
message” or Day 140:
“004 2 day wrong Day 60: Click
(Bulk email) Day 180:
or no number”) Click - Call
Service, Click
Day 20: (“012 2 month
Promotions, (Bulk email)
Click follow-up)
Newsletter Service,
(Bulk email) Promotions,
Links Toolkit Day 120:
Click Newsletter
Guide the
purchase process: Day 80: (Bulk email)
2 - 1 8 0 DAY F O L LOW- U P P RO C E SS T I M E L I N E
credit, inventory Click Service,
(Bulk email) Promotions,
Ask for referral Newsletter

3. I M M E D I AT E L E A D R E S P O N S E P RO C E SS
Complete Within 30 Minutes
Action Details / Template When Who
Leads directed to SalesPoint or Auto Response sent and notification
approved Lead Management tool to email / pager
Cross check customer within CRM Enter remaining data
(phone, email, etc.)
Prepare template for email
1. New specific vehicle (has VIN 1. Use “002 New Specific”
or year/make/ model/ color – template.1 Quote price of specific
i.e. 2006 Explorer XLT in blue) vehicle requested. Add “Similar”
vehicle (Less expensive, Used,
RCL vs. Finance, etc)
2. New non-specific vehicle 2. Use “005 Need More Info”
(2006 Explorer) template 1 (give price range)
3. Used specific available vehicle 3. Use “006 Pre-Owned Request”
template 1
4. Used specific vehicle no longer
4. Use “007 Pre-Owned
available
Unavailable – Other Options”
template 1
Send email
Call customer Use defined script
1
Electronic copy of the templates can be found on FMCDealer at:
Sales Lead Management and Reporting Training Support Materials
DEALER LEAD
MANAGEMENT

4. 2 - 1 8 0 DAY L E A D R E S P O N S E P RO C E SS
Action Details / Template When Who
1
Email & Phone Call Use template Day 2
“003 – 2 Day Left Message ” or
“004 – 2 Day Wrong or No Number ”
1
Email & Phone Call Use “008 4 Day Coupon ” template Day 4
1
Email Use “009 7 Day Survey ” template Day 7
1
Email & Phone Call Use “010 10 Day Follow -up” template Day 10
Bulk email Links toolkit – Guide the purchase process (Example: Day 20
credit, inventory)
1
Email & Phone Call Use “011 Are You Still In Market ” template Day 30
rd
Bulk email Example: 3 Party Product Information (Edmunds, KBB) Day 40
Bulk email Example: Used Vehicle Special Day 50
1
Email & Phone Call Use “012 Month Follow -up” template Day 60
Bulk email Example: Rebate update Day 70
Bulk email Example: Ask for Referral – Please Forwar d this Email Day 80
1
Email & Phone Call Use “014 Are You Still in Market” template Day 90
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 100
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 110
Bulk Email Examples: Se rvice/Product/Promotions/Newsletter Day 120
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 130
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 140
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 150
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 160
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 170
Bulk Email Examples: Service/Product/Promotions/Newsletter Day 180
1
Electronic copy of the templates can be found on FMCDealer at:
Sales Lead Management and Reporting Training Support Materials
DEALER LEAD
MANAGEMENT

5. CO N S U M E RT R AC TO P P R I O R I T Y P RO C E SS
If Process is Handled by a BDC
• BDM downloads "Top Priority" lists from FMC Dealer into Excel spreadsheets
(LSI format if applicable)
• BDM mails postcards from ConsumerTRAC
• BDM schedules activities for each BDC Coordinator to make 25 call attempts per
working day to contact customer
• BDC staff begins call campaign 7-10 days after mailing of postcards / letters
• BDC staff searches all data sources for customer contact / service for all customers
on Do-Not-Call lists to verify if we can continue our phone contacts
• BDC staff sends request for contact to all customers still on DNC list
• BDC Coordinator follows "Top Priority" script designed to schedule appointment
• If there is a Scheduled Appointment: (Scheduled In-house or by VBDC) - Follow
Dealership appointment process
If Process is Handled by a Lead Manager
• Dealership Lead Manager downloads "Top Priority" lists from FMC Dealer into Excel
spreadsheets (LSI format if applicable)
• Lead Manager mails postcards from ConsumerTRAC
• Lead Manger exports list for broadcast call or VBDC
• Lead Manager "bounces" list against LSI / DMS for additional names to forward to
broadcast call source. VBDC supplier "bounces" list for dealership against DMS.
• Lead Manager sends Dealership mailer requesting contact information for customers
on Do-Not-Call lists
• If there is a Scheduled Appointment: (Scheduled In-house or by VBDC) - Follow
Dealership appointment process
DEALER LEAD
MANAGEMENT

6. I N - D E A L E R S H I P C A L L P RO C E SS
If NO appointment is scheduled during initial call:
• Follow customer's lead as to when to schedule next contact (purchase funnel)
• Identify where the customer is in the purchase funnel - are they a hot lead, lead,
prospect or future prospect. Then follow the purchase funnel timeline and make note
of when to call the customer:
- If the customer is a hot lead, you should call the customer in 1- 10 days
- If the customer is a lead, you should call the customer between 11 - 30 days
- If the customer is a prospect, you should call the customer in 31 - 90 days
- If the customer indicates they are a future prospect, you should contact
them regularly within the 90 - 180 day period, providing them with service
specials, private offers or test drive coupons
• During the customer call contact, the BDC Coordinator follows the script to inquire
about other opportunities and ASKS for referrals
• Log the customer into CRM and schedule the next task
If NO contact made to customer on first call
attempt (machine/no answer)
• Leave a voice mail message if answering machine is reached
• Schedule a second phone attempt to the customer for the next day
• On the second attempt, try at a different time. Leave a voice mail message if
answering machine is reached
• Log customer and outbound call attempt into CRM, and schedule next task
(3rd follow-up call) three to four days later
• Leave 2nd message on 3rd call attempt, and follow with a "Can't Contact" letter
(notify BDM to print and mail letter)
Begin the process again at beginning of the next month with
a "new" mail piece to all un-sold, un-contacted customers
remaining on the Top Priority lists
DEALER LEAD
MANAGEMENT

7. P OST A P P O I N T M E N T-S E T T I N G P RO C E SS F LOW
DEALER LEAD
MANAGEMENT