Within the automotive marketplace, the data-centric importance of a dealership has come to the forefront. One of the most essential tools in driving this type of dealership, is it’s utilization of a CRM. The CRM is a tool meant to organize, track, and store all dealership data to increase the overall dealerships efficiency. No matter the size of the store, nor its number of stores in a group, implementing a properly data-centric CRM can increase productivity monumentally, when used efficiently. To ensure the effectiveness of the CRM, however, a dealership must first maintain the strategy of implementing a CRM which provides a consistent, accurate, and focused module for its users.

The largest hurdle in many dealerships gaining the efficiency needed in a data-centric CRM, is the dealership itself. All personnel must adhere to a different methodology when focusing on the data portions of customer management. When done correctly, the entire dealership will benefit dramatically. There are four specific means to a more efficient CRM; reviewing these mechanisms will help dealers improve the current CRM, or begin the process of finding one which provides these necessary benefits.

Utilizing a Lead Scoring System. When using a CRM, one focused area to look for is a Lead Scoring System. This function is essential in the successful communication between sales personnel and the customer. Scoring leads as they progress through the system, and using data algorithms to do so, allows the best leads to rise to the top of the queue. A lead score will provide the representative the opportunity to view how frequently the consumer has engaged. As well as the time of day and type of contact method should be used for a more successful communication. When leads are placed in a scoring system, sales personnel spend less time with an aimlessly directed route, which in the end will provide a greater fluidity to lead conversion.

Providing Lead Social Data. Social media is a Goliath of information on the consumer, yet many dealerships do not, or cannot, utilize the information that is laid forth. More than 50% of consumers interact with brands through a social media platform. While a strong social media strategy is an enormous importance for ALL dealerships, in this specific facet, it is the gathering of information on social media which takes precedence. The dealership’s CRM needs to encompass the ability to pull this information from the consumer, from beginning to end of the deal. Because, when a CRM keeps an updated social profile on the consumer, a consumer relationship is forged, and through the CRM, it is handed off to the salesperson.

One Location For Updating Lead Data. Within the dealership’s CRM, one function that is often overlooked, is that of a centrally located updating system. When sales personnel update system information such as notes, preferred phone numbers, etc., it should not matter what device or platform it is done on. When shopping for a CRM, having the ability to have information sync across all platforms is a must-have. This ideology seems straightforward, however, too many still don’t operate with this mentality. Causing personnel to have mixed notations throughout multiple access points to their CRM.

Using Intelligent Dashboards & Smart Analysis. In many CRM’s and other dealership tools, personnel are provided with predefined reports and analytics. There may have been a time where this was suitable, but in such a data-driven dealership marketplace, it cannot exist. A CRM must encompass a truly customizable dashboard, with a smart and intelligently designed reporting system. When individual sales representatives have individually customized tools, each representative can utilize the portions that work best for each; one size does not fit all. In addition, this type of advanced tool is not just for the sales side of the dealership, but in fact a management tool as well. With customizable reporting, management can utilize this not just as a motivational tool, but also to find the less successful employees, easier.

Between scoring leads, using social media, centrally located systems, with intelligence and AI, there are specific functions a CRM should perform and encompass. When a dealership utilizes this format and type of advanced system, if used correctly, the benefits can be exponentially profitable.

In every dealership, there tends to be certain stand-out sales personnel. These individuals have the experience to coordinate their knowledge of the dealership industry with an organization level that allows them to excel in their daily tasks. On the other hands, every dealership will also carry with it personnel who act in the opposite manner when compared to the “top” employees. Certain characteristics will differentiate these two sales types, and whether they possess these traits or not. When the dealership tools have been utilized, and the dealership is running on a smooth path, then, and usually only then, will the sales performances truly stand out. Looking for key elements of what excellent salespeople will possess will help to keep them reaching monthly goals, as well as provide better management for those who are not making the grade.

•  Knowledge is power. When a consumer arrives at the dealership, they have done extensive research on the specific vehicles they are interested in. However, this research does not usually extend past make, model, year, and imagery. When a salesperson addresses the consumer about a vehicle, they should have knowledge of that vehicle, and every other on the lot. When a staff member has no knowledge of the car, and says as much to the consumer, the intelligence of the entire dealership is put into question. When appointments are made, especially, sales personnel must use this time to revisit the vehicle in question and re-establish themselves with a better understanding of it. It will benefit the chances of a sale as well as preventing the dealership from looking foolish.

