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Throw your CRM away. A CRM often becomes too much like a multitasking Swiss Army knife, when what you need to really sell more cars is something simple and powerful. 

As CRM vendors bolt on different applications, the proverbial Swiss Army Knife philosophy emerges. Is it practical for cutting a steak? Or is it a 12-in-one  tool with pliers, toothpicks, tweezers, and multiple blades – something complicated and bulky and not as simple as a serrated steak knife? 

Another problem with traditional CRM systems is housekeeping. They too often become just a dusty closest for data. Customer information is tossed in and forgotten, to be rediscovered perhaps during an annual clean up. 

How does that help sell more cars, retain customers and otherwise do you any good?  It simply doesn’t.

Here’s a better purpose for that CRM acronym -- customer reengagement management. This technology is different, designed to drive profits assertively from the customer data your dealership has captured over the years.

Change dealership data from closet fodder to profitability -- and use it to sell an additional 10 to 100 vehicles a month from your existing customers! A CRM can’t do that. 

This technology does more than store contact information for sending follow-up communications and service reminders. Its most profitable function is searching your database for hot sales opportunities you can harvest today. 

This is true equity mining, lease-expiration sourcing, and inactive service customer
. This technology helps your dealership make the right offers to the right customers at the right times to sell more vehicles and service! 

Can your CRM do that? Some might say so, but if you want to really enjoy steak, use a serrated steak knife not a multitasking Swiss Army knife. 

Jeff Cotton is Vice President and Co-Founder of AutoAlert, Inc., a leading customer database analysis and sales strategies company. He is a former sales professional with Fletcher Jones Motor Cars. Contact him at and visit



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Tags: AutoAlert, CRM, CSI, car-sales, cotton, customer, engagement, profits, retention, sales


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