How the internet department become so concerned with getting to the customer first they forgot to stay with the customer to the last. Today 27% of customer’s respond that they never heard back from their salesperson after the initial response.

1. Leadoff-Leads
Customer Abandonment
Or how baseball can change the way you look
at your internet department
Don Crawford

2. A new look at the auto industryA new look at baseball
• Stolen bases, runs batted in, and batting
average are relics of a 19th century view
• Rigorous statistical analysis has
demonstrated that on-base percentage
and slugging percentage are better
indicators of offensive success

3. A new look at the auto industry

4. vs Slugging Percentage
“ In order to buy wins, you need to buy runs”
Sabermetrics
{ Appointments and Deals }
{ Engagements }

5. Engagements vs Appointments
Lead Performance
Valid Engage %
3,739,311 1,903,035 51
After 45,000,000 leads worked AVA has
determined a direct correlation between
lead scoring and engagement as a better
indicator than appointments and sales to
success.
1,012,655 number of appointments 53% avg.
41% vs 14% of appointments
Name Total Dupe Und. Worked Engaged %Eng. Appt. Feedback Revenue Sold Closing Rate
Big Name 81 0 2 79 55 69.6% 33 14 $241,053.05 13 16.50%
Big Name 311 4 23 284 93 32.7% 40 13 $353,635.92 16 5.60%

6. Lead Scoring
Name Total Dupe Und. Worked Engaged %Eng.▼ Appt. Feedback Revenue Sold
Closing
Rate
Honda 1 0 0 1 1 100.0% 1 0 $0.00 0 0.0%
Honda
Certified
Google
1 0 0 1 1 100.0% 0 0 $0.00 0 0.0%
Honda Mobile
Site BAP
4 0 1 3 3 100.0% 1 1 $0.00 0 0.0%
Jazel - ePrice
Form
2 0 0 2 2 100.0% 1 1
$18,312.5
0
1 50.0%
Newsletter 1 0 0 1 1 100.0% 1 0 $0.00 0 0.0%
Honda 29 0 1 28 27 96.4% 16 6
$74,303.0
8
3 10.7%
Jazel -
ScheduleTest
Drive Form
6 0 0 6 5 83.3% 2 0
$14,640.9
3
1 16.7%

7. Increase sales by sorting leads
Wasted time processing duplicates, un-responses and un-deliverables
Leads that will engage Leads that will not
1. Don’t use auto-responders
2. Do send a simple email to see if there is intent
3. Do not assume every lead has intent
Having salespeople chase unresponsive leads wastes time,
energy and turns salespersons negative.

8. Now that we
have the leads
sorted, don’t
just leave them
hanging

9. In our rush to stop-the-clock, the customers
were forgotten
AVA after-48-hours poll:
“Did your salesperson contact
you about the information you
requested”?
27% of clients said “No”
Over 273,000 leads

10. The average close rate is 8.4%
@ negative feedback 10-20%
vs.
6.6% @ 20-30% negative
feedback
2.8% @ 40% and above
Customer Abandonment
Average dealer was 27%

11. What went wrong: No prioritization
• 100% time was spent working 51% of all leads
There was no Lead Engagement Prioritization
• How do you get your staff to focus only on the 51%
who want to engage with you, those with intent?
• You figure out which leads have interest and which
ones have intent.

12. Interest Intent
does not always
convert to

13. Work
issues
Busy with
family
Check with
my bank
Can I afford
this?
Kids have the
computer
I think I will keep
my old car!
I will wait for
the “sale”
I hate my
old car
Research
Nurture your lead from interest to intent
Your sales person
Artificial Intelligence

14. 79% of marketing leads never
convert into sales
• Lack of lead nurturing
is the common cause
of this poor
performance
• Sales people must
be redirected to
only focus on the
right leads

15. Don’t look for the needle-in-the-haystack.
Let it reveal itself

16. How do you
measure
Customer
Abandonment
today?

17. Now, let’s talk about spam…

18. “80% of email delivery
problems are directly
attributable to a poor
sender reputation."
DMA "Email Deliverability
Review" (2012)
Think email is easy?

19. 1 out of 5 emails never make it…

20. Only 60-83%
CRMs emails
are getting
through…
How can you
fix it?

21. So, what is

22. 250 leads and beyond!
Super Salesperson

23. Human
• 2% of sales are made on the first contact
• 3% of sales are made on the second contact
Super Salesperson
• 5% of sales are made on the third contact
• 10% of sales are made on the fourth contact
• 80% of sales are made on the fifth to twelfth contact
The Internet Salesperson vs.
Super Salesperson

24. BUY
MORE
LEADS
LOWER
CUSTOMER
ABANDONMENT
SORT
YOUR
LEADS
H
U
M
A
N
S

25. Don Crawford
donc@ava.ai