•  Organization is Key. When succeeding inside the dealership world, sales personnel who truly succeed are those who stay organized. This does not always mean they are using specific organizational tools or programs, though. In many cases the excelling salespeople in this industry are those who utilize the most advanced tools that the dealership uses, such as the CRM. No sales staff member will be hitting the top numbers every month without a beneficial CRM. It’s the individuals who take the time and effort to familiarize themselves with this type of tool who will always have a step ahead of the rest.

•  Scheduling creates chances. No matter what type of sales role, scheduling will create more chances to communicate with leads and close more deals. In some cases, sales representatives will follow a strict schedule, such as setting meetings when the finance department will be less busy, or not making any calls during a specific time-frame. This schedule can be broken, but an overall timeline set in place keeps every day running at a more efficient rate.

•  Attitude has a crucial effect on the consumer. This is a simple statement; be positive or be somewhere else. Even if the consumer is frustrated or frustrating, the sales attitude must stay on point and positive. Many who enter the dealership have already created a notion of what a dealership experience is like. It’s up to the sales staff to curb this mentality, and when speaking of attitude, there is only one option. Top sales representatives will always present themselves in a positive manner, and if certain staff cannot achieve this, they have no place speaking with the consumer.

Essentially, there a dozens of different methods and ideologies that allows certain sales personnel to stand out above others. They include sub-methods and breakouts of different ways of acting and thinking. However, it’s all down to a basic ability to utilize representatives who can properly prospect a lead, meet and build a rapport with the consumer, provide useful information, and create the sale. Not every person can work day in and day out in the dealership. However, with certain dealership tools, along with the right personality, many sales personnel can achieve higher standards.

With competition continuously growing in the dealership industry, dealerships are having to take advantage of different methods and make a change in certain ideologies. This can be anything from upgrading the dealership’s CRM, to utilizing a vendors’ targeted email marketing tools. However, no matter which methods are used in an effort to stay competitive, there will still be a basic set of rules that will help to prevent competitors from taking business. These rules will help to maintain current customers, as well as attract new consumers that otherwise could walk into the competitors store.

The consumers online experience must carry an ease of use unmatched by competitors. With the largest percentage of online research in the automotive industry’s history, and the majority of consumers’ minds already made up regarding vehicle decisions even before stepping into the dealership, it is extremely important to have a positive user experience. With the dealership’s website set up properly, the overall goal will be for leads to be funneled into the dealerships CRM and to the BDC/Internet Department/etc. Dealerships that succeed provide a path for the consumer to function at ease throughout the dealer’s website, ultimately to fill out forms or request more information. In addition, high quality photography and dealership videos will set the store apart from any others not providing such content.

First Impressions create the relationship between the consumer and the dealership. The importance of the dealership greeting is uniquely key, because unlike any other industry, consumers already have a mindset against the dealership. It’s up to each specific store to change this mindset. Customers are far more likely to purchase from a dealership that gives a warm welcome; one in which they are positively assisted by the dealership staff. In this greeting, though, there is a balance that must be kept in mind. There needs to be a median between multiple sales staff greeting all at once and a customer walking around the lot with no interaction. Once that balance is found, and the greeting is put into place, the first impression is standard. Consumers can then begin to change their mindset of what a dealership experience can become.

Sales follow-up must be customizable to each consumer. When it comes to sales follow-ups, there are a few general rules to keep in mind; keep in contact but do not pester the lead. The middle ground here is finding how each consumer would benefit from a follow-up. Some customers need the reminder more than others, it’s up to the dealership sales staff, and the CRM, to complement each other to find the best practice. However, many dealerships do not track follow-ups as well as they could be. For example, with an advanced CRM, the sales personnel have the ability to track calls, emails, texts, even email campaigns, that have been sent to each consumer. This better prepares each salesperson and allows the entire dealership to come off as an intelligent resource rather than a pestering sales machine.

The post-sale behavior should mirror that same methodology as the sale itself. Once the vehicle has been sold, the job has not been completed. The first impression and follow-up processes have led to the sale, however everyone knows someone, and reviews/referrals are key to the growing success of a dealership’s sales. When a customer drives off of the lot, it’s up to that salesperson, and or management to keep in contact, slightly. From inquiring into the happiness of the customer with the new vehicle, to pointing them in the direction of the review process; the post-sale etiquette can create a multitude of new business that otherwise could be lost to competitors.

