RV EXECUTIVE TODAY -CHANNEL BLADE CONTRIBUTING COLUMN

Author: Bob McCann, director of client education - Channel Blade

Managing Leads around RV Shows-The Must-have Process to Get Ahead

October 2008-Like most luxury products, RVs are inherently associated with long buying cycles. Most first-time visitors at an RV show won't get their wallet out immediately, but rather test the waters. That initial visit is often the beginning of a long-term, relationship-building process. Your objective is to continuously build the new prospects pipeline, using a consistent follow-up process to nurture these relationships and convert them into sales. A solid lead management strategy around RV shows should convince existing prospects to sign the dotted line and new ones to consider doing business with your dealership.

Drive Traffic prior to the Show

The majority of show attendees make a short list of exhibitors prior to the show- a decision often based on the information or invitations they've received. Over sixty-five percent of Internet users prefer e-mail when dealing with businesses (Source: eMarketer, May 27, 2008). Alert prospects and customers about your participation through brief e-mail campaigns designed to promote your presence. Include general show information, booth number, showcased inventory, special deals and Web site address.

Everyone responds to incentives so be sure to invite prospects to come by your dealership and pick up discounted tickets to the show or parking passes for example. Once you have them on your turf, drive them more specifically to your booth by inviting them to pick up a free gift or hear the results of a raffle for which you've just signed them on. The more face-to-face conversations you'll have with prospects, the faster you'll get them to sign a check.

Each pre-show e-mail should be personalized and sent by the same salesperson the prospect became familiar with through previous communications. As consumers face rising volumes of SPAM and e-mail, the sender recognition and the power of your dealership's brand are critical in driving a response. Address prospective buyers by their first name and mention specific RVs of potential interest based on past inquires.

The best approach to implementing powerful e-mail campaigns is to leverage a solid yet affordable lead management tool that can help you do it in minutes. Quick and easy access to prospects lists and pre-written templates should be at your fingertips.

Entice and Reward Staff and Prospects

Each sales person should come to the show equipped with blank customer contact forms, ready to gather as much information as possible from prospects. To encourage this exercise, turn it into a rewarding contest and offer a daily $100 bonus in the form of a gift card or cash, to the representative with the most complete cards.

As for prospects, motivate them to share information by having them fill out a form to register and win a GPS for example. This information-gathering process is the beginning of many potential sales and should be entered by an assigned lead management associate at the show. Data entry only happens once, assuming you're using a solid lead management tool. All future follow-up communications are automated to fulfill prospects' needs at the various stages of the buying cycle.

Start Building the Relationship Now

As soon as a sales representative is finished meeting with a lead, the lead management coordinator should enter the information gathered and send a short Thank You e-mail, using an automated template from your lead management solution. The dealership-branded e-mail should thank the prospect for coming by the booth; provide the sales representative¿s contact information; and include your URL to drive him or her to your online showroom.

In addition, the lead management coordinator should sort and print the leads by salesperson at the end of each day. Every morning before the show opens, each sales representative should call their leads; thank them for their visit; provide further assistance in helping them choose the right RV; and try to get a small, refundable deposit.

By the end of the show, all leads are in the system and ready for ongoing, meaningful follow-up. Prospects will be impressed with your responsiveness and professionalism-positioning you as the dealership of choice when the timing is right.

Get More Face-to-face Time after the Show

Within two weeks of the show, two e-mail invitations for an open house should be sent out-one to the prospects you met at the show and one to all other leads in your database.

The invitation to the show attendees should thank them for stopping by, mention the RV of interest discussed at the show and invite them to an open house-their last chance to benefit from special RV show prices. Invite them to schedule an appointment and direct them to your Web site for further information on this special event. The second e-mail should invite all other leads to come to the open house and benefit from the show's discounts.

In closing, an ongoing, customized follow-up process will help your dealership develop and maintain personalized relationships with prospects, thereby raising your profile in a highly competitive environment-especially in challenging economic conditions.

Using a state-of-the-art lead management tool to automate portions of the sales process will require minimal effort on your end and result in maximum impact on prospects, enabling you to continuously move leads faster throughout the buying cycle and get ahead.

Bob McCann, Director of Client Education, Channel Blade

Bob McCann, a 15-year sales education veteran, is the author of the nationally-recognized e-Business sales method known as TIPS (Traffic, Interactive Website, Process, Sales.) As the director of client education for Channel Blade, McCann has developed proven e-business sales processes to support the company's growing list of clients, including more than 60 leading manufacturers and 2,000 dealer locations worldwide. Channel Blade (www.channelblade.com) provides award-winning Web site, lead generation, lead management and sales education solutions to the Marine, RV and Powersports industries. McCann and the marketing department can be reached at (877) 242-5233, marketing@channelblade.com.