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Distribute Leads or Opportunities with Dealer Groups
Automotive original equipment manufacturers (OEMs) can distribute leads or opportunities with dealer groups based on information such as the type of items the lead is interested in or the type of dealers they prefer. Use lead line items and lead preferred sellers to capture and share lead preference information.
Required Editions
| Available in: Enterprise, Unlimited, and Developer Editions. |
Distribution Logic
OEMs like to process maximum leads in the shortest time so that they can convert prospects into customers. After leads are sourced and generated from various channels, the OEM matches leads with the right dealership groups either based on the customer’s preferences or business rules. The OEM then distributes leads to dealerships so that dealers can follow up and engage with the customer and schedule test drives and appointments. Sometimes, OEMs qualify and convert leads from their own sales team. OEMs then distribute the opportunity to multiple dealers so that the dealers can close and win the deals quickly.
Customers sometimes specify a preferred dealer or contact that they want to engage with when they express interest in a vehicle or other accessories. This information is captured as a Lead Preferred Seller record. An OEM can match the leads based on this information and distribute the leads to the preferred dealers. For example, a Lead Preferred Seller has these field values:
- Account Role: Dealer
- Account: Dream Dallas Dealers
- Contact: John Best
Neo Motors, the OEM company, can share the lead with the dealer, Dream Dealers Dallas, and notify the sales relationship manager at Dream Dealers that the customer prefers their dealership.
If customers mention the products that they’re interested in, you can capture the information as Lead Line Item records. An OEM can match the leads based on the information and distribute the leads to dealers who have the specified products in stock.
For example, a lead has these related Lead Line Item records:
| Product | Interest Type | Item Type |
|---|---|---|
| Neo Sports Series L1 | Buy | Vehicle |
| Stella Car Speakers | Buy | Accessory |
Neo Motors can share this lead with dealers who have one or both items in stock.
Companies can also create their own matching rules to match leads with specific dealer groups based on criteria such as geographical proximity of dealers to customer locations or past dealer performance.
Similarly, OEMs can complete the lead qualification process themselves and distribute the converted opportunities. Dealers can find the relevant line items and preferred sellers related to the Opportunity records and work on the next stage of the deal. Dealers can schedule test drives, book appointments, and discuss pricing to win the opportunity. The lead management process in Automotive Cloud ensures that dealers and OEMs get visibility into all details of a prospect’s interest at the lead and the opportunity levels.
Distribution Process
The easiest way for OEMs to distribute high-quality leads or opportunities with dealer groups is through Experience Cloud sites. Companies can assign dealer users the Partner Lead Management for Experience Cloud permission set license and create a partner portal using the Automotive template.
The Partner Community user license is tailored for partner relationship management and allows partners to view Leads, Opportunities, and the related product and preferred seller information. With the right user permissions, dealers can also transfer, create, and manage leads through the Experience Cloud site.
See Set Up Experience Cloud Sites for Automotive for details.
