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The Truth About CRMs…
Customer relationship management (CRM) software is always on a dealership’s agenda in our 20 Groups, and they almost always come up in every single workshop. And this is how it should be — it is one of the most important tools and resources that a dealership has in its arsenal for automotive Internet sales. Over the last 12 years, I’ve seen Internet lead management (ILM) and CRM technology companies evolve to have amazing offerings.
But over the years I still get the same question “What is the best CRM for dealerships?” The answer is complex, because there are different “flavors” of CRM, and what’s right for one dealership can be the wrong fit for another; we’ll get to that in a moment. The goal of a CRM package is to reduce redundancy by offering with multiple tools and consolidate to one centralized platform. That means if you have multiple tools / products that do the following:
• Digital or manual showroom control system (desk log)
• Service reminders
• Permission-based e-mail campaigns
• ILM tools
• Phone up tracking system
• Inventory management system
• Call tracking software
• Service appointment system
• Data mining
• BDC campaign management
• Special finance
• Reporting and analytics
With the right CRM, you don’t need a separate tool to perform all these functions. Theoretically, the right CRM lets you consolidate all of this with a single technology platform. The benefit here is multiple. It’s certainly cheaper to pay for one CRM tool than having to purchase numerous tools individually. While an individual tool will almost always be cheaper than a full CRM, if you add up all of individual tools out there, the total cost would be much more expensive than the average cost of a CRM.
One of the most powerful benefits of using a single CRM solution, however, is the fact that all information is on one centralized platform. For example, if you have a prospect that sends an Internet Purchase Request, the CRM will have that in its database. If that prospect decides to walk in the dealership and is “logged” into the dealership’s CRM as a showroom prospect, it will be recognized immediately that that prospect was originally an “Internet opportunity.” Furthermore, if that prospect was ever in the dealership’s service department or did any type of business with that dealership, it would show up in reports. Most CRMs will calculate the amount of profit made from each customer, and the dealership can see the whole picture of a customer or prospect. This is important because if the dealership has the full picture on a situation, it can make better business decisions.
Not all CRMs are perfect fits with all dealerships, though. CRMs can be designed to focus more on one area of sales than another. If your dealership also focuses on this area, it’s a good fit. If you don’t have a particularly strong Internet sales department, but your CRM specializes in Internet lead management, that can be a bad fit. You have to do your research before committing to a CRM solution.
The best advice I can give is to stop trying to shove a round peg into a square hole. Too many dealers out there buy one tool, and then try to make it do what it wasn’t designed to do. I’ll give you an example. I have a dealer client that purchased a tool that was 100-percent designed for special finance. It was designed for a “special finance” depart ment, and was designed by a “special finance” branded company. But the dealership uses this tool for its entire store, and they depend on it for their Internet sales department. The crazy thing about this situation is that the dealership doesn’t even have a “special finance” department. They bought this tool without researching the situation, and are now paying the price.
Here are some steps you can take before you buy a CRM:
• First, simply ask yourself “What do we want or need a CRM for —Internet, sales, service, BDC?” When you answer that question, find a CRM that specializes in that area of need.
• If, for example, you have an extreme need for Internet lead management, compair CRM tools that specialize in that area with each other. Find out why they feel they specialize in ILM, and find out what credentials they have for ILM.
• Get references, and then actually call other dealers using the tool. Ask for references who aren’t in their marketing, and speak to the actual department you are investigating. Don’t ask the dealer principle or GM about Internet lead management; ask the Internet or BDC director. Get their real opinion from a day-to-day operational level.
• Accept the fact that you might need to have more than one tool. For example, I have a lot of dealer clients who have multiple tools. They might have a full CRM and an ILM tool, as well. Yes, this goes against the myth that a CRM can do everything, you’ll be better off in the long run with the right tools for your dealership.
Look at it this way: You wouldn’t go to the ophthalmologist if you had trouble breathing. The ophthalmologist is a doctor, but that’s not his specialty. Use this same mindset when selecting your CRM.
Please e-mail or call me if you have any questions about CRM or if you would like a free strategy session/assessment on your current CRM solution.
Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognized training and consulting company in the automotive industry. He can be contacted at 866.648.7400, or by e-mail at sbradley@autosuccessonline.com.
http://www.dealersynergy.com
http://www.automotiveinternetsales.com
Automotive Internet Sales Process (First 30 Days) and WHY...
Behind The Scenes
Have you ever watched a “Behind the Scenes” TV show or DVD chapter? Ever seek to find what goes on in a studio, in a locker room, or in the white house during a closed door session? Sure you have. We all do because the analytical parts of our human brain want to know how things work. Today I want to talk to you about how I…as a national phone trainer…was developed.
My name is L.A. Williams and I am a long time music producer and certified engineer. All day and night I help singers, song writers, poets, instrumentalists … people with making themselves sound great!; whether live or recorded. I gave them countless ideas, suggestions and examples of what they needed to sound like to be successful and to make the money they wanted to make. The founder of Dealer Synergy (Sean Bradley) approached me with the idea of, “I want to do the same for our industries internet coordinators.”
To add to my credibility, Sean denotes that I am visually impaired, therefore audio is my world. We agree that if I can train pop artists on how to sound good in the studio, then I can definitely train willing internet coordinators on how to sound great on the phone.
See, for blind people like me (And your phone customers), the science of communication works a little differently. We must understand that we lose the 55% body language and other visual queues, so now that normal 38% voice inflection and 7% words we use become SO much more integral in how we need to communicate. I can help the sighted community understand and implement strategies to assist with that. :) Enough with all the technical jargon…let me invite you into my personal life and show you the real reason why I could be the best individual to coach your internet coordinators.
As a visually impaired gentleman, I never really fancied going out and meeting females. I was sure I could charm them and all, but I felt unequivocally that my strength was my smooth, deep, richly textured voice. I knew that I had great conversational skills and would meet lots of women on chat lines. Follow me now, the whole purpose of talking on the phone with these ladies was to get a face to face meeting. I engaged them in great conversation, I was patient and allowed them to talk and express themselves, I answered their questions and gave them a great value package proposition. By the time we met in person, the deal was already done, I just had to not mess it up. That’s the power awesome internet coordinators hold.
As internet coordinators we must understand, that our job is not to cell cars over the phone. We are not directly in the product business. We are however in the business of selling appointments to meet our establishment. The comedian Chris Rock says “When you meet a person, you don’t really meet them…you meet their representative.” Let’s all make sure that we’re being great phone representatives of our dealerships.
Another saying, “You Never get a second chance to make a first impression.” Effective phone skills are essential to creating a positive first impression which sets the tone for the rest of the customer’s interaction with our organization. A telephone call is often your customer’s first impression of your organization. Don’t leave it to chance! Implement an effective phone process from Dealer Synergy and sell more cars more profitably more often!
http://www.facebook.com/dealersynergy
http://www.internetsaels20group.com
Even with all the training and skills possible, sometimes we run into a customer on the phone that says they will “try to stop in sometime this weekend” or “I will make it there when I can”.
When only 11-14% of all of our phone call attempts result in a contact, we try to make sure that every one counts, and try to set as many appointments as possible. It is frustrating doing everything right, and still getting that resistance from the customer to lock in a time and day to come into the dealership like we want them to.
So how do we get around that and get the customer to do what WE want them to do? The answer is very simple! Put aside what we want for a second, and let’s identify what the customer wants – a smooth and easy purchasing process…right?!
We need to create the benefit for the customer and make it make sense for them to set an appointment with us, and tell them WHY it will help them have a great car buying experience. Here are some phrases that we can use to do that:
- This is what we do for our special internet customers:
- We would like to have the vehicle we spoke about ready for you
- We would like to have a Sales Manager ready for you
- We would like to make sure that you are not waiting around and assure you that purchasing a car doesn’t have to be an all-day process
Creating a benefit and convenience for the customer will more often than not have them do exactly what you want them to do; not because it’s what you want, but because you are creating a scenario and service level that exceeded their expectations, and created a preference for them to make them feel like an important “VIP” customer!
Happy Selling!!
