The larger brands get, the more moving parts appear. Brands sold through a network of local dealers have an even more complex set of business goals, priorities, and online experiences to consider — from the brand perspective down to the local level.
Brands want to be easily discovered and purchased. Dealers want new leads, more foot traffic, and increased sales. Customers want a frictionless information gathering and purchase experience — and they want it fast.
Potential sales leads can evaporate in the blink of an eye.
If a dealer reaches out within five minutes versus 30 minutes, the odds of connecting live improves 100 fold. And the chances of a lead contacted within five minutes jump by 21 times.
The problem is that the path to purchase is rarely fast or frictionless for dealer-sold products. What happens when a customer leaves a brand’s carefully-curated website to investigate where to buy locally? Did that lead funnelled to the local dealer convert or did it collect dust in an inbox? How quickly did follow up occur — if at all?
It’s a path that typically relies on loose documentation and inconsistent processes. It’s a path fraught with missed opportunities for all stakeholders.
And it’s being transformed by software automation.
PowerChord Platform Overview
PowerChord is a SaaS solution for dealer-sold brands specializing in local lead management and distribution. The centralized platform brings together the most powerful CRM tools and reporting functions to maximize leads at the local level through automation, speed, and analysis. Ultimately, PowerChord helps brands build relationships with their customers starting with their dealer network, so no lead goes unturned.
Powerchord Lead Management and Distribution
Brands and dealers can both utilize PowerChord’s Command Center. Through the Command Center, brands can automatically distribute leads — no matter where they originated from — to local dealers.
Dealers are empowered to turn those leads into sales. Each dealer has access to lead management tools to manage their local sales funnel. All employees at a dealership can access lead information to expedite first contact and increase the likelihood of a sale. As leads progress through the sales funnel, dealers can add notes so everyone stays on the same page.
Local lead reporting rolls up to the brand so sales leadership can easily monitor progress across all locations.
Since quick contact is key to closing a sale, the entire PowerChord platform prioritizes speed. Brands and dealers are notified of new leads instantaneously — including via SMS. This can be a big help for local dealership employees not typically bound to a desk and computer all day. PowerChord also recently launched One Click Actions, a feature allowing users to update the status of the lead within the notification email without needing to log in to the Command Center.
Powerchord Analytics and Reporting
PowerChord centralizes reporting to optimize brands’ local sales efforts. They can view local dealer lead interactions — including clicks-to-call, clicks for directions, and lead form submissions — in one place and see how they trend over time. The dashboard also allows marketers to gauge local store trends, such as top-performing products, pages, and CTAs, and assess new opportunities for conversion.
By default, reporting rolls up – meaning each dealer can see only their data, managers can see data of each location for which they’re responsible, all the way up to the global view available to the brand. Permissions can be tailored to restrict access to this data if needed.
Brand marketers can also gain insight into how their local marketing campaigns perform, including cost per conversation, clicks, conversion and other goals. PowerChord’s Analytics and Reporting feature connects the dots between leads and revenue, allowing brands to say:
Our digital marketing efforts paired with our lead management and distribution efforts contributed $50,000 in revenue; 30% of that converted into a sale, generating 1,000 leads last month.
Bringing this all Together: Grasshopper Mowers uses PowerChord to enhance local dealer websites and increases leads 500%
Grasshopper Mowers is a manufacturer of commercial-grade mowers sold exclusively through a network of approximately 1000 independent dealers nationwide. The company knew there was an opportunity to attract new customers and grow its market share. That opportunity was in the hands of local dealers.
Previously, when potential customers explored product lines on the Grasshopper website, sales opportunities diluted as they clicked through to local dealer sites. The Grasshopper branding disappeared, and dealer sites showed competing equipment lines that lacked localized store information, causing customer confusion. As a result, dealers were losing sight of the leads they paid for and struggling to close sales.
Over six months, Grasshopper worked with PowerChord to optimize its brand-to-local journey by focusing on leads, creating digital brand consistency, applying automation, and supporting in-market dealer efforts. Grasshopper increased leads by 500% and online lead-generated sales by 80% in the first year.
You Got the Lead. Now What?
One of the challenges businesses face is converting leads into sales. Significant marketing dollars are spent attracting consumers. But if you don’t have the systems in place to respond to the leads you’ve generated, then the dollars are wasted. Research shows only half of all leads are actually contacted. Capitalize on the momentum of your marketing tactics by implementing lead management best practices to significantly impact your sales.
- Respond to Every Lead – This is the time to share valuable information about your product or service and assist the customer in making a purchase decision. It’s also the time to qualify the lead and determine the interest level of each potential customer. Using relevant and personalized communications will boost conversion.
- Fast Response is Crucial – When a customer fills out your lead form, they are ready to take the next step in their purchasing journey. They’ve done enough research to take an interest in your product and are ready to hear from you. According to InsideSales.com, marketers who follow up with web leads within 5 minutes are 9 times more likely to convert them.
- Implement a Follow-Up Process – It’s important to have a defined strategy for following up on leads. You don’t want to miss out on opportunities by not following up promptly or forgetting entirely. You may consider investing in a CRM if you haven’t already — this way you can keep follow-up dates, detailed notes on the consumer, and even re-engage them at a later date.
- Include Key Partners in your Strategy – For dealer sold brands, the sale happens in person at the local level. That means the local dealer is the last touch point before the close. Empower your dealer network with tools to help them close — whether that’s content that will make them smarter on your product or automated solutions to help with lead management and response times.