When it comes to Customer Relationship Management (CRM), most
car salespeople need an "eye exam." They suffer from being short
sighted. It seems their vision cannot see any further than the
next UP, the next walk-in.
My first sales manager told me "He who has the largest Rolodex
wins". In one form or another, that is what most auto and RV
sales managers still voice several times a year. Although the
Rolodex is now automated, the idea holds strong. A system for
storing contact information. CRM expands it to include a process
so salespeople can stay in touch with sold customers and a
timely system for staying on top of prospects. When embraced,
CRM is worth big bucks.
The problem for many salespeople is the elephant syndrome.
Customer Relationship Management sounds labor intensive. Hence,
most auto and RV sales consultants work at finding ways to short
circuit rather than embrace CRM. What is it? For any auto
salesperson, with the least bit of smarts, CRM is a money
machine.
With minimal change, Customer Relationship Management can be the
million dollar Rolodex for any career RV or auto sales
consultant. Let's say you, as an auto salesperson, are now
keeping a copy of your contact sheets. Contact sheets are pretty
generic. Email me for a FREE sample. And, even for pay purposes,
you are likely keeping a copy of your deal sheets.
Regardless of what you call your worksheet, the following is
basic information:
Name
Address
Contact telephone number
Email address
That's it. Not too complicated. Four lines, the foundation of a
CRM system. Sure, it is the bare bones. But you have enough
information to reach the person.
Okay what do I say when I call, says you? That depends.
Are you calling a prospect or a sold customer? If a sold
customer, what make, model, and year does he have? What were the
terms, lease or finance? Having this information sure would be
beneficial, right?
If a prospect, what is she interested in? Is there a trade? A
budget? Others involved in the decision? Armed with when calling
would certainly show professionalism, wouldn't it?
And yes, how efficient it would be if you could store all of
this information in one place. A convenient location that you
could easily access. And when you pulled the file to make
contact, it would be great if you could add notes, reminders,
schedule an appointment.
So far, have we asked for anything extraordinary? Not at all. It
is stuff you, as a car salesperson, are doing now. Except maybe
you are not moving the information from your deal sheet to the
CRM software. And so you, like countless other car and RV
salespeople, are doing the daily paper-shuffle. You know, the
shuffle starts like this, "Let's see. Who should I call today?
Shuffle paper. Shuffle paper. Shuffle paper." The shuffle is
played in the key of B, for Broke. Oh, did I mention what most
paper-shufflers have in common? Small vouchers.
There is no doubt fully implemented Customer Relationship
Management is more extensive. There is the potential to
integrate service, parts, after market revenue streams, and
more. What should be clear is that implementation from the
showroom floor requires change. As a sales manager, an important
question is "Am I happy with the information I currently get on
the worksheets?" If the information is lacking there, it will
not be any better automated. A second question "Do the
salespeople understand the personal income potential CRM has to
offer?" If the answer is a "Yes" and the paperwork does not
support it, then you need to make an executive decision.
Customer Relationship Management is imperative for a progressive
auto and RV store. If you are not following up with your
prospects, someone is. If you are not building a relationship
with your sold customers, someone is. If you are not listening
to the voice of your customers through service follow ups, CSI,
and regular contact, someone else is. All things being equal,
people will buy from those they know, like, and trust. Is that
you? Perhaps an "I exam" is due.
Remember: Nothing happens until someone sells something.
Sales Champions Make It Happen!
Source: Jeffrey Doucet
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