Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Phone process is arguably the most common customer contact. It drives our Market Share and our Customer Retention. But would you agree that most automotive dealerships fail to come even close to the chosen CRM’s potential to increase our profitability?
Main CRM killers
What could be the cause(s) of less than 20% "Activated" sales calls into your CRM tool? What percentage of new leads registered in your CRM do you sell? How does that affect your fixed operations? What is the best source of leads for potential marketing campaigns? Why do we as an industry continue to allow our profitability to be impacted by what would seem to be an easy fix? --Because it is NOT easy!
Programmed to Fail
There are only 2 reasons for this critical failure:
Ensuring that all your sales representatives adhere to your CRM guidelines has been like ‘pushing a rope.’ Dealers have allowed their Sales Teams to fail at follow up since the “Tickle File” box of index cards. We revere the talented souls that make our businesses successful, and have often just accepted that these same folks are simply not going to adhere to our policies...even to the point that many dealers have hired teams of lead managers (BDC) to do it for them!
In a recent study of 2 Million Dealership Calls, it was revealed that 30% of the 722,000 Sales Calls that came into dealerships never spoke to the Sales Department or Sales Representative they requested. Now add to that that half of those that did were not asked or did not provide their contact information, making it virtually impossible to follow up or activate in the CRM.
Statistics Say It All
We have always fixed what we have measured
What ROI might be available if we fix this leak?
The state of the art in CRM's is phenomenal....well adhered to they are arguably among the most effective money dealers spend.
Most will agree that we sell 10% (plus) of the leads we manage through CRM adherence. An increase from 20 Sales Calls out of 100 to even 80 of 100, activated in the CRM tool will bring at least 6 Sales for each 100 Sales Calls. And the fix is FREE! Now that's an ROI!