Internet sales reps - what research do you do on your prospects?

[PaulS]

I'm curious to know if any dealership internet sales teams do any online research on leads before following up with them or in preparation for an appointment?
Do you Google their name or check if they're on social networks to try and get a fuller picture on them, over and above the info they've included in their inquiry form or initial phone call? For example: what's their job, what age are they, are they married, do they have kids, have they tweeted anything car-related recently, etc. Would having such information up front help with closing the sale?


It may seem slightly creepy to some but it's a technique which many employers use when evaluating job applicants, plus I would argue that the information is in the public domain so it's fair game.


Disclosure: I'm currently investigating richer profiling options for our product aimed at giving dealer sales teams a fuller picture on their internet leads.

 

[jason.good]

In the past I also found it helpful to search in CRM to learn if the individual, or spouse, is a client. In this way it would also influence the reply.

 

[john.quinn]

In the past I also found it helpful to search in CRM to learn if the individual, or spouse, is a client. In this way it would also influence the reply.

God Love you if you are doing a background check on internet leads! Unfortunately, I think it more the norm that agents won't even bother to check their own databases. (Dealerships with a good CRM that paints this picture for agents have a leg-up here).

 

[Jeff Kershner]

I'd do a search on about every lead possible. It can provide some great insights on how to possibly approach the potential customer. I wouldn't of course be stupid about it and try reaching out using any of the social channels UNLESS I found them on LinkedIn. Reaching out to a potential customer with a professional introduction by LinkedIn was quite beneficial.


The good with "researching" your leads: gather an idea of their persona. Their possible likes and dislikes. Hobbies and such. Favorite sports team. Where they live (can bet very important). Where they work.


Let's face it - if it's out there you can find it. If used properly, it yields a nice advantage with your initial phone call and email.


The bad: Could cause you to Pre-qualify the lead and possibly miss out on a good opportunity.


I would load the customer email addy into a Gmail account while having the Rapportive app plugged in. This was a quick way to find a photo, occupations, location, recent tweets and social media profiles.


There's a few other services out there that can also gauge buying signals and provide a demand index "score". These services come at a price but at this point should be a feature in a dealer CRM. They reside in many CRM's across other verticals.


Services like this can be valuable but I believe it takes more than just social signals to be good enough of a service/tool to spend any significant budget on.

 

[danoneil]

This is an good question.

When I was involved I would be sure to look at the zip code ( if there is one with lead) to determine where they are located & which competitor is closest. I know that different Honda dealers have different ways of quoting a price.

I would also look at the email address. Sometimes that email address let's you see where that customer works. This information may help to qualify the customer & lead. Maybe you know someone who knows someone who works with the lead.

Even the phone # area code can help.

I would not go as far & google a person's name.