There should be a revolving door between the sales and service departments. The goal for every dealership should be to create a customer for life. Every salesperson should keep this in mind, every sale. Once the sale has been made, the vehicles service will most likely be done at that same dealership. It’s up to the sales staff to keep in contact with the customer as they come into the dealerships service department. Having that relationship built will better the chances of that same customer repurchasing from that same dealer. If the service customer hasn’t previously purchased a vehicle from that dealership, there is an opportunity to build a new relationship which could become a future customer. When the sales and service departments are onboard with the same mentality, both will thrive. However, as some may practice, separating these departments can create a gap where customers can fall into.

With the growing competition of products and vendors available to all dealerships, it’s key for there to be stand out procedures inside the dealership to help it stand out from the rest. Basic adjustments can make large strides in the attitude and mentality that the consumer has toward the dealership. Whether consumers have direct contact with these processes, or are referred because of them, the dealership will benefit as a whole.

With the immense amount of access given to the consumer, regarding vehicle research, the dealership hours of operation no longer apply. Whether it be midweek or weekend, morning or night; car shopping can take place anytime and anywhere. This creates a large competition with local dealerships, and as competition increases the need for dependable and productive sales personnel is key. However, the only way that the dealership can handle the consumers access is to have an ability to access their CRM at work, at home, and everywhere in-between. Basically, leads don’t stop when you’re at lunch, or over the weekend. A sustainable dealership will have top personnel who essentially “go the extra mile”. For this to be possible, the dealership’s CRM must be mobile. There are multiple benefits that come with a mobile CRM, however today we will be looking at 4 specific rewards the dealership will receive.

• Immediate access to enter and/or update information. No matter where the salesperson may be, they should never be without the ability to enter information. If the sales staff are on the lot, and find themselves communicating with a customer, the last thing the customer wants to do is to walk away from the vehicle to sit at the desk. With a mobile CRM, fully integrated in app form, never again will the consumer slip away due to an uncomfortable attitude toward the dealership and the process. When everything can be done over a smart phone, the salesperson can tailor each sale to that particular customer. 

• Better focus and preparation. When the desktop of the CRM offers the detailed lead profiles, calendars, desking tools, etc., the simple fact is that the mobile version should as well. For example, if you’re away from your desk and alerts appear on the screen, they should be appearing in the palm of your hands. Too many leads have not been converted to customers because of cracks in the dealership’s systems. The ability to utilize a mobile CRM means all sales personnel and management can be away from the desk, away from the store, and still have the ability to create fluid communication with the consumer.

• More deals, less time. The dealership can cause many sales representatives to essentially overwork themselves, for the wrong reasons. When sales staff have a multitude of tasks and all must be completed at the desk, other items can fall behind and even get lost in the day. When the staff has the ability to effortlessly access the CRM on a mobile device, multiple deals can be worked on from outside the normal work area. When a sales team finds themselves on the lot, and a potential deal is alerting a salesperson, the deal can be moved forward faster and just as efficiently as if the sales representative were chained to their desk.

• 24/7 management oversight. Dealership management cannot be involved in every deal, with all happenings, every minute of every day. Having said that, management should have access to oversee what has happened. All tasks, and all items, of every staff member, at any point. Most importantly however, this should be able to be accessed no matter where management find themselves. Managers need to work outside of the dealership in many cases, and having complete transparency from a mobile device gives the departments a level of accountability. This otherwise would not be kept as high, when it takes management being in the dealership to do so.

The modern sales people must have access to the information they need, when they need it. Keeping competitive with other dealerships requires a level of change. This change comes in the form of technology, and what it can do for the complete success of the dealership. With a mobile CRM there is a level of competitive edge that will overtake those competitors whom are using old techniques and old technology. To keep current and continue a sustainable growth, dealerships must adhere to the “musts” for the dealership. A TRULY mobile CRM is a must.

Today’s dealership consists of many moving parts. That hectic environment can sometimes make it seem daunting to manage the time of not only one’s self, but also the employees inside the dealership. There are a multitude of methods to do this, but it may not work similarly for everyone, especially when looking at the difference between a salesperson and a general manager. However, through the use of a 6-step program, everyone in the dealership can better themselves, their time, and the productivity that they provide.

