Effective Lead Management

Mazda Online Marketing

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The Consumer is In Control

The Consumer is in Control

 Today, consumers have more control of the online shopping process than ever before. From the comforts of their home, they can: – – – – – – –

Access dealer invoices Comparison shop for vehicles Research specs Read consumer reports Ask for quotes Negotiate the deal Secure financing

Mazda Online Marketing | Training Modules  Working with our regions, dealers and vendors we have compiled information on: – Lead Management, – Website design & Best Practices – SEO and SEM  This is the first of a series of Training Modules that are available for Regions and Field in order to help your dealers: – Help Mazda Dealers navigate better in the Interactive space – Help Mazda Dealers convert more virtual traffic to sales! 4

Module 1 | Mazda USA.com / MDOL / Lead Management MazdaUSA.com / Mazda Dealers Online

MazdaUSA.com

MDOL

 What does MDOL Offer Effective Lead Management

Search Engine Marketing

Effective Lead Management

Mazda Retail Marketing in the Web 2.0 World

Mazda Dealership Web Site Design

Search Engine Optimization

 MDOL Tools / Templates

 How to turn leads into sales

What Are Search Engines?

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MazdaUSA.com Mazda Dealers Online (MDOL)

MDOL | Key Tools to Manage Dealer Internet Business  MDOL Page and Administration Dealer offers (current incentives), Image update, Contact information, about the dealership, hours of operation, credentials etc.

 Lead Management Provide online opportunities to dealers and the tools to manage all lead prospects from initial contact to sale

 Online Reporting Provide Key metrics on Lead counts, lead history, compliance and sales match back (set goal, and measure perfomance)

 MDOL WebTools Allows dealers to add advanced functionality without the cost to their website (Incentives, Quote request, Window Sticker)

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MDOL | Key Benefits for Dealers  MazdaUSA Introduces the dealership to the consumer earlier in the shopping process via Dealer Locator and Request a Quote functionality up front

– Establish a relationship early – Strengthening the tie between Mazda and all Mazda Dealerships – 316,000 Dealer locates on MazdaUSA per month – Leads and Online Opportunities - More than 30,000 Quote requests are sent to dealers each month

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Mazda Dealers Online | Administrative Tools

 MDOL Pages -Take advantage of every online opportunity – Contact Information – easy to find? Up-to-date? – Offers/Incentives – up-to-date? – “About your Dealership” paragraph – Hours of Operation – up-to-date? – Dealership Credentials (Presidents Club, MazdaSpeed etc) – Link to Dealership Website? - Must be Mazda exclusive

If incentive/offers or dealer content is not updated or is incorrect, this results in a disappointing online shopping experience

Mazda Dealers Online | MDOL  MDOL provides Mazda dealers an opportunity to create a strong “web” presence for online shoppers.

Mazda Dealers Online | Web Tools  Take advantage of the MDOL Web Tools  Build a vehicle  Inventory Search  Request a Quote  Incentives  Compare Vehicles  VIN window sticker  Request a Brochure

 Log on Today: • Log on to MXConnect (http://dealers.mazdausa.com)

MDOL | MX Connect Dealer Portal

 MXConnect – Provides Access to tools, registration and to monitor key metrics of MDOL activity. – MDOL Home page – Technology Ordering – Online Reporting – Lead tool Access – Reference guides

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MDOL | Next Steps for Improving Dealer MDOL Sites 1. Determine who in the dealership (Internet Manager) is responsible for keeping the dealer’s MDOL website up to date. 2. Help your dealers implement a process for keeping incentives and specials updated at the beginning of every Mazda incentive period 3. Review their page frequently

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Up-to-date content

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Use the Dealer Offers

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Link to their Website

Mazda Online Marketing | Module 1 MazdaUSA.com / Mazda Dealers Online MazdaUSA.com

MDOL

Effective Lead Management

Search Engine Marketing



What does MDOL Offer



MDOL Tools / Templates

Effective Lead Management 

How to turn leads into sales

Mazda Retail Marketing in the Web 2.0 World Mazda Dealership Website Design

Search Engine Optimization

What Are Search Engines?

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Effective Lead Managment Best Practices

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Effective Lead Management | What is it?  Lead management is the process of rapidly analyzing, responding, and following up with internet leads.  The ultimate goal is to increase the likelihood that a lead will convert to a qualified opportunity and then a new, satisfied Mazda customer. – On the showroom floor, an ignored customer is likely to leave and walk across the street to another brand. – Customers who request information online and fail to receive information in a timely manner will eliminate that dealer from their shopping process.

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Effective Lead Management | What Does It Take?

