How to Manage Leads at 100mph With Lorenzo Automotores

Intro: We sit down with Lorenzo Automotres’ Jorje Rojas, who works in the online marketing department, to discuss their sales process. 

Getting in your vehicle, turning the keys and driving wherever you feel like is a freeing experience.

For us to keep driving the cars we love, however, someone needs to make them. Once they’re built, people have to buy them.

Step up Lorenzo Automotores, a South American car sales company with a distinct Italian flavor. And those Italian vibes come in the form of Fiat, which the Argentinian company sell starting from 0 km.

How to Manage Leads in the automobile industry

The Car Sales Process

Recently, there has been a shift from the showroom to digital, with an increasing number of customers buying their vehicles online. To prepare for this change, Lorenzo Automotores use’s lead management software to keep track of their sales process.

Our Customer Success for LATAM, Yanina Baglieri, caught up with Jorje Rojas, who works in the marketing department at Lorenzo Automotores. They spoke about the changes the automobile industry faces and how they are getting ready for the transition.

Yanina: Hi Jorje. Tell us a bit more about Lorenzo Automotores, as well as your own story

My name is Jorje Rojas, and I have worked in online marketing for over seven years now. Currently, I am working in the online marketing department for Lorenzo Automotores. My role is to transition the shift from conventional sales to digital.

How to Manage Leads in the automobile industry

Jorje Rojas

Lorenzo Automotores allows us to innovate and invest in modern tools so we can work with the relevant audiences. We have been in the car industry for almost 20 years now, and have three headquarters in the provinces of Mendoza and San Luis, Argentina.

How many people are in the company, and how many are in the sales department?

We are 200 employees strong, of which 80 are salespeople.

Talk us through your sales process: How does it work and how long does it take?

From the first contact, the process of selling to digital customers varies between five to 10 days. We try to respect the timing of the customer and create a purchasing process that adapts to their situation.

On the other hand, the conventional sales at the showrooms are more immediate. In some cases, the client approaches the dealership with more information than the seller. They already possess a strong purchase mentality.

The trend is changing, however, and customer traffic at showrooms is decreasing. We are moving to a world where sales will be 100% digital. Yet at the moment, in the cities where we work, it is still more common to buy a car at the showroom, rather than on the net.

Do you think your market has specific aspects relating to sales, and what makes you stand out from to your competitors?

The car industry in Argentina is changeable, and there is plenty of competition. Our main difference is how we sell and the shopping experience we develop with the client. This is one of the key aspects we have to work on to stand out from the competition. We support this with tools and apps that  improve the customer shopping experience.

How do you organize teamwork: Does cold calling have a dedicated team or is the salesperson responsible for the whole process?

We offer personalized attention to customers entering the digital channel. This method allows us to meet demands for the immediacy of contact, which is what the digital customer is looking for.

How to Manage Leads in the automobile industry

The traditional salespeople are changing their role within the company and converting to digital. Since it is a long process to convert a salesperson to a digital one, we have two sales teams: Digital and a conventional team.

Do you have regular team meetings? If so, how frequently do you have them and how do you track progress? Do you find your methods useful?

We have weekly meetings within our teams and also with the sales teams in each business unit of the company. At meetings, I share the experience I have in the digital area and how we can make improvements for the new type of customer.

How to Manage Leads in the automobile industry

One of the important topics is also reviewing the sales policies of the company, which vary from week to week. The meetings are positive and are key for me to convince the reps to try new tools which can help improve process

Tell me a bit more about your experience with software in relation to sales?

We have tried a few systems, but they were too complex and did not comply with the simplicity and speed we need in today’s sales teams.

If the system is too complex, you lose focus on selling. Other software we tried also lacked a mobile version, which isn’t ideal as you need to encourage more participation from the seller to have complete online access.

I also needed to solve the distribution of information in the company between sales teams. I decided we needed something with a focus on managing leads to streamline the process.

As we didn’t have much luck with previous systems, it was important to use software that salespeople actually enjoyed using. After doing some research, I liked the fact that focused on salespeople.

We are now at a place where we integrate many tools, including Facebook Ads, Google Adwords, Landing Pages and others, through Zapier. The whole process has been improved.

Tell us a bit more about your staff. What traits do you look for in a salesperson?

The characteristics that I look for have to do with the change I see in the role of the seller. A salesperson currently can’t be exclusive to sales. They must have knowledge of the digital field, know how to use certain tools, be self-taught, and have ease of learning to adapt and change quickly.

Salespeople need to understand the concept of selling and solving a customer’s pain points. It’s also good to know about the post-sales process, even if some of them aren’t directly involved with that aspect.

How has the industry changed over the last 10 years, and how has internet and technology changed your business or industry?

From the view of macroeconomic modifications, the car industry hasn’t changed much in the past few years. But now technology is evolving with autonomous, electric and hybrid cars.

How to Manage Leads in the automobile industry

In the same way, it is changing the sales process and adapting to new technologies. For the past two years, we have battled with the digital transformation to adapt to this new 2.0 era.

And how do you see it evolving over the next 12-18 months?

We started preparing a small team in digital sales to control the first actions – the future is moving all our traditional sales and process to digital.

If you could share one piece of advice to other salespeople what would it be?

What I try to share with other sellers generally is to pay attention to the new digital customer demand. That type of customer is currently growing, and the salespeople who can work with them will obviously get to manage more leads and sell more.

Thank you for your time and for providing us with your insight, Jorje. 

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