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From time to time something will still surprise me. This happened last week in Long island. I received a phone call from the dealer to meet to discuss a BDC. One of his friends had refered my company to him. I agreed to meet him. I pulled up to the dealer, nice store with good display and a Used car lot.
Once inside it was like the 80s in decor. One of the sales guys greets me and I tell him I'm there to see the owner. He gets him and we go into his office and talk for about an hour. I leave and get in the car for the ride back across 2 bridges to the office. I am shaking my head he does not have a CRM.
I shared our view on CRM. The synopsis is below.
Do you have a CRM Strategy? Part 1
Well do you?
Through the changing of dealer personnel that strategy or vision became a blur. Now that same CRM system that came with so much promise, sits on everyone’s desk top as an icon on the wallpaper.
Don’t feel that bad, you are not alone!
Growing evidence proves that only about 70% of all CRM’s currently in place are used at only their most basic levels. One of the reasons for poor performance is the lack of commitment by management; another is not enough initial training. So what do you do, scrap everything and start all over again?
Here are a few steps that will help you to get your CRM initiative going again.
Step 1. Resurrect your old strategy and analyze it. Was it over ambitious, did it include all income generating departments. Where and when did it go off track? If you cannot identify the problems, get help from an outside source. Yes it is going to cost money, but it will be money well spent!
Step 2. Get everyone on board. In order for any CRM strategy to work, you must have the full commitment of your management. This is all about staying competitive, keeping your customer base happy and creating additional income for everyone in the organization. Your managers then must bring the message to the end users (sales force, service and parts department) getting them on board as well.
Well, that fell on deaf ears. Now my dilema is he called this morning and wants us to install a BDC the sooner the better but no CRM.
Although I am not from the "greatest generation" I am a "baby boomer" and love a challenge.
I am posting this to get some advice from our community.