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From: Jared Hamilton
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Keith Shetterly

Keith Shetterly Owner of BullCutter.com

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The Great CRM Desking Nirvana Lie

Dealership Management System/Software (DMS). Customer Relationship Manager (CRM).

They aren’t the same, so stop treating them the same.

We went wrong when we began buying a lot of malarkey from CRM vendors about putting desking in the CRM so that usage of the CRM would be "naturally required". Sounded good, though, to many of us: Instead of building a process and a culture to grow our business, we tried to imprison salespeople and sales management into a CRM gulag. Well, our people are slick—and they avoided proper CRM usage, anyway, by only entering people to whom they showed numbers. We might as well have tried to eat chicken broth with a fork.

The right answer is one of two things:

1) Desk in the DMS and accept the CRM as our framework for sales processes and use it that way—and stop trying to make it One Stop Feature Shopping (which, just before Thanksgiving, became “One Stop Failure” for a major CRM, again);

or

2) Consider a DMS that includes a strong, usable CRM built-in with the DMS.

Is there a third choice? Yes. Continue to fail right along with your CRM. 

So don't fail.

Keith Shetterly
Independent Consultant
281-229-5887 cell/text
keithshetterly@gmail.com

P.S. This is one of a series, but here are some definitions you might need for clarity.

Essentially, we use our DMS to write and underwrite our business, and we use our CRM to chase customers/prospects and build our business.

DMS handles accounts payable, receivables, inventory, floor plan, punching cars to the OEM(s), national vehicle leasing and sales (a much harder crunch than you likely know), your F&I, your service lane, parts, your business office, your sales tax payments, info for your CPA for your federal taxes, payroll, and your Almighty Statement—and is your technology rock for desking a deal.

CRM handles Internet Leads distribution to your sales team, produces lead timing reports to various OEMs, manages email/text/social communications with your prospects, interfaces with your call recordings, orchestrates pre-sales and post-sales follow-up with prospects and customers, interfaces with your DMS for SOLD and SERVICE info, gets your inventory into the hands of your salespeople to send to customers, helps you manage your sales staff’s efforts and time usage, provides methods for data mining SOLDS, UNSOLDS, SERVICED-BUT-NEVER-SOLD, etc.—and is your technology Jello for desking a deal.

Jon Billings

that is a very interesting take coming from a 3-year vp of a CRM company which offers desking.

Keith Shetterly

Jon Billings, I was VP of the Research Division, which was the phone/BDC division--however, I was also eComm Director for a group that used that desking CRM, and I was a consultant before I was VP. And my opinion, internal to that company, against CRM desking was well known there. Have you ever worked at a dealership using a CRM, Jon? Ever faced a Friday without a CRM working that you relied on? I have. And I remember. Thanks.

Jon Billings

Keith, I'd like to invite you to come work at a DealerSocket CRM ran company. We would love to show you what a reliable, dependable CRM looks like and how we are simplifying and creating more efficient workflows. There is a lot of incomplete systems out there nad it sounds like that has been your experience. User Adoption is Key and that is where DealerSocket excels.  

Keith Shetterly

Jon, my questions still stand about your background. It's not about the CRM company I worked for; the details I have explained. I've been up and down many CRMs, including DS; my network of friends has many users of it, and many of them like it. One of the directors at DS is a friend of mine for a long time, as well. My point isn't about DS--and just note that every time you answer here you kind of MAKE it about DS, which isn't really a good thing. Anyway, please stop connecting dots this way. We're going to end up talking negatively about your product, and I seriously don't want to do that. Thanks.

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