To better explain this, we’re going to look at an ideology that has been first put in place for billionaire’s, by Chet Holmes International’s Chet Holmes and Amanda Holmes. However, the reasoning behind this billionaire thought process does not matter. What does, is the ability to apply this mentality to the dealership marketplace, especially those in a sales role. Utilizing these steps will not only provide a greater productivity level, but also allow management to take notice of which employees are not making the grade. Explaining these steps, and how to accomplish them, is as follows.

1. Touch Each Item Once, And ONLY Once. The strongest employees and leaders should be able to take immediate action, no matter the task. For a dealership to utilize this, it will create less openings where leads can fall through the cracks. Essentially, the ideology behind this is simple, whether it is an email, phone call, meeting, etc.; Take it. Deal with it. Or Delegate it. This may seem simple, but dealership employees can be somewhat procrastinating. This process can, from a management aspect, spear through employees who cannot adapt because of laziness.
2. Make A Detailed List. While life inside the dealership can be sporadic, and make it seem as if scheduling can be somewhat difficult, it is not. Simple. Making a list of the top items to be completed that specific day, to-do’s in essence, can dramatically influence the level of productivity of every employee. As in most industries, every day will be different than the previous day, but having a plan of what a salesperson can accomplish at the beginning of the day prevents a lack of completion, and opens the door for more contact to be made to leads. Creating greater conversion. And most importantly, the chance to sell more cars.
3. Allocate Each Task A Timeframe. Once the lists have been made, for instance calling leads, setting a specific timeframe for the task gives the employee a structured setting. When this is practiced, it acts much like a class. Which puts deadlines on each task. Again, and this will be a constant, it will create an accountability that otherwise could be lost in the dealership setting.
4. Plan The Day Out. With daily items listed, and time allocated, planning the day out becomes easier than ever before. This will give sales personnel, especially, the chance to set certain items at a more convenient time, rather than punching in and making calls when in fact, that time may be less convenient for the consumer. Having the plan in place, items can be marked off when completed, and give management a transparent look into the daily happenings of their employees.
5. Prioritize What Is Important. Each task can seem very important, but the fact of the matter is, many items on a salesperson’s desk are not important. Realizing what is and what isn’t is the first step to putting aside tasks that are not needed, one's that create wasted time. When it comes to large vs. small projects/tasks, if there is a prioritization around larger projects and tasks, it will actually create time to work on the smaller items.
6. Throw Things Away. Too many items are simply paperweights on the desk and memory taking up space on the computer? There are a plethora items that employees save that will never be referenced again. To better help create more time for what’s truly important, employees must have the confidence to throw things away. If employees, management, owners, etc., ask themselves if everything is necessary, odds are they will find many items are not.

These items are meant to target more productivity, and close the door on wasted time. If one employee wastes one hour every day, after one year an employee has wasted 260 hours. Which is 7 days of work. There should never be an employee, no matter the level, that is allowed a weeks worth of wasted time. It hurts the dealership as a whole, and its ability to grow. When this step-by-step process is implemented, not only do the employees' time and productivity improve exponentially, the customer wins. There will be more of an effort to provide a better customer service. Whether many would admit it or not, when the sales staff is more productive, they are better to work with. Productivity can create a happier environment. Happier employees provide a better customer experience. Sales increase, positive reviews are generated. It’s simple.

All dealerships want to have a successful sales team, one that works smoothly and efficiently. However, in so many areas this is not being tracked as well as it should be, and in some cases it’s not being tracked at all. No longer can dealership management excuse this need for accountability, given the large amount of technologically advanced software kept in place to better hold the sales team accountable. Transparency is essential, and the brutal truth is in the dealership marketplace, without a transparent employee accountability set in place, certain staff members may be able to thrive off of the dealership without bringing much to the table.

Turnover rate will always be high in this industry, but it should be SMART turnover rate. For this to happen, there must be an umbrella of oversight that can determine who is providing the most benefit for the overall dealerships’ success. As I’ve said previously, it’s the entirety of the dealership that must flourish for all personnel to succeed.

Without a transparent benchmark, a standard sales team will provide the same results when expectations are set by management. Therefore, there must be a transparent device withstanding inside the dealership; most cases this will be the dealership’s CRM. Certain CRM’s will have the ability to not only provide the overall management of sales personnel, but also give the higher-level staff the chance to take a transparent picture of the entire dealership, with no room to hide for employees. A few functions of these advanced CRM’s will be key in building a powerful sales team that will be integral in the growth of any dealership.

