The dealership market is changing. A younger generation is growing in the management side of dealer operations, and with that comes a new found growth mentality. While many dealerships are doing well, and have shown a constant growth pattern quarter after quarter, the obvious question that appears would be to ask how long this growth can sustainably continue. That’s not the question we’re going to answer today. This isn’t the most important question. Instead there needs to be a deep dive into what can implode a dealership from within; large growth that comes too quickly. If a dealership were to double in the number of leads and traffic, tomorrow, could it handle such a growth? There will be many who read this who believe they hold ample room for a sudden increase to become a sudden growth, however without certain procedures and proper preparations, a dealership cannot handle a growth of any large size.

Taking a closer look at these key functions will help to better equip the dealership for the eventual growth. Because let’s be honest, does a dealership really want to stay static and continue to sell the same number of cars year in and year out? No. This is an industry of ever-changing itself, one where each dealership and automotive group strives to increase its hold on its market. This is why the automotive dealership industry is unlike any other. There are a few key functions that the dealership must hold before a sustainable growth in leads and traffic can be taken into consideration. It begins with your marketing efforts, holds steady with your dealership management tools, and closes with your staff. 

Dealership marketing efforts must show clear and concise results for a growth to be handled properly. One of the largest problems that can happen inside a dealership is to have a growing number of leads fill the time of personnel, and to have those leads be poorly rated. This is why the need for proper reporting and attributing models must be set up by the vendors that the dealership uses. If your sales personnel are running in circles tracking down leads that actually have little interest in purchasing a vehicle, but your vendor claims they’re “hot” leads, there is a massive and problematic issue in place. Up to date and CLEAR reporting modules must be in place from EVERY vendor used by any dealership. If the dealership has a proper attributing model to leads that are coming into the dealership, no matter the avenue they take, growth will become more attainable in any manner.

Dealership management tools must provide an ease of use and a clear user experience. One that takes the effort out of the users hands and gives the sales representatives an unblocked pathway towards the sale, especially if the dealership’s traffic increases exponentially. The dealership’s CRM will be at the heart of this, and should hold a few key functions to prevent any loss during any type of growth.

1. The CRM should be shifted from the desktop PC environment to a truly mobile and responsive platform, one in which the sales representatives can utilize through the use of iPads and tablets.
2. Algorithms must be used to focus on a customers' true ability to purchase. This should include multiple methods to lower payments, including data from the consumers’ history that expands more than just through customer equity.
3. Target marketing within the CRM with an analytical focus on the consumers’ contact methods, including dates and times most likely to be available.
4. Increase in data hygiene.
5. All-in-one desking tools, and paperless showrooms, allowing the customer and the salesperson the ability for a faster and easier process.
6. The use of Artificial Intelligence.

Dealership sales representatives are the final, yet important, function in creating a growth model ready for a sustainable increase in traffic and sales. All sales representatives must be trained properly in not only the CRM and dealership tools, but also in how to provide the best customer experience. If a salesperson cannot provide the essential experience to the consumer, and has an inability to function alongside the dealerships CRM, unfortunately, they should be replaced. Successful dealerships thrive as a whole, and to succeed with a large increase in sales and traffic, the need for a complete “unit” is more important than ever before. The all-for-one mentality may have driven many dealerships in the past, however this time has passed, and the entire dealership now must work together, or risk failing when an eventual rise in business comes through the doors.

Exponential growth is the dream of many dealerships across the country, but can these stores handle such an increase properly and provide the level of customer satisfaction that is needed to keep such an increase? Unless a methodology is set in place and steps are taken, the chances of succeeding in such a growth will prove to be near impossible. Utilizing a dealerships marketing efforts, providing dealership staff with an advanced CRM, and hiring and training staff that will help in the growth of the overall dealership, is the only way that any dealership will stay current and survive when a large growth arrives.

Amazon. A giant in anything it sets its sight on. Now though, Amazon has decided to break itself into the automotive market, with excitement following its every move. Amazon.com, Inc. is launching a new automotive service geared toward car buyers. This new service is another sign of the company’s power, and its ability to structure its reach intelligently and proactively. The new service, dubbed Amazon Vehicles, will provide online vehicle research, enhanced vehicle insight and opinion, and reviews. This new move is telling however, because what Amazon is planning on doing next will be the most interesting. For now, focusing on what Amazon Vehicles will be providing, and what existing companies they will be competing against, is the most interesting fact of late.

For the near future, Amazon Vehicles will not allow consumers to purchase a vehicle, or at least the current model will not allow this. Not to say that in the future Amazon will find the system that works for such an online ability, one that allows a complete front to back purchase of vehicles. The new platform however, has a plethora of abilities. Users of the new system will be able to utilize an entire community of research tools to better decide their vehicle of choice. In this platform, content will be able to be broken into different sections according to models, changes to existing models, value, and the obvious overview and features. One exciting new feature is the social media element that will be engaging more real life users than ever before. Using social media, Amazon Vehicles will allow users to upload videos and photos of their vehicles, and to share that media with other users. In addition to uploading, the users that utilize the upload feature will be able to answer specific questions relating to their car. All of which will be easily accessible in a way to compare vehicles.

