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Leveraging Social Media in your CRM | Attention to Detail

Leveraging Social Media in your CRM | Attention to Detail

We are currently using iMagic Lab in our dealer group and they offer a great feature that I am not sure many car dealers use or understand. Now a days, CRM's have the ability to take the customers email address and scan numerous social media and websites to find them. They may be on facebook or amazon. With this information you can find any hobbies, photos, and other things people like to post.

This is some GOOD CIA type Stuff!!

But if used the correct way, The sky is the limit.

Example...
Say you are working a deal with a guy names Erik who is a HUGE Nets fan. Erik tells you that he is shopping your dealer with two other dealers in the area. Your communication is ongoing and finally Erik tells you that he is ready to make a move and he wants to pull the trigger.

The way we work this is by doing a quick search of Erik to see if we can find any information about him. We see pictures of Erik at the Nets game in his Deron Williams jersey with a little boy. Could be his son, maybe a nephew... whatever. We jump back into the email and say "Listen Erik, we want to make this happen for you. Here is the deal... You come down today and purchase this Brand New Chevy Cruze from us and I have 2 tickets to the Nets vs Bobcats game for Friday night. Lets face it, Bobcats stink, tickets are dirt cheap, but Erik likes them anyway. He goes to the game and he enjoys his time with the little guy.

You have just accomplished many things. 1. You did something good for someone that no one else would have! You took time to figure out what your customer likes and what he enjoys to do. He will never forget that! 2. You made a lasting impression on him. I can see his facebook post now... "Just drove my NEW CRUZE to the Nets game cause they also gave me 2 Tickets!! Thank you ABC Motors, you guys are great!" WOW!! HUGE Social Media recognition. 3. You just sold a car... You pushed metal off your lot and stole it away from a competitor.

PAY ATTENTION TO DETAIL in every way you can. We live in a world where information is at our finger tips. EMBRACE it. Think outside the box. Know your customers and what they like. Know what they do not like. Apple said "Think Differently" and I will tell you first hand I am no Steve Jobs, but try to think like him.

*NOTE: every dealership has a few creepy salesman that probably should not know about the feature!

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Comment by Aaron Wirtz on January 3, 2013 at 11:32am

Interesting...

Comment by Martin L D'Amato on January 3, 2013 at 11:28am

60-70 percentage of our customers we can find using the tool.

Comment by Aaron Wirtz on January 3, 2013 at 11:26am

How often would you say you get results returned when you use that feature? It rarely returns anything on our people, and when it does, often the info is very old (MySpace posts from 2009). 

Comment by Martin L D'Amato on January 3, 2013 at 11:23am

Yes, that is the feature in iMagic.

Comment by Aaron Wirtz on January 3, 2013 at 11:22am

Martin--Thanks for the post. Are you referring to the binoculars icon next to the email address field in iMagic? 

Comment by Martin L D'Amato on January 3, 2013 at 11:18am

Stan I appreciate the input. Great feature that is rarely, if ever used. KNOW THY CUSTOMER.

Comment by Stan Sher on January 3, 2013 at 11:05am

Glad to see someone else does it like me.  You and I think very much alike buddy boy!

VinSolutions was the first to create a feature like this.  I teach this practice as part of my internet lead management process and classes.

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