 Successful Lead Management requires: – The Right People – The Right Processes – The Right Tools

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Effective Lead Management | The Right People

 The Right People do: – Respond quickly and intelligently – Use the Lead management tool to track all opportunities, appointments and execute a follow-up plan – Use Online reporting to monitor themselves

– Keep their management engaged

 The Right People do not: – Maintain a compliance below 90% – Ignore a consumers response – Make excuses to their management – Move leads to the trash folder

Effective Lead Management | The Right Processes

 The Right process include: – Knowing who is responsible for leads and updating registration when needed – Knowing the Help Center support number 800.421.6507 – Setting up effective auto-responders – Using the Lead alerts – Using templates to ensure quality responses – Upper management know how to use Online Reporting and confirms online appointments – There is a follow-up plan – Regular Mystery Shopping by upper management

Effective Lead Management | The Right Tools

 The Right Tools include: – One(1) Lead Management Tool – Online Registration – Online Reporting to track performance – MDOL Home Page • Templates • Guides • Principles – Lead Alerts – Training

Effective Lead Management | Meeting MDOL Standards  Were all quote requests responded to within three business hours by email?  Is the MDOL registration up to date?  Does the dealership have effective auto-responder(s)?  Does the dealership’s e-mail response effectively answer the customers inquiry.

 Do your dealerships effectively utilize the online lead alerts?  Do your dealerships have follow-up process?  Does management confirm appointments?

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Effective Lead Management | Mazda State Training Can Help!  MazdaState offers two new online courses designed to improve your internet sales and lead management.  These courses are also required for every sales consultant.

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Effective Lead Management | Mazda State Training Can Help!  Course 1: The Business Case for Internet Sales – Why it is necessary to put efforts into improving Internet lead management in dealerships. – What people, process and tools must be in place to ensure your success with online consumers.

 The End Result: – Explain why it is necessary to improve your Internet lead management process. – Describe what people, processes and tools must be in place to improve close rates.

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Effective Lead Management | Mazda State Training Can Help!  Course 2: Internet Lead Management – Provides steps and tips for receiving and converting internet leads into sales.

 Upon completion of this course, you will be able to: – Receive Internet leads • Enroll with MDOL, drive leads through web site, track leads

– Respond to leads • Set auto responder, review customer information, send firstquality response, have follow-up plan, track data

– Set appointments • Confirm appointment, prepare for visit, make appointment , track data

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Effective Lead Management | Follow Up  An Effective Follow-Up Process Timeline  Response templates are available online

Auto Response

Customer Response

Actual Response

Auto Response After Hours

Confirmation Call Mgr

2-Day No Response

Customer Appt Set

Phone Contact if Requested

10-Day No Response

5-Day No Response

1-Day Post Visit

Customer Visit

4-Day No Response

7-Day No Response

3-Day Post Visit

20-Day Post Visit

17-Day No Response

5-Day Post Visit

7-Day Post Visit

14-Day No Response

10-Day Post Visit

21-Day No Response

14-Day Post Visit

20-Day No Response

28-Day No Response

35-Day No Response My Customer

35-Day No Response

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Effective Lead Management | What Drives the Customer?  Key Drives of Customer interaction – Make direct contact – Show genuine interest – Confirm vehicle availability – Provide a price quote – Follow up regularly

10 Guiding Principles for Lead Management  Mazda has developed 10 guiding principles that can be incorporated into the lead management process to address these important key drivers and help your dealers sell more cars. 26

Effective Lead Management | What Drives the Customer? MDOL 10 Guiding Principles for Lead Management 1. Respond within 30 minutes 2. Provide you best name and your best contact info 3. Ask relevant questions 4. Restate the client’s needs 5. Request client’s information 6. Include offer/pictures

7. Review Availability 8. Ask for the appointment 9. Mental Drive: provide clear directions/landmarks 10. Courtesy call to re-affirm the appointment 27

Effective Lead Management | Get Prepared!  Take the Eight Courses/Modules Offered on MazdaState today! – MDOL-1031 Preparedness to Engage – MDOL-1032 Engaging Your Internet Client – MDOL-1033 Communication Skills – MDOL-1034 Critical Skills to Engage

– MDOL-1035 Personality Profiling – MDOL-1036 Reengaging Your Internet Client – MDOL-1037 Maximizing Your Internet Opportunities – MDOL-1038 The 35-Day Relationship

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Effective Lead Management | Next Steps 1. Determine who will be responsible for managing lead follow-up processes and be sure they have a backupplan for that individual 2. Enroll with the Mazda Dealer online (MDOL) program. 3. Institute a process for quick and effective lead management including and effective follow-up process. 4. Test the process (shop your dealers) 5. Track all leads in the lead management tool and online reporting to determine best return on investment and performance. Educate your Dealers on this tool. 6. Setup the alerts for your dealers 7. Take the online Mazda State Training courses today! 29

Training Modules | What We Covered Today

MazdaUSA.com

MDOL

Effective Lead Manageme nt

Search Engine Marketing

Mazda Retail Marketing in the Web 2.0 World Search Engine Optimizatio n

Mazda Dealership Web Site Design

What Are Search Engines?

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Training Modules | Next Course Mazda Dealership Website Design

MazdaUSA.com

 Importance of Website Design  Appearance  Content

Mazda Retail Marketing in the Web 2.0 World

Search Engines  What is Search?

 How does Search Engines Display Results?

Effective Lead Manageme nt

Search Engine Marketing

 Navigation

 Why is Search Important?

MDOL

Search Engine Optimizatio n

Mazda Dealership Web Site Design

What Are Search Engines?

31

Thank You

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