Andy Fedo
VP of Training
Jeep® Brand Reaches Major Social Media Milestone: First Domestic Automotive Brand With More Than 1 Million Facebook Fans
SOURCE Chrysler Group LLC
AUBURN HILLS, Mich., Feb 18, 2011 /PRNewswire/ -- The Jeep® brand reached an unprecedented domestic automotive milestone today, as fans on the brand's Facebook page reached and surpassed the 1 million mark. In achieving more than 1 million fans on its Facebook page, the Jeep brand exceeds the next closest domestic automotive brand fan's total by more than 450,000.
"We are honored to be the first and only domestic automotive brand that can claim more than 1 million Facebook fans," said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. "This reinforces the fact that Jeep is clearly one of the most well-known and loved brands throughout the world, and comes as we continue to gain sales momentum and begin to celebrate the 70th anniversary of the brand."
In 2010, the Jeep brand experienced triple digit growth in its fan base on Facebook. The brand continues to foster a vibrant and innovative social community for its passionate fans and owners. In July, Jeep brand fans tested the size limits of Facebook's photo album, "Photos by Others." Fans exceeded the 20,000 photo-limit resulting in a need for Facebook to accommodate the increased number of images.
Along with Facebook, the Jeep brand's social media initiatives include presence on Twitter, You Tube and foursquare web sites. The Jeep brand was the first automotive brand to have an official profile on foursquare.com, the popular location-based social network that allows users to "check-in" at any location. The official Jeep brand You Tube channel is among the top 10 sponsored-channels with over 4.3 million video views.
In 2010, Jeep vehicle sales improved 24 percent globally, and 26 percent in the U.S. versus 2009, with double-digit sales gains for each vehicle in the brand's lineup.
For 2011, Jeep has introduced all-new or significantly refreshed versions of each of its vehicles. With the greatest range of SUVs under one brand, the Jeep vehicle portfolio consists of:
- Compass: A compact SUV with a new sophisticated, premium design for 2011, the Jeep Compass delivers unsurpassed 4x4 fuel economy, freedom, utility, and Jeep 4x4 cachet and capability, all at a terrific value
- Grand Cherokee: The most capable and luxurious Grand Cherokee ever, balancing legendary Jeep capability with sophistication to deliver a premium driving experience for all adventures
- Liberty: The mid-size SUV from Jeep that offers Jeep Trail Rated® 4x4 capability combined with on-road refinement and numerous innovative features, including the industry-exclusive full-length Sky Slider® open canvas roof
- Patriot: A compact SUV delivering the fun, adventure and value only Jeep can offer, with unsurpassed 4x4 fuel economy and segment leading capability
- Wrangler: The icon of the Jeep brand, it remains true to its heritage as the original fun-and-freedom machine. For 2011, it boasts an all-new interior, and an available premium body color hardtop for Sahara models
- Wrangler Unlimited: The only four-door convertible SUV on the market with room for five adult passengers, Wrangler Unlimited receives an all-new interior for 2011 and an available premium body color hardtop for Sahara models
Jeep Brand
Built on seven decades of legendary heritage, Jeep is the authentic sport-utility vehicle (SUV) with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.
Whether identified by their ownership of multiple Jeep vehicles, or their regular attendance at branded events, or by their abundance of Jeep gear – branded products from clothing to baby strollers – Jeep owners all have one common trait: a Jeep vehicle delivering benchmark, all-weather capability that allows them to go anywhere and do anything. It's not unusual to see Jeep owners sporting a bumper sticker that reads, "It's a Jeep thing...you wouldn't understand."
To meet consumer demand around the world, all Jeep models are sold outside North America – and all are available in right-hand drive versions and with gasoline and diesel powertrain options. Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world.
©2011 PR Newswire. All Rights Reserved.
http://www.internetsales20group.com
Sorry for ANY inconvenience but we pushed back the 20 Group 1 week. We have been overwhelemed with NEW Dealership Clients since NADA and wanted to properly prepare for this event!
The Internet Sales 20 group is in the same location (Philadelphia), the same hotel (The Radisson)...
I am excited to share that this 20 Group is going to be Co-Modereated by myself as well as with the President of Peruzzi Toyoa Bill Finocchiaro.
