There is a dealer’s extranet we created, The HH Business Builder.
To focus their sales efforts, we created programs that helped sort the true potential buyers from the others. Included were tools to manage their customer relationships during the long sales cycle from initial interest through purchase and beyond. The first generation of the Business Builder was a web-based application that captured every request for information that came from the website, AM General’s toll-free number and marketing response cards.
The multifaceted system provides resources for telemarketing operators to categorize leads based on their likelihood of buying. Visitors to the website asking for more information are offered a survey that automatically scores their likelihood of buying. All of the leads are automatically sorted into one of three categories: enthusiasts, prospects and leads. Only the true leads are forwarded to dealers; the telemarketing staff handles the rest.
In turn, every dealer is provided with his own lead tracking system. Dealers are notified when new leads are put in their system. We provided dealers with a complete set of online marketing materials that can be customized on the fly. Leads can be quickly reclassified and tracked, giving time back to the dealers.
The result is a powerful system that lets dealers have a very personalized dialogue with qualified leads, while satisfying the tire-kickers through other channels.
The other part of the Business Builder is the general marketing materials. Like many companies, AM General provided dealers a CD-ROM each year with all the assets needed to produce their own marketing consistent with the national campaign. This was incredibly important since dealers consistently outspent AM General.
The result is an innovative online ad planner. The enhancement provides HHH with a newsletter that can be customized to every dealer. We provided the dealers with the full library of marketing research, files for creating their own HHH identity pieces, guidelines on developing their own websites and online forms for getting their co-op funds.
But the most popular component is the “Build Your Own” ad function that allows dealers to create ads online. They can pick from the latest creative elements, manipulate the ad format, select from key copy messages and even set a headline. When they’re done we provide a custom library for downloading the materials and even email instructions to the service bureau.
As GM builds the dealer network, the HHH Business Builder will expand to incorporate data feeds from HHH’s terabytes of consumer information. Without upgrading their own systems, dealers will receive an expanding arsenal of powerful tools that are easy to use and bound to increase sales.