Leads. Website leads, third-party eleads, loan-by-phone leads, call-in leads – they all require the same thing – a plan, a phone call, and a call guide.

In 1992, my dealerships started working loan-by-phone leads with a company called Voisys (who happens to still be around today). Compared to today, it was archaic. We advertised a toll-free phone number touting financing for anyone, people called the number, they answered automated prompts and we received a fax with all their responses. Today, most leads start at a computer keyboard and wind up in your CRM system, but regardless, they still must be worked the same way.

You must have a plan to work them effectively. What is yours? Hopefully, it starts with how someone will be alerted to a new lead which arrived. It seems like these leads go from green to ripe to rotten in a nanosecond. When we were working those leads years ago our goal was to call them within one hour of receiving them. Today, 15 minutes maximum should be the goal.

When should you call? Immediately upon receiving the lead! Don’t email first – especially if the leads are blind leads (meaning the customer is not aware of the exact dealership they have applied to). A customer may not want to talk to a Hyundai dealer if they are looking for a Chevy truck. Your email will alert them to who you are and your caller ID will be easy to ignore.

Next on the plan – which ones will you call? Let’s make it simple – you have to call them all. Over the years I have gotten to know the executives of most of the quality leads providers. They continually tell me that their research shows that anywhere from one third to one half of the leads dealers buy do not get called. That is just plain nuts. To pay $20 to $70 for a lead then make a decision that the customer cannot be financed before they come to the dealership is just being lazy, but it happens every day.

Additionally, should you not invite them to the dealership you have essentially turned down their application and many attorneys will argue that you then must provide them an adverse action letter.

So, now we know you will call them all. Who will actually be doing the calling? Good question. I prefer call centers or BDCs, but it doesn’t mean a well-trained and coached sales person can’t be successful as well. What really counts is that whoever is designated to do so, makes calling the leads a priority, is trained, monitored and coached daily.

Next comes the call guide. Some people call it a script. Semantics. Everyone talks a bit differently (if you have been to Boston, Nashville and El Paso you will agree) so it is more important to me that the call is bullet-pointed rather than scripted exactly. The call guide needs to be built around the goal of the call and the only goal is to set an appointment which will show up at the dealership – period.

The call guide should be structured so that you first establish rapport. Next, you can confirm a bit of the information that you have received (you really don’t need any more to set the appointment) and do so by using it as an opportunity to keep building rapport. Then, ask for the appointment by giving day options first, then time choices (rather than yes-no options). Finally, confirm the appointment. My call guide always has a “hook” at the end to see whether or not you really have an appointment. (If you would like a copy of my call guide, which has set probably 2 million appointments, just email me at GoebelG@AutoDealerMonthly.com)

Finally comes the phone call. Before you do anything, remember “Smile before you dial!” That smile will transfer across the phone lines and you want to be open, disarming and friendly. More often than not it is not what you say, but how you say it that will make or break an appointment. Remember, most of the leads have applied before and been turned down. They are fearful that anything they say may blow the deal. Do not play junior-finance specialist on the call. Do not do a credit interview (unless they are coming from a long distance) to get them approved before inviting them in. (If you do, you will likely blow at least a third of your opportunities.) Do not ask specific questions about what they are interested in or how much money they have to put down. Do not do anything that will build mental barriers in the customer’s mind between them and getting their application approved.

My suggestion is to have all appointments directed to a sales or floor manager when they come in. First, it ensures the customer is directed to the correct sales consultant or department. Second, it disarms any later confrontation when a manager is asked to step in and take a turnover – they have met, the manager has been friendly, and has introduced the customer “to one of their top people.” Finally, it assures that the appointment is accurately logged.

Finally, any appointment that is made for another day should be called, confirmed and reminded of the appointment early the next day.

Top Special Finance dealers, whether working a blended floor or separate department, have been using this process for a couple of decades. It is a tried and proven plan. Doing so should allow you to appoint at least 60 percent of the leads that you receive and have 60 percent of them show at the dealership.