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Who is going to be the most ideal customer to attract, most likely to purchase from your dealership?
The question so many ask, and so many wish they had the answer to. The obvious answer would be an existing customer, preferably one who purchased their most recent vehicle from you. Your dealership has already built a relationship with the costumer. But in most dealerships, it's not that easy. And while purchasing leads and advertising is a part of the marketplace game, there should always be a lookout strategy for new opportunities. For instance, there’s a wealth of equity hiding in plain sight, patiently waiting to be mined out of the dealership CRM.
Here's three strategies on how to sell more cars using the CRM. So grab a shovel, it’s time to get digging...
1. Target Sold Lease Customers.
When a customer leases a car from the dealership, there is a massive advantage of knowing the exact date that the customer will be returning the vehicle. So, it is not “pushy” to regularly check in on their plans for their next vehicle and how you can help them with an easy transition. By continuously reminding them that they need to be ready to choose a new car, and most importantly, choose from your dealership, you’re taking the initiative so they don’t have too. With an intelligent CRM, sales personnel are able to build Modules to target sold lease customers. Whether it be by call, text, or email campaign, targeting lease customers through the CRM will always provide a greater ROI than purchasing leads.
2. Hit Them When They’re In For Service.
We’ve all been privy to the experience of the service department. No matter how relaxing the waiting area is, you’re still just, waiting. Regardless if the customer is leasing or has purchased, this “waiting” portion of service is the perfect time to target them for their next vehicle. If the salesperson who sold the customer their last vehicle were to be available to entertain the individual, 9 times out of 10 the customer will oblige. This gives the salesperson/dealership the ability to casually introduce the idea of the customers’ next vehicle. Using the dealership CRM can make this all possible. By having the ability to create specific campaigns based around service dates for the specific dealership clientele, a business intelligent CRM can open doors kept shut previously. The biggest barrier to getting your customer to buy their next car from you is getting them into your dealership. When they are there for service anyway, you have overcome that barrier naturally. No paying for leads - no random harassment.
3. Adopt A Customer.
Life as an orphan customer is rough. While the other customers’ sales reps are still around to play catch with them and prospect them via the various equity mining tools, orphaned customers are on their own. No longer do you need to leave these orphan customers on the streets, cold and alone with nothing but their positive equity to keep them warm. Take advantage of the tools in your CRM. There are two solid avenues to successful adoption. First, target inactive leads due to the salesperson’s absence in the dealership. You’re not stepping on anyone’s toes by contacting customers out of it. Most of them are legit equity customers, and you’re hitting the hottest ones first. Second, create a campaign. Not the normal campaign though, instead target the campaign by excluding Active Employees. This option will create a campaign based around the leads stated previously, who are inactive due to the salesperson no longer being with the dealership. Both options gives sales personnel more options through adopting customers. Remember, adoption saves deals.
No matter which strategy a dealership uses, taking full advantage of the CRM is key. It's not just for new customers, and the sooner all dealerships realize that, the better.
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