*** You DO NOT want to miss this Internet Sales 20 Group!
http://www.facebook.com/seanvbradley
"Feel, Felt, Found" Automotive Internet Sales Objections, Expectations & Rebuttals - Sean V. Bradley, CEO of Dealer Synergy and creator of AIS
Do You have a Social Media Employee Policy At Your Dealership...? You Better Create one ASAP!!
I think that got your attention...
*** This is VERY important ***
Every dealership should have a "Social Media" EMPLOYEE USE Policy. What I mean by that is that EVERY Employee at the dealership (Front and Back) needs to know about Social Media and its effect it can have for the dealership during work hours and OFF work hours.
"Off Work Hours" ????? Confused...?
Let me give you an example... a REAL example, not just a cool story to throw in for training and impact reasons...
I had a dealer client call me a while ago and tell me he had a "unique" problem. I was intrigued and asked him what happened. The dealer goes on to tell me that he had a voice mail from a very upset woman. And then he went on to detail the voice mail. It turns out the woman came into the dealership to purchase a vehicle and was working with a sales person. She did not buy the vehicle there, but was very interested in purchasing from them. So, she went home to "think about it" she went online and "Googled" her sales person's name... You won't believe what showed up on the FIRST page of Google... The sales person's MySpace Page. The woman "Clicked" the link and right there on the sales person's TOP of his MySpace page was the Sales Person smoking a "Marijuana Bong" (TRUE STORY) and the CAPTION on the Photo Read "Party Animal" - WOW!!! The woman was very disturbed that this person worked at the dealership and she did NOT want to do business with him or ANYONE that employed a "Drug Addict". It did not matter that the dealership had no idea what the employee did on his own time. It did not matter the sales person was one of the top earners in the dealership, it did not matter that the dealer was a great guy and helped a lot of people in the community. It ONLY mattered what her perception of the dealership was at this point. And what she told the dealer in that message stung him... She said she was a 50 year old woman and if she can "Google" her sales person in 5 minutes then SHAME on the dealership for not doing a better job hiring people that represent their establishment... Ouch, what can you say to that?
The sales person had NO idea that their "Off Work" antics, habits, exploits would EVERY hurt the dealership that he worked at or was trying to build a career at. Some might say it is NONE of ANYONE'S business what they do AFTER work... or while they are NOT working.
*** The problem with that is that if a person, a sales person, service, office person posts their life, posts their beliefs, posts their antics for the public. Then is NOT "Their Private Life" anymore... especially if they work at a MULTI-Million Dollar establishment. There is WAY too much at stake here so I iMPLORE you to pay attention to your dealership and your employees.
Here is what I suggest:
Immediately create a Dealership "Social Media Employee Use Policy" something that states that if you are employed at ABC Motors, you AGREE NOT to post ANYTHING compromising online, specifically Social Media sites like Facebook, Twitter, MySpace, Tumblr, Flickr, YouTube etc... If employees choose to have accounts like these they MUST EITHER Post PG - PG13 Content OR KEEP Your Account on "PRIVATE". This also goes about personal beliefs about sensitive subjects.
Then after you create the policy, have the dealership's attorney create a formal agreement and put it into the employee handbook and make sure they all sign off on it.
* This might seem extreme BUT please think of YOUR Dealership RIGHT NOW and YOUR Employees... ALL of THEM. Can you imagine if you left your dealership's reputation uncensored online, allowed employees post anything and everything without educating them of the harm to themselves and the dealership's reputation unintentionally. PLEASE believe that Facebook, MySpace, Flickr, PhotoBucket, Ning, YouTube, Twitter, Tumblr... ALL of these site INDEX WELL!!! Meaning, that they show up on GOOGLE, MSN, AOL, BING etc... VERY VERY Well.
Protect your reputation-
*** Here is a COOL idea:
When you are about to hire someone... BEFORE you do, "Google" Them, "Facebook" them, "Twitter" them etc... Use the Internet as your own personal FBI Background Check :)
If you have any questions or if you would like some more information on how to secure your dealership's Online Reputation or if you need help educating your employees of Social Media / Online Reputation please email me at seanb@dealersynergy.com It would be my pleasure to help you.