Warm Leads. Having the ability to provide interested leads rather than random leads will provide a stronger conversion rate than ever before. If there is a group of random leads and a salesperson “picks” a call, the chances for success is already limited. This is why the CRM is in place. If the software provides the staff with a better calling list, sales representatives will be better prepared for that lead turning into a sold customer. It’s up then to the management to oversee this process and keep the sales team on track, driving them to choose the “warm” leads rather than randomly selecting.

Pooling Leads. A CRM that pools leads will always have an advantage for the sales staff, and the management team. When the leads are put into a pool, oversight can be modified to provide better staff accountability. A CRM that can pool leads for ALL sales staff to have a chance at, create lead response reserve time, and set limits on the number of leads an employee can have at one time, will allow management a transparent view of who is succeeding on the same playing field. This function will help those staff members who are succeeding to shine through. More importantly though, this will target those employees who are struggling to shine through as well, for the wrong reasons.

Sales Representative Call Playback. Every time an internet/sales/BDC staff member makes a call, they are representing the entire dealership, and the names associated with it. This is why a crucial part of the oversight in a dealership is the transparency of call playback. With this option available in your CRM, the management staff can make certain that the brand message being portrayed by their employees is staying on-point. Managers cannot be in all places in the dealership at once, and this prevents any inappropriate and/or mishandled calls to be reviewed, and repaired if needed.

Monitor employee statistics, for all stores. When a dealership is stand alone, or part of a group, an overview of all parts is crucial. This is where your CRM fits in as the integral function. With proper access, certain management level staff will have the ability to keep accountability on not just sales staff, but also each other dealerships’ managers as well. Because, while in many instances the sales staff may be the issue when performance is low, sometimes it’s the leadership roles that are not performing. Having the ability to keep EVERYONE accountable is the only way that EVERYONE succeeds.

An advanced CRM can offer a complete picture of a dealerships operations, and also the employees involved. Certain CRM’s allow low performing staff members to hide among the successful staff, “pass the buck” on customers, and allow leads the chance to fall through the cracks. With a CRM that provides lead pools, warm leads generation, and one that prevents customer ownership, the dealership has a much more opportunistic chance of intelligent growth. In addition, some dealerships allow the sales staff to have a say in a CRM that will be used, helping in the decision of which software to choose. This must never occur. Sales personnel having a say in what CRM will be used is like asking your children if they want homework. The answer will always benefit the lazy. When choosing the CRM, base it partly on accountability and the entire dealership will see a change, for the good of everyone who’s providing a vital function.

In any dealership, no matter how large or small, the CRM should be at the core of it all. From beginning to end, from a prospect to a sold customer, using the CRM to function a sales department will save time, energy, and most importantly, money. But, no matter how many sales personnel believe that they’re working the CRM correctly, they most likely are not. Even when correctly working inside the CRM, there are small mistakes that are hindering the progress of what should be a user friendly experience. There are 3 recurring issues happening inside the dealership CRM, and curing these mistakes will help to not only cure the pains of the sales staff, but also create more leads to sell more cars.

Dealership personnel do not use the software. This isn’t to say the sales staff aren’t using it improperly, it’s the fact that some dealership staff are skipping the CRM all together. When this occurs the management are meant to enforce the use of the software, but this can be difficult when so many CRM software is not transparent enough for managerial overview. In some cases, the problematic issues actually begin with a misunderstanding of the technology, which leads the sales staff to believe that the CRM is a replacement for their positions in the dealership. While the future holds a more automated sector in the CRM hemisphere, that day has not arrived. Therefore, when the option of a CRM is at the fingertips of the sales staff, it MUST be utilized to its greatest ability. It will only assist in the success of the dealerships’ sales.

Sales staff stay inside the box. When using technology, there has to be some leeway in how it is handled. Staff will not follow a specific script in all cases. In many areas, there is an allowance of human behaviors that needs to be implemented, to better the usefulness of the software. When a “by the book” script is placed in the workings inside the CRM, and no behavioral aspect applied, the overall goals may not be met. A prime example of this situation would be a salesperson spending a week, simply going step by step in the procedures of a CRM, not taking a common sense rule into effect, and wondering why at the end of the week no cars had been sold. Almost all technology is based around some sort of human interaction, and this should be remembered when it comes to the CRM. It takes finesse to work a deal, the same goes for how to work correctly with technology.

