Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
"It's not what you have, but what you use, that makes the difference." -- Zig Zigler
I am no expert, but I'd say the #1 problem with dealerships today is that their process hasn't changed but the shopper has--or, more accurately, the dealership's lack of good process hasn't changed. As a dealer, do you have a process? Is it modern and in use? Then you're doing well, no matter what tools you have, and so better tools will only improve you. Otherwise, what is a CRM supposed to do? What is Social Media supposed to do? What is SEO for?
We all know that more shoppers and UPs become buyers if you apply a consistent and good process, but, regardless, when business was great the poor process issues didn't show as much as when business fell off.
No CRM will ever replace the skills of a good salesperson, and no technology will ever save a dealership dying from bad processes. Technology alone is a desperation move from folks who didn't get it anyway--sales still need people and good processes. Expecting a CRM to be properly used to help salespeople keep track of, contact, and sell their customers when no attention is made to correcting, improving, and USING sales processes is like hitting yourself in the head with a hammer: It will feel so good when you stop.
So, if you have no process to use The Greatest Hammer Ever that you have, don't complain at the knots on your head--especially to me or ole' Zig!