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Matt Watson

Matt Watson Chief Technical Officer

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CRM success in your dealership depends on having the right people and processes.

Having the right people can sometimes be the most difficult part. CRM utilization has to come from the top down. The management team has to use the system and mandate that all the salespeople use it. If the management team doesn't use it, or have a bad attitude about it, how can you expect the salespeople to use it?

If your dealership doesn't have any processes in place, how can you expect anyone to follow them? I would define a process as a set of coordinated tasks and activities, conducted by both people and technology, that will lead to accomplishing a specific organizational goal.

Your dealership must define processes on how to handle internet leads, showroom leads, phone leads, unsold showroom visit follow up, lease renewals, appointment confirmations, and much more. Once you figure out these processes, you have to figure out how to use your CRM to accomplish your goals. Your CRM can keep track of these processes and help you monitor if they are being followed.

It boggles my mind how many dealerships don't ever call a customer back if they test drive a car and don't buy that day. Or dealers that don't follow up on internet leads past an auto responder. Even worse are the dealers who "think" their salespeople do the follow up but have no way to track it.

If you have the right people, the processes, and the right automotive CRM, your dealership can run much more efficiently and increase sales.

Matt Watson
VinSolutions
Chief Technical Officer

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