Example CRM Lead

Above is an example of a CRM lead as it appears in your CRM.

Please Note: Not all CRMs are the same, nor do they all parse the information the same, so this may look different depending on your CRM. The following is just to provide you with a visual of what a CRM lead could look like. Best practice is to create a test lead to review in your CRM to confirm the way it is coming through.

Example CRM Lead Scenarios

The following information may appear in the CRM lead, depending on the provider. Fields will vary depending on the provider and how the lead is parsed by the CRM.

Scenario 1 – Created Deal with Vehicle of Interest

Below is the customer information received in the lead:

  • Source – “Online Shopper” or sometimes, “Dealer Inspire – Online Shopper”
  • Deal Date
  • First Name
  • Last Name
  • Zip Code
  • Phone Number and/or Email Address
  • Credit Score
  • Vehicle of Interest
    • Year
    • Make
    • Model
    • VIN #
    • Stock #
  • Comments – This can include payment information shown to the customer such as a lender, APR, and term.
    Please Note: Not all CRMs parse information the same, so while there may be a field in your CRM for the above information, if it is not set up to parse (read the information and add it to the CRM) correctly, then that information will be added to the “Comments” section.

Scenario 2 – Deal has trade-in

Online Shopper partners with TradePending to provide an estimate of a trade-in based on the customer’s zip code and market demand for the particular vehicle, mileage, and condition.

At a minimum, the customer information sent to the CRM should include Scenario 1, plus trade-in information which may include:

  • Year
  • Make
  • Model
  • VIN #
  • Trim
  • Odometer
  • Value Estimate

Scenario 3 – Deal has accessories added*

Customers have the opportunity to provide Accessories for purchase for the particular vehicle they have chosen. These can be customized based on the vehicle model, i.e. Floor Mats.

*Please Note: Not all dealers have “Accessories”.

Scenario 4 – Customer has completed a Credit Application

The customer has the opportunity to utilize the Dealer Inspire Credit Application for realtime credit offers.

At a minimum, customer information in the CRM lead should include Scenario 1 or Scenario 2, plus a notation that the customer started/completed a Credit Application. You will need to access this in the secure Dealer Inspire Credit Application portal located at https://secure.dealerinspire.com.

Some CRMs process the Credit Application as a separate lead submission under the same customer name.

If you utilize DealerTrack or Route One, we can integrate our Credit Application so that it sends the application directly into DealerTrack and Route One. Dealer Inspire only integrates with DealerTrack and Route One, and no other credit systems at this time.

Scenario 5 – Customer has scheduled an appointment at the dealership

Online Shopper offers the customer the option to select a date and time frame to stop in for a test drive.

Scenario 6 – Partial Lead

This is an instance where the customer starts the Online Shopper experience, but does not complete all the steps. The lead will only contain information from the point where the customer decided to stop the deal and that can vary from lead to lead. There will be a 15-minute delay from the point the customer stops working the deal before the lead is sent to the dealer’s CRM.