READ THE LEAD

Sometimes you just need to know where customers are coming from, literally and digitally. Leads generated by customers visiting your dealership website are far different than those handed off from third-party partners; and that’s why it’s important to Read the Lead and optimize your process to respond quickly and effectively to all customers.

DEALERSHIP WEBSITE LEADS

Customers who request price quotes or appraisals from your dealership website are very advanced in their Journey. They’ve done some research; they’ve picked a model and they probably have a payment in mind — here’s how you can connect those dots:

Best Practices:

  • Read the Lead by paying attention to the details the customer provides
  • Respond with concise, detailed and personalized information to show your potential customer you value and understand their needs
  • Always provide price ranges when requested
  • Elevate the customer experience with meaningful images or videos of vehicles and the dealership
  • Stay focused on inventory and include a link to the Vehicle Detail Page (VDP) for reference

DEALERSHIP WEBSITE LEADS

Customers who request price quotes or appraisals from your dealership website are very advanced in their Journey. They’ve done some research; they’ve picked a model and they probably have a payment in mind — here’s how you can connect those dots:

Best Practices:

  • Read the Lead by paying attention to the details the customer provides
  • Respond with concise, detailed and personalized information to show your potential customer you value and understand their needs
  • Always provide price ranges when requested
  • Elevate the customer experience with meaningful images or videos of vehicles and the dealership
  • Stay focused on inventory and include a link to the Vehicle Detail Page (VDP) for reference

MAZDAUSA.COM LEADS

This is where national branding meets local experience. Keep in mind, these customers are still in the research phase and the lead-to-sale time is double compared to dealership website leads. It’s also important to understand this stage of the online journey typically includes a build-and-price experience, followed by a local dealership selection option.

Best Practices:

  • Respect the journey, visit the national site, build a vehicle, follow the steps your customer takes as they choose trim levels, accessories and a local dealership
  • Focus on needs assessment – make sure you have the right model and trim selected
  • Confirm vehicle availability – be prepared to offer trim and color options
  • Offer multiple appointments – ask questions to promote a dealership visit

MAZDAUSA.COM LEADS

This is where national branding meets local experience. Keep in mind, these customers are still in the research phase and the lead-to-sale time is double compared to dealership website leads. It’s also important to understand this stage of the online journey typically includes a build-and-price experience, followed by a local dealership selection option.

Best Practices:

  • Respect the journey, visit the national site, build a vehicle, follow the steps your customer takes as they choose trim levels, accessories and a local dealership
  • Focus on needs assessment – make sure you have the right model and trim selected
  • Confirm vehicle availability – be prepared to offer trim and color options
  • Offer multiple appointments – ask questions to promote a dealership visit

QUESTIONS?
Contact us at focalpointfeedback@mazdausa.com
Visit the Focal Point archive for more information

QUESTIONS? Contact us at focalpointfeedback@mazdausa.com • Visit the Focal Point archive for more information