Automotive Digital Marketing

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Wouldn't it be Cool if Technology was Enough? or "Why we still need to work"

Call Tracking to CRM is all the rage right now-- and rightfully so. We have been pushing this rope for 30 years....trying to get all our leads in CRM. We know we will deliver at least 15% of the unsold follow up opportunities we act on from our CRM....and that is huge! We also know that less than 20% of our Phone Leads are entered; so it natural that there is so much chatter about 'integration'.

But... no level of automated integration technology will solve the real problem. Dealers are placing a laser focus on technology that should be the second step in the repair.

Over half of the connected sales calls in dealers today end with no permission to follow up with the customer. No contact information is earned, asked. or received. Yet we continue to allow the untrained or the unable to manage the most important 'lead' in our business. We watch every day as our representatives politely answer questions that end with a 'thank you'.

Improve or Remove

Measure your phone handlers, train them to maximize your marketing, set a certification level...and don't be afraid to take their phone away when they waste your money!

A cohesive strategy of lead management through technology and providing a valuable customer experience on the phone that creates a desire to do business will result in exponential results.

February MTD Calls Requesting New Car Sales::

Views: 160

Tags: Automotive, CRM, Call Tracking, CallRevu, KPI's, Phone Skill, Sales Calls, Telephone, Training


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Comment by Matthew Rogers on February 25, 2014 at 11:13am

I love the message here that technology alone isn't enough. I like the new saying "don't forget the human" - it's people you're dealing with, after all!

Comment by Curtis A. DeGroote on February 23, 2014 at 5:44pm

Looking at the facts you presented here it looks like we have come a long way and have a world of opportunity to improve in the future. Thanks for sharing Mr King.

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