One of the hot topics last year that remains an issue on the dealer level is the logging of customers in the showroom. In most cases, the reporting spelled it out - where you would have one or two sales managers with more than a sixty percent closing rate, which seems incredible no? But when it came time to following up with unsold leads, much to our surprise there were multiple leads who said: "ugh, I was in your showroom last night."
This is, of course, was just one of the many examples, but the point is that if we're not logging traffic into the CRM, then how can we increase our business? Some of the other examples were "they were just looking and were not really in the market." or "they had really bad credit. They could not buy a vehicle," which very well could be true; but if we had not run their credit, and or seen if they had a co-signer how do we know if they cannot purchase? And even if after running their credit (going through the sales process), and they are not approved, still log it into the CRM, period.
I have seen instances where the customer was never marked in the showroom, and or the CRM was never noted, and the same customer came back into the store twice in three months. They'd go through the entire sales process, again. Had they marked the CRM, and known that the customer was unable to purchase a car for more than six months, it would save everyone a lot of time, no?
Are You Logging All of Your Customers in the CRM? check it out, and in the meantime, how do you handle logging traffic into the showroom? For those who allow customers to not be logged in to CRM if they are "BAD" what constitutes a bad showroom up that should not be logged into the CRM?