Most dealers don't need more traffic. They need to recognize the traffic they already have. In this October Wednesday Webinar with The Shop, the session opens with Kerstin Todd from Protomiq, fka TradePending. She explains how to read website leads so your team can talk to customers instead of just chasing leads. What the segment covers:
- Why trade valuations, offer requests, and payment calculations are different buying signals
- How a shopper who starts on the homepage differs from one who starts on a vehicle detail page (VDP)
- Five rules for lead conversations: Answer the question the customer asked firs, match the shopper's stage, repeat their numbers back to them, be fast and don't drop the non-buyer.
- Lead details that can shape your outreach, such as payment targets, down payment, and site activity. Equity and payoff data and household context are currently in beta.
- The hot leads report, Value Watch monthly value updates, and Autobio alerts for customers who re-engage
- A challenge for your team: pull 10 trade, offer, or payment leads from the last 30 days, a mix of homepage and VDP. Review where each customer started, how you first responded, whether you used their real numbers, and which customers deserve another call today.
Whether you're a sales manager, BDC lead, or dealer principal, the takeaway is the same: look closely at the customers already raising their hands.
