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CRM

CHOOSING THE RIGHT. CRM. Tips and Tricks for Better Decision Making. Presented by. Howard Leavitt Founder of AutoRaptor CRM. Howard Leavitt has spent over 40 years establishing a strong reputation as one of the brightest and most accomplished retail

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CRM

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  1. CHOOSING THE RIGHT CRM Tips and Tricks for Better Decision Making

  2. Presented by Howard Leavitt Founder of AutoRaptor CRM Howard Leavitt has spent over 40 years establishing a strong reputation as one of the brightest and most accomplished retail managers on the U.S. automotive scene. He is dedicated to sharing his knowledge and leadership experience to help dealers down the path of success.

  3. Today’s Presentation: • What you should (and should not) expect from a CRM. • Choosing a CRM: You vs. the Factory. • Evaluating your staff & your sales process. • Removing the roadblocks to success.

  4. Choosing the Right CRM Part 1: What you should expect from a CRM

  5. CRM Do you know what it means?

  6. Customer Relationship Management, or CRM, is broadly defined as the process ofunderstanding, collecting, and managing all of the information relating to a customer.

  7. What should you expect a CRM to do for you? Quickly respond to internet leads. Manage your customer data effectively in order to increase your customer base. Ensure effective long-term follow up. Provide accountability of your staff.

  8. What should you expect a CRM to do for you? Retain customers longer and turn them into repeat customers. Get more referrals from your existing customers. Show you your strengths and weaknesses.

  9. What should you NOT expect a CRM to do for you? Make you a champion. Run your business for you. Correct bad sales behavior. Make salespeople embrace CRMs.

  10. Choosing the Right CRM Part 2 Choosing a CRM: You vs. the factory

  11. OEMs want standardization across showrooms. • Standardized customer • experience: look of showroom, • sales process, POS materials, etc. • OEMs enforce standards for • customer follow-up to ensure a positive buying experience for all customers.

  12. OEMs want standardization in CRMs. Why? • Peer pressure: • The factory uses a grading system to compare you to other dealerships.

  13. OEMs want standardization in CRMs. Why? • OEMs lack confidence that you will follow-up. • OEMs lack confidence that you will retain owners. • Who knows your SALES PROCESS better, you or the factory?

  14. Question: How do you satisfy the requirements of the OEM, but at the same time…

  15. Answer: Decide the best course for your dealership by evaluating your sales process.

  16. Choosing the Right CRM Part 3: How to evaluate your staff and sales process.

  17. Choosing the Right CRM Determine what you need. What are your goals? Which aspects of your sales process can be improved upon? Step 1:

  18. Add a mobile solution to the sales process. A more timely way to manage all my leads. A place to store customer references & referrals. Relationship building. To more quickly and easily find customer contact and deal info.

  19. To see where my leads are coming from—my ROI. To track what my sales staff is doing all day—accountability. To know what appointments are scheduled daily and weekly. To set up structure and follow-up reminders for my staff.

  20. Choosing the Right CRM Create a plan. What do you have to do to get ready for a new CRM system at your dealership? Step 2:

  21. Purchase new computer equipment and/or upgrade existing hardware if needed. Appoint a “champion.” Determine which aspects of the process to make mandatory, and how to enforce them. Conduct a staff meeting to set expectations.

  22. Choosing the Right CRM Evaluate the skill levels of your sales staff in order to choose a CRM to match. Step 3:

  23. Are they technically proficient and will need little training & support? Do they have adequate computer skills and will do well with just basic training? Will they need intense training and daily support?

  24. Choosing the Right CRM What do you expect from your vendor? Questions you need to ask. Step 4:

  25. Is the CRM application web-based or hardware/software? Is a long-term contract required? What is the cost of set-up? How long will set-up take? Is there mobile access? Is the interface easy-to-use or complex?

  26. Will my staff get one-on-one training? What will ongoing technical support cost? How will my staff get help when needed? Does the vendor release updates/upgrades? Is the application scalable? Is my data secure & redundant? Can I export my data in a clean format?

  27. Choosing the Right CRM Determine your baseline performance, so you can measure improvement. Step 5:

  28. Use these stats as a baseline of data against which to measure progress. Closing percentage on demos taken Number of appointments Percentage of owner retention

  29. Choosing the Right CRM Part 4: Remove the roadblocks to success.

  30. Why do systems fail? • Staff is resistant to change. • Laziness & complacency. • No enforcement or • accountability.

  31. The Importance of a Champion • A champion will: • Get your sales staff on board if they are resistant to change. • Ensure effective use of CRM. • Keep your staff accountable.

  32. Thank you for your time! Howard Leavitt (401) 421-6533 office (401) 743-5520 mobile howard@autoraptor.com

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