Sales BDC Internet Lead Response Audit

Inspection template for auditing BDC internet lead handling, including first-touch response speed, follow-up cadence, and script adherence on inbound leads.

Audit Identification

• Lead record, representative, and audit window identified
  Capture the lead source, assigned BDC representative, date/time of first inquiry, and audit period being reviewed.
• Lead source is an internet lead from approved channel
  Confirm the lead originated from a tracked internet source such as website form, third-party listing, or chat inquiry.
• Audit sample includes complete communication history
  Verify the CRM record includes all calls, emails, texts, notes, and timestamps needed to evaluate response and follow-up.
• Lead status at time of review
  Document whether the lead is open, contacted, appointment set, sold, lost, or unresponsive.

First-Touch Response Speed

• First response sent within internal SLA
  Measure elapsed time from lead receipt to first outbound contact attempt or reply. Compare against the dealership's internal standard.
• First-touch occurred through appropriate channel
  Confirm the first contact used the expected channel for the lead type, such as phone, email, or text, per SOP.
• First-touch message acknowledged the customer's inquiry
  Verify the initial response references the customer's requested vehicle, service, or information and does not read as a generic blast message.
• First-touch included clear next step or call to action
  Confirm the response asked for a reply, appointment, call, or other specific next step.
• First-touch professionalism and tone
  Rate the clarity, grammar, courtesy, and professionalism of the initial response.

Follow-Up Cadence and Persistence

• Follow-up attempts documented within required cadence
  Verify the rep made contact attempts at the expected intervals during the first 24-72 hours and beyond, per SOP.
• Number of contact attempts meets minimum standard
  Count outbound attempts during the audit window and compare to the dealership's required minimum.
• Follow-up messages varied by channel and content
  Confirm the rep used a mix of calls, emails, and texts where permitted, and avoided sending duplicate or identical messages.
• Lead was not abandoned after initial attempt
  Verify the rep continued outreach after the first contact attempt until the lead was contacted, lost, or dispositioned per policy.
• Follow-up cadence aligns with CRM task schedule
  Check whether the rep completed tasks on time and did not leave overdue follow-up tasks unresolved.

Script Adherence and Conversation Quality

• Approved opening script used
  Verify the rep used the dealership-approved opening language or a substantially equivalent approved variation.
• Required qualifying questions asked
  Confirm the rep asked the required questions for needs, timeline, trade-in, financing, or appointment intent as applicable.
• Objection handling followed approved guidance
  Assess whether the rep responded to objections using approved language and did not improvise outside policy.
• No prohibited or off-script statements observed
  Confirm the rep did not make unsupported promises, pricing guarantees, misleading statements, or unauthorized commitments.

Documentation, Compliance, and Escalation

• CRM notes are complete and time-stamped
  Confirm notes clearly show contact attempts, outcomes, and next steps with accurate timestamps.
• Customer consent and communication preferences respected
  Verify texts, calls, and emails were sent in accordance with consent, opt-out, and do-not-contact requirements.
• Issues escalated to manager or sales desk when needed
  Confirm pricing questions, inventory issues, complaints, or compliance concerns were escalated according to policy.
• Corrective action or coaching note documented
  Record any deficiency, non-conformance, or coaching action needed based on the audit findings.