This on its own is a very exciting step for Amazon as a whole, however what could become of this platform is the true question to ask. Is amazon simply doing research and development in its quest to jump into the online car buying process? Possibly. For the time being, this model of Amazon’s new platform is doing well to compete with other similar websites, those being AutoTrader/KBB, Edmunds, and Cars.com. However, TrueCar is widely believed to be the next victim of Amazon’s reaching power. An example of this “worry” by investors was seen in wake of Amazon’s announcement; TrueCar’s stock dropped almost 14% in the 3 days following Amazon’s release. While this may be an issue for the giants in the automotive research market, what is the most worrisome is if Amazon ever decides to take it one step further. From car research to car buying.

Amazon Vehicles could not only disrupt the car research model; it eventually could disrupt the dealership marketplace as well. If Amazon point their new platform in the direction of dominating the automotive marketplace, both dealerships and their consumer will take a completely different outlook on Amazon’s automotive presence. For the consumer, it could provide a no-hassle and no-haggle car shopping experience, one that TrueCar is hoping to hold onto at the moment. On the dealership side of the equation, profits could see a dive depending on how far Amazon take this. Automakers could be affected with Amazon’s enormous following, and be forced to meet certain prices that “the people” demand. Out of all of these scenarios, only Amazon know where they will eventually take this platform.

Amazon have an opportunity to create a Trillion Dollar revenue stream with Amazon Vehicles. Can the automotive industry keep going on its current path? Time will tell. However, the simple fact is, whatever Amazon decides to try they will succeed in, one way or another.

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.

A dealership's CRM is at the heart of its entire sales operation. Choosing the right CRM for your dealership is exceedingly important in its success. However, when the purchase of the new CRM has been completed, there are still a few key items that need to be covered before the dealership can get up and running. Acknowledging that this process takes time and energy, from all members of the dealerships sales staff, will help to build a long and fruitful relationship between the dealership personnel and the CRM provider. After all, the foundation of the CRM’s success in the dealership starts with a positive and successful on-boarding process. Following a few key steps will save time, staff complaints, and most importantly, funds. 

• Educating your staff in preparation for the new CRM is not only important, it’s a necessity.Everyone who will have access to the CRM in the dealership should be informed of what system they are being switched too, but also when it will occur. Once everyone has a schedule to abide by, it gives ample warning to salespeople to prepare for the new system. In many cases dealership staff will be apprehensive to switch to a new system, but it’s up to senior management to educate them on the “why” reason for the switch. Keeping a transparency to this aspect can give the sales staff a sense of pride given they were informed of top level decisions and how they were reached.
• Setting up a collaborative relationship with the CRM company provides constant and up to date education to the CRM and its abilities.CRM companies, proper automotive CRM companies, provide not only a new system for the dealership, but also an ongoing business relationship. This is not just software given to the dealership, instead it’s a partnership where if anything is needed or requested by the dealership, it is provided by the CRM provider. This is best handled when the CRM company provides the dealership with assigned staff for constant management of that specific dealership location, typically called Performance Managers. These PM’s are available not only in the beginning set up stages, but also throughout the entire tenure of the dealership’s relationship with the CRM provider. Whether it be email, phone call, text, chat, or in person, these PM’s are there for the lifetime of the relationship. Because having that personal relationship builds a better functioning day-to-day process, which prevents hiccups that other companies may allow to happen.
• Migrating dealership data to the CRM provider on schedule keeps the on boarding timeline intact.Lack of data transfer to the CRM provider is the largest delay in the setup process. At the beginning stage of purchase, a timeline calendar should always have been sent to the dealership. Keeping to this timeline will create an ease of use for the staff, with no delays holding up the training and start date. In addition, speak with your new CRM provider about the migration and your data transfer. All data should transfer over, however sometimes DMS data doesn’t match that of the CRM when the switch occurs. Speaking to the CRM vendor will hurdle and problems that can occur. Because you don’t want to lose one lead in switching, given the entire reason was to create more leads.

Talk with your CRM provider if these steps above never happened, or if these processes occurred and were just unhelpful. Because it may be time to start shopping. A new CRM may be one of the largest purchases a dealership will make, but there’s a reason for this. Having the right CRM will save time and money. Even more important however, a CRM that works in unison with the dealership will increase sales and provide less of an annoyance on the salespeople. Salespeople who don’t enjoy and/or work well with the CRM are much more detrimental that most think. If the CRM is found to be disliked by the staff, productivity will slow. Ask your salespeople what they think about your CRM; Their answers may surprise you.

No matter the size of the dealership, independent dealer or automotive group, the maintenance of a website is just as important as the building of one. Focusing on this section means we leave out the MOST important aspect of the website; mobile-optimization, and that cannot be done, so here’s a quick fact to make sure that box is being ticked.