Dealership sales personnel build the hurdles themselves. CRM technology is in place to further the sales for any dealership, but in so many dealerships the sales staff are creating the hurdles and blockades that will eventually prevent them from succeeding. When a problem appears, whether it be technological or human error, walking away from it without fixing it will always cut out any chance of succeeding. When an issue arises, most CRM’s have a support team available to help. Utilizing this can have a dramatic difference on the usage and usefulness of the CRM. If the sales staff do not approve of the CRM, and this is where the roadblock sits, it’s up to the management team to initiate a solution.

Preventing these issues is not an enormous ask, but it must be done correctly to prevent future problems from reoccurring. All of which should be done from the beginning by the CRM provider. CRM’s are meant to create an ease of use and act as a personal assistant to anyone who accesses it. Acting as another person, consistently aware of the surrounding events and providing solutions to problems. There are functions in the right CRM to ease the process of the salesperson, and allow them to sell more vehicles than ever before. Why would you not utilize these? 

There needs to be an outlook with this technology where the sales personnel use the features provided, rather than adhering to old standards, or in some cases not adhering to the CRM at all. When newer technologically advanced phones are released, we always use the new and improved functions of the phones. Why would this be any different when it comes to CRM technology. A proper automotive CRM should be easier to use than a standard smart phone. It may be difficult to understand at first, especially when the staff comes across a truly inventive CRM. However, when it is understood and applied, the CRM will think and act for itself. To understand this technology will prevent misuse of the software, and create what the CRM was put in place for from the beginning; To Sell More Cars.

In every industry, there is endless data to collect and apply to sales and marketing, all in the hopes of converting consumers to customers. Marketing strategies and campaigns, again, in any industry, can tailor this data to help drive its users down the correct path. Through all of its uses however, marketing strategies have the most in common with the goals attributed to the automotive industry. Let’s explain that a little further. This strength over any other industry comes from both the industry itself as well as the consumer. Today’s automotive shopper, almost entirely, has prepared and pre-shopped before ever stepping foot into the dealership. In doing so, this consumer has filled out forms, had discussions with sales personnel over the phone and through email, etc. All of this has a function, and this works to create a profile of the who, what, where, when, and why for the automotive consumer. And in doing this, there are factors that begin to appear, and they create the formula providing the automotive industry with a leg up above any other market. There are three specific factors stand out more than any other.

• Automotive dealerships know and are able to target a specific geographical location. Unlike businesses who are forced to target large areas of the country, multiple states, or regions, dealerships are able to excel because they know their target market’s location. Utilizing this data allows the dealership the ability to create strategic marketing campaigns that have a more personal impact on the consumer. For example, if a marketing campaign is based around the beach and sunny weather, this campaign cannot go out to consumers in Northern Minnesota. This is the downfall when other industries target market their prospective buyers. However, in the dealership market, knowing the exact location of the consumers your directing campaigns towards allows for a greater width when it comes to marketing and sales strategies. No matter what industry you’re in, a targeted geographic area will always help to focus the campaign, finding the correct niche to succeed.
• Dealerships have the ability to target specific demographics based on types of vehicles. With the large amount of data provided to dealerships about leads and their interests, demographical data begins to form. This data knowledge allows the dealership the ability to better understand what types of vehicles the consumers in their area are most interested in, allowing for more specific campaigns. For example, if the dealership is focusing on getting more luxury vehicles off of the lot, this data provided by the consumer already can be modified to create marketing strategies based on the wants/needs of luxury vehicle drivers. OEM’s have long been able to create and target certain vehicles for certain types of consumers, and dealerships have this ability as well. Essentially it allows the dealership to create a “brand” for types of vehicles, which consumers can fit into themselves. A dealership that can establish a common interest with the consumer has the ability create a greater number of leads, much more than those who targeting blindly.
• Dealerships know the optimal income level for their prime consumers. Through a multitude of sources, such as previous purchases, forms filled out, etc., dealerships can utilize income data to target specific income customers. Dealerships already utilize the knowledge of how the ranges of incomes work best for what vehicles, and in adding more data to the equation it allows the dealership to focus attention on specific campaigns. This will always result in greater and more definitive results. Without the knowledge of income level, or at the very least an income range, dealerships’ ROI is fluctuated and false, no matter how strong the campaign appears.

