INSIGHTS DRIVE MORE
LEADS TO DEALERS
by Will Stacy IV
Banks and credit unions typically don’t have the best interest of the manufacturer or dealer in mind, nor do they have the data to understand a customer’s intent. These institutions often distract customers by offering other banking services like credit cards or mortgage refinancing, and they may even offer incentives for other vehicle brands. At GM Financial, our primary focus is driving customers back to your GM dealership. Period.
GM Financial streamlines leads from multiple sources into dealers’ CRM system to help increase customer satisfaction and loyalty while providing incremental sales.
We generate upward of 70,000 leads per month for dealers and that number will increase significantly as lease returns continue to grow in 2018. In the last 18 months, we generated more than 1 million leads to dealers. Those leads come from a number of sources – from lease returns, equity customers and payoffs, to online credit applications and prequalified direct-mail offers that lead to incremental sales.
Consider that approximately 60,000 leased vehicles will soon be returned to GM dealerships every month for the next few years. A returning lease customer is a dealer’s best new car opportunity. That’s 60,000 customers that GM Financial drives back to your dealership – through personalized communication and online experiences – long before it’s time to turn in their vehicle.
PURSUING EVERY LEAD CAN RESULT IN INCREMENTAL SALES AND GREATER PROFITABILITY FOR THE DEALERSHIP.
- Will Stacy IV
SVP and Chief Marketing Officer
Currently, GM Financial provides leads to dealers that result in more than 15,000 new and used vehicle sales each month.
When dealers fully utilize the lead delivery pipeline and their Business Development Center (BDC), they corner the competitive advantage. As the captive of GM, we’re here to empower dealers. To strengthen the profitability potential of the pipeline, GM Financial recently trained nearly 100 regional GM Digital District Managers and 400 GM Financial sales team members to increase the total value to your dealership, including how to better understand the types of leads, the value of each, and how to retrieve and work each one delivered from GM Financial directly to GM dealers’ BDCs nationwide.
The GMF DealerSource® Maturity Viewer is another valuable tool for viewing leads. Dealers can review their lease portfolio and identify opportunities to get customers back to the dealership early. Data show that customer retention increases when a lessee returns four months early versus two months early.
GM Financial drives prospects directly to GM dealers through a robust online experience across multiple touchpoints and brands.
After a dealer enrolls in the direct-mail program, prequalified prospects within a select radius of the dealership receive a personalized letter from the dealer, driving leads straight to the dealership.
GM Financial is equally committed, as well as our dealers are, to increasing customer satisfaction and loyalty. Dealers will provide the award-winning store experience. We’ll provide the remarkable finance experience. Together, we’ll earn satisfied customers for life. We got this.
Will Stacy IV
SVP and Chief Marketing Officer
Contact your GM Financial Dealer Account Representative or your local Credit Center.
For the Credit Center nearest you, call 888-556-4616.
2018 General Motors Financial Company, Inc. GM Financial and the GM logo are trademarks of General Motors LLC, used with permission.