CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
I've heard my fill of industry regulars spouting off about response times and quality of response but what comes after that? You're dealership needs something that sets it apart from the rest. Are you answering leads late at night? Is this making the difference you need? I doubt it, because if you're in my district, we're right there with you.
I've implemented a process at several dealerships I've worked/consulted at that allowed me to beat my competitors to the customers by hours and sometimes days! This is hard for some dealers to believe but it's true. Let me explain how you can get a leg up on your competitors and set your dealership apart from the rest.
I'm a firm believer in the term "earn your business" and with that being said, I feel you need to find a way to do that better than your competitors. Naturally, if you're thinking "inside" the box you're way off. The traditional routes won't separate you from the pack. Going above and beyond or handling a customers response in a setting they want(SMS, Email, Phone) when they aren't expecting it, will set you apart. As I've said before, I don't often give away methods for success on something like a blog but I'm in a relatively giving mood today and want to give you guys something to make a difference in your business this weekend!
I'm located in Illinois and much like many other states we aren't permitted to conduct deals on a Sunday. If you're in the same type of setting, this method could greatly help. Let me put this in an easy to understand format:
1.) Assign a sales person/BDC rep to work Sunday in a "on-call" format. Give this sales person a day off during the week in trade for his work on Sunday. Have this representative be one of your best internet/i-chat/phone people you have. They need to be a closer. Sunday leads are great leads!
2.) Setup the representative to get alerts on their phone/email when new leads or chats come in during Sunday when you're closed. This means access to online CRM usage and to dealership communications.
3.) When the a lead/chat comes in, the rep is alerted and snaps into action. The rep contacts the customer, explains to them that he/she had just received their inquiry and that here at "XYZ Dealership" we go above and beyond to earn your business. You could also have them mention that when purchasing a vehicle from us, you can expect that same type of great customer service and dedication from our service department. This builds value and sets you apart!!!
Now all that being said, this program is to get your rep to set the appointment with the customer for Monday morning. This way you will have a appointment or the customer in your store before the rest of your competition even turns their PC on in the morning. This method will set you apart from the rest and give you a leg up on competitors that are more than likely not operating on this level. Thus giving your dealership the "win" in the game that is Sunday leads.
Few Notes: We have our reps using tablets/ipads for this type of work. Our CRM, ILM, Web Chat and everything can be done from this easily. The dealership owns the tablet and rotates it between the reps that are working on that Sunday.
We use: Dealerfire Websites // ContactAtOnce Chat Systems // DealerCRM aka IMagiclab and have zero issues.
Have questions or comments? I'd be more than happy to help! You can contact me at firstname.lastname@example.org or you can follow me on Twitter @ https://twitter.com/CRMSensei
LinkedIn - http://www.linkedin.com/pub/chris-hill/66/433/3ba/