A more data-derived and targeted approach of marketing towards prospects will increase the ROI of all marketing campaigns. The key attribute to this success is the data though. One such factor in creating this data is the CRM that the dealership utilizes. CRM's that feature the ability to not only create the desired data, but also the ability to use social media and artificial intelligence to fill out the entire profile, are key. This combination creates a proven success rate in creating a full customer and lead profile, allowing dealerships the chance to market more efficiently, and selling more cars month after month.

No matter what industry you’re in, mobile accessibility affects the everyday lives of everyone. The world has become mobile accessible from every direction. From online shopping, keeping in touch with friends and/or family, to purchasing a vehicle, the mobile experience has become the standard for any sort of internet experience. Individuals in every arena are accessing information through multiple sources, with mobile accessibility being the target goal for most platforms. This does not exclude automotive dealerships, so why would a dealership work from a CRM that is either desktop based or only partially mobile. With a mobile accessible CRM, the dealership sales staff has the ability to take the desk with them throughout the sales floor, as well as anywhere on the lot. However, even in 2016, many dealerships believe that they possess an entirely mobile accessible CRM while only holding one that is partially mobile. Taking a look at the impact a TRULY mobile CRM can have on the dealerships sales and its staff will help assess the validity of the dealerships current CRM. It will also allow those currently working with a truly mobile CRM the opportunity to improve the impact they have on the dealerships success. Here are a few key attributes of a mobile CRM.

• Improve Customer Experience. Customers spend an enormous amount of time researching a vehicle before purchase, much of which is not even at the dealership. Essentially, almost all the car buying process for a consumer is off the lot, with a test drive and signing paperwork being the small amount spent on the lot. In that research, a consumer will eventually know the exact car that they will purchase, as well as the amount they are most likely to pay. Many will have already contacted the dealership through its website and filled out a form providing their intent to the sales staff. Therefore, the need for exceptional customer service when the consumer arrives is a must. However, the sales personnel must be equipped with the tools to handle such a well-informed consumer. With a mobile CRM, this aspect is streamlined making the car buying and the car selling process easier. With the ability to access customers’ information through a cell phone or tablet, as well as the exact vehicle they’ve been pursuing and how much they’re looking to pay each month, the salesperson is able to walk the customer through the buying process in a fraction of the time it takes when sitting at the desk.

• Ease of Use For Personnel.A mobile CRM allows for an easier usage for dealerships personnel, which in turn creates a much more cohesive environment for all to use. All departments have the opportunity to access it with the ability to stay on target for the overall dealerships success. With a mobile CRM, the staff can take it a step further. For example, if a sold customer has made a service appointment, the salesperson can set up an alert upon the arrival of the customer. In doing so, the sales rep can build on the relationship that has already been forged, and inquire into their next vehicle. All of which, can be done from a mobile device. Allowing the follow-up to occur in the service department, out onto the lot, and even while on a test drive. 

• Immediate Information Entry.Too many times sales staff have had to ask the customer to walk inside to the desk to enter information, provide rates, run credit, etc. This is, in almost all cases, the exact opposite of what consumers want. The most enjoyable time a consumer will have is on the lot and on the test drive. Why not utilize that experience? Whether the salesperson is entering customer information, checking inventory, running credit, or penciling a deal, having the opportunity to enter all necessary information from a mobile device is instrumental in closing deals. Especially with customers who are frightened of the dealership showroom. If the customer is happiest outside on the lot and while on the test drive, using that momentum to enter and provide information. It can be the difference between a sold customer, and a lost lead.

• Productivity Improvement.The days of the sales staff standing around the showroom, waiting for their next up, are over. Or, at least the standing around “watching the lot” portion should be. With a mobile CRM, as well as having the most advanced and in-depth CRM's available, sales personnel can fill the time between turns with useful and meaningful work. Using a mobile CRM allows the staff to monitor leads, contact consumers, and stay up to date on all tasks, while on the floor or on the lot. Between customers, using a mobile CRM allows the salesperson the ability to close more deals instead of watching the day pass by.