More than HALF of all traffic to your dealership’s website is from a mobile device, so having a mobile-optimized website is critical for you dealership’s digital presence. Mobile optimization allows the dealership to be visible to customers at all times and locations, expands your customer base, and helps to stand out from the competition.

Alright, that’s covered. Back to the maintenance portion of the dealership site. When first built and published, everything is up to date and correctly managed, because it's at its beginning of the website's life. However, after a small period of time the graphics and content are obsolete. Why? Because, as with all technology, graphics and content must be updated constantly, keeping current within Google and its search results positioning. If done correctly, consistent updates are a small undertaking that can provide large results.

• Regularly updated content will always create better positioning in Google. The frequency of updating content is not just importance, its a necessity. For example, occasionally there will be dealerships who have a 4th of July event going on, appearing on their website, in August. Clearly the event is over, but you wouldn’t know it from visiting their site. This isn’t to say that subject matter should be adjusted every day, it’s a dealership not a marketing firm. With manufacturer incentives and offers typically swapped every 30-90 days, updating once or twice a month should keep the site cleaner, more relevant, and offer a better Google ranking.

• Content must be sufficiently more diverse than ever before, essentially expanding your reach with the same content over multiple platforms. If you are organizing an event, create an announcement that includes exact dates, and quality photography. When there is press information about the dealership, use it to your advantage and link to it through the platforms you utilize (Facebook, Twitter, Website). Use QUALITY videos and photography. Instead of going through topic in depth, here’s an article on proper video quality for the dealership website.

• The consumers’ ease of use on the website must hit all demographics as well. No matter the age, 18-80, the website must be satisfactory laid out to provide the best customer experience. Targeting the information for the specific geographical area, easily accessible contact information, and forms readily available are just a few of the must-have’s every dealer website should obtain. If the consumer cannot practically walk around the website with ease, as if they were in the showroom, they will do what anyone would do; move to another showroom.

With just a few updates such as these, the dealership will see an increase in website traffic, keep the consumer returning, and increase the contacts led into the dealership. Dealerships around the country have gone through massive reconstructive productions on the physical side of the stores. Shouldn't the same be done for the digital side of the business?

Dealership video content has quickly grown throughout the industry in the last few years, and it is yet another marketing strategy to set any dealership apart from its competitors. Dealership video can be utilized to create an entire package of video marketing to attract more consumers to your brand. However, with consumers more informed than ever before, certain and specific marketing ideologies need to be adapted to survive with this new type of well-informed consumer. The problem is, the current videos posted on the dealership’s website, Facebook, YouTube…Are terrible, and horrid, and all of the other synonyms associated with BAD. It doesn’t have to be though. If done correctly, dealership video content creates an engagement between the dealership and the customer. Staying current with what steps need to be taken in dealership video creation will help attract more customers, and also provide yet another branding tool that gives a positive ROI.

Video length is one of the most important aspects in dealership videos. Whether it be a YouTube highlight video, vehicle walk-around, etc., no video should be over 2-2.5 minutes in length. No matter the viewer’s demographics, people are generally used to having their content put front and center, as soon as possible. The longer showcase the video has, the less likely the audience will retain attention to the end.

Video quality and sound have more of an effect on the viewer than most ever realize. With HD video content available in every arena, consumers are more than used to having the best quality picture and sound. If HD is not available, many move on before the video even gets going. When creating video content, avoid the “homemade” look of videos. Contrary to some beliefs, they’re not “quirky" and customers will not stick around long enough to find out what you have to present them. Cell phones can be used, but truly should not. Upgrade the dealership to an camera specifically made for video. It not only ticks the high definition box, it also will allow for a better sound quality.

Consumers expect video content to have actual “content” included. This is actually the most important aspect in creating videos for the dealership. This goes for everything dealership related. Long gone are the days where people expected dealerships to have hacked up advertisements or videos, where the GM shouted deals while an employee danced in an Uncle Sam costume, riding a flag-draped horse with country music played in the background. This video type should never have existed, nor should it exist today. The current automotive dealership gives more of a clean cut, modern, high tech feeling to its customers, and it must stay that way in all marketing strategies. By creating a simple content direction, the dealership is able to focus the ideology of the video to point toward the one subject that actually matters in the video itself; the dealership and the vehicles. Without this much needed direction the video ends up being still images. FYI, a vehicle video, is not considered a video if the images of the vehicle are just made to scroll using an after effect. It’s a pointless effort and please stop doing it.

Posting the video to the dealerships YouTube page, automotive marketplace sites, and the dealer site itself will, in many cases, dramatically increase the flow of meaningful traffic. No matter if the consumer is a baby-boomer or a millennial, having a well-planned and well executed video marketing strategy creates another relationship building tool, bridging the gap between the dealership and the consumer. Moving from a video to a showroom visit, and a consumer to a sale.