How Auto Dealers Use VinSolutions and Invoca to Turn Phone Leads Into Revenue

Phone calls are the most valuable automotive leads, converting to sales and service appointments 2x-3x more than web forms. For dealership groups, your revenue hinges on how efficiently your marketing drives phone leads and how well your rooftops and BDCs convert those callers to test drives and repair orders.

It doesn’t happen by accident. You need the right marketing and sales strategies backed by the right lead data. If your dealerships use VinSolutions Connect CRM to manage leads, that’s a great start. But to truly move the needle, you need more actionable data on phone leads than what VinSolutions provides natively, data that your marketing, sales, fixed ops, and BDC teams can use to optimise performance and grow revenue.

That’s where Invoca comes in. Dealership groups like AutoNation use Invoca’s AI-powered revenue execution platform to capture the insights they need from phone calls to improve marketing ROI, caller experiences, and lead conversion rates. Invoca gives you comprehensive analytics on every caller and conversation – and thanks to our no-code integration with VinSolutions, powerful call data from Invoca can also be passed automatically in real time to your VinSolutions CRM to complete your view of each customer’s journey.

This blog explains how using Invoca and VinSolutions together gives dealership groups the data to drive more phone leads from their marketing and convert more of those callers to sales and fixed ops revenue.

Invoca Provides AI-Powered Conversation Analytics for Every Phone Lead

The Invoca platform combines best-in-class call tracking with AI-driven conversation analytics to provide dealerships with the most comprehensive data on phone leads. If you are new to Invoca, here is some of the data Invoca captures for every call: 

• Caller profile: The caller’s phone number, name, email and mailing address, age, gender, and other demographic data. 
• Marketing source: What channel, campaign, ad variation, keyword search, email, direct mail, or other marketing source drove the call. 
• Website interaction: The caller’s complete activity on your website, including what page they called from and any information they provided. 
• Answer status: If the caller spoke to a person, if the call went unanswered, or if they left a voicemail (with analysis of the message).
• Call recordings and transcripts: All conversations are recorded and accurately transcribed.
• Conversation insights: Invoca’s AI analyses the conversation for the insights you care about, including the caller’s lead intent, what vehicle, service, or part they are calling about, if they converted on the call, and more.
• Call handling scoring: AI identifies who answered the call and scores their performance – from greetings and objection handling to asking for appointments and closings – to measure what they’re doing well and what areas to improve.

Invoca’s VinSolutions Integration Captures Actionable Insights From Phone Leads in Your CRM

Integrating phone call data from Invoca with VinSolutions and using insights from both solutions helps dealership groups significantly improve marketing and sales results. 

Benefits for Dealership Marketing Teams

• Accurately Measure Marketing ROI: Track the marketing source of every phone lead in VinSolutions and how well they convert to test drives, service appointments, and revenue. View complete data on all leads and their value in VinSolutions to prove the full impact of your marketing on business results and measure the real ROI from every marketing activity. 
• Increase Revenue Without Increasing Ad Spend: Having comprehensive data on the value of all your leads — both phone calls and web forms — helps marketers to know how to shift ad spend to what’s driving the best results. You can generate more appointments and revenue from your marketing without increasing spend.
• Improve Google Ads Smart Bidding Results: Feed Google’s Smart Bidding algorithm exact data on the value of the phone calls you drive from Google Ads. For vehicle sales campaigns, for example, Google will know exactly how your ads and keywords drive calls from car buying leads, if the calls result in test drives, and any revenue generated from callers. It enables Google’s smart bidding algorithm to make the best decisions to drive the most conversions at the best value. 

• Convert More Leads to Test Drives and Repair Orders: Use insights from phone conversations captured by Invoca’s AI to determine how best to message to leads. For example, add phone leads who didn’t convert on the call to the right search, social, email, or direct mail campaigns to get them to re-engage and book a test drive or service appointment. You can also suppress callers who weren’t leads or already converted from seeing your ads.

Benefits for Sales, Fixed Ops, and BDCs

• Enhance Lead Management: Track all incoming calls in VinSolutions and link them directly to Leads and Contacts to better manage phone leads and get a comprehensive view of your customers and revenue opportunities.
• Improve Lead Follow-Ups: Prioritise lead follow-up activities based on call outcomes, estimated, phone lead value, and likelihood to convert. For example, for missed calls, Invoca can pass to VinSolutions the marketing source of the call), so you can call back those leads from higher-intent marketing sources first. 
• Enhance Sales Reporting and Analytics: Get detailed reports and analytics based on call data in Invoca. Track key metrics to measure performance, identify bottlenecks, and optimise your sales and fixed ops strategies for better results.

Next Steps for Getting Actionable Phone Lead Data Into VinSolutions CRM

Integrating Invoca with VinSolutions gives dealership groups the phone lead data needed to significantly improve marketing and sales results. To learn more automotive sales and marketing best practices, download a copy of The New Auto Dealership Playbook for Phone Leads.

Want to see Invoca's solution for dealership groups in action? Request a personal demo today.