• Instant Access 24/7.In talking about productivity, the largest aspect of this is the accessibility at any time of the day, in any location. Utilizing a mobile CRM is key for the modern salesperson, because the ability to be “always on” is crucial in this industry. Customers don’t know a salesperson’s weekly schedule. No matter how many times a staff member will inform the customer that they have Friday’s off, that customer will almost always call on Friday. No longer is this an issue, if the dealership uses a mobile CRM. There’s no need to wait until the salesperson is back in the office to help a customer. Whether they’re at home, at a baseball game, or shopping, with a truly mobile CRM tool the sales staff are, in a way, forced to keep themselves available. This industry doesn’t turn off at 6pm, and the sales staff shouldn’t either. In such a competitive marketplace, no matter the geographical location, dealerships cannot afford to take time off. Utilizing a mobile CRM will not only allow for better productivity, but also prevent any customers from slipping away.

While a mobile CRM is a key to success, it also matters what CRM the dealership is utilizing. The software must be truly mobile, and have the ability to access EVERY aspect that the desktop version would have. A dealership must utilize a CRM that allows the dealership to use every piece of the CRM on any mobile device. From entering contacts, contacting leads through email, text and phone, to penciling deals with up to date rates and residuals, using the most advanced CRM technology provides the dealership the tools necessary to get the competitive edge, be more efficient, and close more deals. No matter if the sales personnel are at the desk, on the lot, or at home, there should never be another missed opportunity that slips through the cracks.

Today’s socially connected consumers have changed the tide in the automotive industry, from top to bottom. However, the dealership must also change, in the way that they collect data and use social media. Every day there is an increase to the number of consumers using social data and social media. Facebook has 1.7 Billion users, and Twitter and Instagram have almost half a Billion users. Customers are also using mobile phones for everything they do. However, dealerships are not utilizing this behavior to the fullest extent of their abilities. There are other ways to utilize social data and social media, saving both time and money, and it may be surprising to find out it’s in the way that you contact potential customers.

Each day the sales objective in the dealership is to reach customers. The goal being to build a rapport and to bring the customer into the dealership. As everyone knows though, this has been and will always be, easier said than done. They key is understanding the methods that a customer WANTS to be communicated with, as well as WHEN they will be available. This is a crucial point in the contacting of potential customers. With voicemail retention very poor, only 20% on average checking voicemails, and calling at all times of the day, the odds are not in the dealerships favor. These numbers decrease even further when it comes to millennials. The fact is, all consumers are busy, they’re not available at 10am on a Thursday. Between work, errands, families, and social lives, the time in which a consumer should be contacted will dramatically vary.

For this problem, there are solutions though. CRM’s are your best method of contact to the customer, but is your CRM acting in your best interest? Maybe not. In contacting customers, the CRM must be able to accurately read into the consumer’s habits and behaviors. As a customer responds, opens emails, texts, communicating in any way, the CRM must be learning these habitual meanings. Patterns begin to form, and it’s up to the CRM, not the salesperson, to establish the connecting lines between these patterns. When this occurs, the CRM will be able to notate when customers are most active. This takes the guesswork out of contact methods, and allows the sales personnel more time to make meaningful calls, and leave less voicemails.

Taking this a step further, the dealership CRM should be noting social media habits from it’s potential customers as well. If a lead posts to Facebook, or Tweets at 12:30pm and 4:30pm most days, wouldn’t it make more sense that they’re going to be more receptive to taking a call at this time, rather than a Monday morning call at 9:30am? Of course it does. But how to get there is the key. Certain companies can procure this data analysis through the use of Artificial Intelligence. CRM's should be using algorithms to analyze when and how the customer uses social media, in taking that behavior, and pointing the salesperson in that direction when the time is RIGHT. This is crucial, and not impossible given the right CRM the dealership is utilizing. Understanding that a customer is more receptive at a specific time makes the engagement more likely, creating more chances to sell cars. Once the guesswork is taken out, the salesperson’s time is more efficient as well. This gives the sales personnel the time to focus on the needs of the customer, and to create a more perfected customer experience. Rather than to dial all morning hoping to catch one person out of a hundred.

Taking Social Data from a customer, and utilizing their Social Media habits to reach a best preferred contact method is crucial in the dealership. It will increase probability as well as the bottom line. Because, contacting customers when THEY are available and ready will always trump that of guesswork. It may end up being the difference between the salesperson sitting at their desk cold-calling, instead of sitting next to a customer in a test drive.