Lead scoring in a pandemic
It’s more important now than ever that dealerships have reliable systems & processes in place for their sales process. Processes that help sales prioritization influence the bottom-line, like lead scoring. Whereas a consumer would just show up to the showroom unannounced, now fewer and fewer consumers are choosing to do so. Truth is, this sort of behavior may never change. The good news is one thing hasn’t changed through covid, and that’s general consumer demand for vehicles.
While sales might have slowed down at times, theres data showing that momentum is coming back. Demand, especially right now, usually begins with an inbound lead. Having an excellent automotive BDC in place can help convert your online shoppers to in-store purchasers. And with a practical lead scoring system in place, you can make your BDC team much more effective about its follow up efforts. In turn this’ll lead to more time spent on the right prospects, and less time spent chasing dead-ends.
Principles of Lead Scoring
A solid lead scoring framework starts with two primary principles: contactability & proximity. It stands to reason that leads with the correct contact information, and who are also close by to your dealership are “low hanging fruit.” These shoppers are easier to bring in to the dealership because of how close they are. They should also be easy to get a hold for setting the “appointment.” Whatever lead scoring program you choose to use, make sure it has your location in mind.
With proximity and contactability in mind, you’ll reap the rewards of providing an excellent experience for your local market. There are other prominent factors that stand apart from the rest when it comes to identifying ripeness. The general buckets of “readiness” and “intent” represent two other pieces. Proximity and contactability, however, represent large portions of the pie that get your BDC head and shoulders above where they were.