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Automotive software company Reynolds U.K. Automotive will team up with CarGurus to provide an improved lead management system for dealers.

The new service allows customers to register their interest in a vehicle for sale on the CarGurus website. This automatically generates a lead for the dealer within Reynolds’ Contact Advantage CRM and lead management platform.

This means dealers receive leads from a single source, which they can then refer to the sales department for follow-up, with the entire process logged on the CRM platform.

“Reynolds has been working with high-profile OEMs, such as Ford and Nissan, and providers that host a dealer’s vehicle stock for sale to streamline this process and deliver benefits,” said Martyn Morgan, business development manager for Reynolds U.K. Automotive.

“We believe this partnership achieves that. It’s an added value that will complement the well-established benefits of Contact Advantage,” Morgan said.

The company is one of the biggest Dealer Management System manufacturers in the world. Contact Advantage is a comprehensive CRM built to manage dealership leads and maximize sales potential.

“Dealers can target prospective car buyers through our sales channel to promote stock and as a result ensure that no lead is lost or ignored,” said Diego Sanson, vice president of international business development at CarGurus. “We believe that dealerships will also benefit from significant new efficiencies when compared to a manual, reactive approach to lead management.”