Automotive
JAC Motors / M&Z Group
Early signal — approved for publication
One useful early signal: prospects being contacted actually remembered the advert they responded to.
Creo / AutomotiveDemand system · Create → Capture → Qualify → Hand off → Optimise Live
Stop generating leads.Start generating buying conversations.
A cheap lead is not automatically a good lead.
01A familiar Monday (dramatisation)
Same leads. Two very different stories.
Marketing · Monthly report▲ Up and to the right
247
Leads!
The report looks incredible.
Sales · Call log Calling
- 09:02Lead #031“Sorry — which car was this about?”
- 09:07Lead #032No answer
- 09:15Lead #033“I don’t remember enquiring.”
- 09:21Lead #034“I was just looking.”
- 09:30Lead #035Wrong number
- 09:38Lead #036“Just send me the price.”
“Half of them don’t even remember enquiring.”
A cheap lead is not automatically a good lead.
Somewhere between the advert and the salesperson, the context disappears. That’s where the money leaks.
02What sales receives
Sales doesn’t need more names. It needs better conversations.
Today — a lead
- Name
- Prospect 031
- Phone
- +264 •• ••• ••••
- Source
- Facebook form
- Interested in
- —
- Why they enquired
- —
Context lost somewhere along the way.
With Creo — a buying conversation
Buyer brief · #031 Ready for sales
- Name
- Prospect 031
- +264 •• ••• ••••
- Responded to
- Weekend test-drive film · 30s cut
- Vehicle of interest
- Double-cab · 4×4 · automatic
- Timeframe
- Within 30 days
- Finance
- Pre-check started
- Trade-in
- Yes · 2017 hatchback
- Branch
- Windhoek
- Best time to call
- After 17:00
The salesperson knows why they’re calling.
Illustrative example. What gets captured depends on the dealership, the campaign and the conversion path.
03The Creo Automotive System
From scroll to showroom.
Create demand
Make the vehicle desirable before you ask anyone for their number.
▶On the showroom floor
Desire first. Then the form.
Recent reels for JAC Motors: content that makes the vehicle worth wanting before anyone is asked for their number.
04Proof
The first signal wasn’t more leads. It was better context.
Automotive Demand Score
Make the next calla buying conversation.
Twelve statements. About three minutes. See where your leads lose their context — from the first advert to the first sales call.