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sexiness sells. We'veall been enthralled by "sexy" technology, such as high-definition media that shows up in our email inbox in the form of video and flash. But do these impressive tools provide real results? Do they inspire consumers to head to your dealership to purchase a vehicle? It may be time to review and prioritize the CRM tools that you're using. There are many CRM tools available to you, and while they provide some benefit to your dealership, the order in which you address your dealerships needs and put your CRM tools to use makes all the difference in the results. For example, you can organize the perfect marketing event that draws hundreds of people. But if your salespeople on hand aren't trained enough to close the deals, there is no benefit to hosting such an event. Or, if you develop a loyalty program, but don't know who your customers are, the program won't work effectively. This concept is the same for your CRM tools, a building process must be in place. Dealers who have taken the time to capture customer information and get to know their customers may discover that a simple text that says, "You're overdue for an oil change" or a "Super Sale" email blast with graphics instead of flash videos are a less intimidating way to reach your customers and also more appealing to customers than more lengthy high-tech efforts. It's all about starting from the bottom and building up, and knowing your customers' needs and making decisions accordingly. Here are a few absolutely essential CRM functions for building a solid foundation for your dealership: 1. Capture ALL customer information, keep your CRM information-packed and up-to date 2. Make it extremely easy for your customers to communicate with you on the showroom floor and in the service department
  1. Use the knowledge and information on your customers to drive more business
Once you'vegot the basics in place, then you can take that information and use it to move on to the more advanced CRM tools. Technology has to be used in a prioritized fashion to drive results for your dealership. If you don't have a solid foundation, in other words, the basic tools to retain and gain customers then you won't be able take advantage of all of the CRM tools that are available to you.

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