Last month we wrote about passive vs. active lead scoring here on our blog. In this post David Metter explained how the practice of lead scoring was co-created with Polk and that while somewhat controversial, the practice of scoring leads is ultimately a smart choice for most dealerships. The part that is controversial is more about the idea of assigning a score to a lead for your sales reps to size up potential customers, and not so much about the importance of knowing the real potential of each lead coming in to your CRM. We agree that it does not behoove the dealership to know the score that each person has been assigned, after all, the score is only temporary. We do believe however that it is important to know each person's real potential to become a customer. Thus the practice of passive lead scoring was born.
To score leads, people coming in to your CRM are evaluated based on certain criteria using an algorithm that helps identify where about in the buying process a person might be. With passive lead scoring, an action is taken that is appropriate to their current situations as opposed to blanketing everyone with the same message.
This action is not a conscious or deliberate action that a sales rep takes because of the person's score, but an action that is automatic and unknown to the sales rep all together.
In our case, this action is an automated email offering the recipient an incentive for coming in for a test drive, something that a person with a low score is not likely to be interested in whereas someone with a higher score might be.
The result is that more qualified buyers appear in the showroom for your reps to work with, less time is spent courting people (or annoying people) that aren't ready for the showroom to begin with.
Lead Scoring Discussions Led by Polk
To talk about this important topic, we have invited our lead scoring partner Polk to lead discussions this month on the significance of lead scoring and the process that Polk goes through to score dealer leads. Representing Polk will be Senior Solutions Consultant Mark Pauze.
Since starting with Polk, Mark has worked closely with clients to understand their diverse business, research and analysis needs, developed solutions to meet those needs and directed teams to deliver customer solutions. He works with clients to help focus their consumer and industry intelligence efforts and develop integrated solutions that will address their needs. Mark has been focusing his efforts most recently on lead marketing at Polk and has worked with a wide range of customers on diverse lead marketing solutions.
Webinar Registration Link
A webinar will be held on Friday March 16 in our Advanced User series for auto dealers. To register, click the link below. For more information about the AutoHook Webinar Series, visit our post titled, AutoHook Webinar Training Coming in January.
Friday March 16 at 11:30am EST (For Dealers) - REGISTER HERE