23 November 2018
a CRM system is a good first step in the quest to generate more leads and sales
for your auto dealership. However, as is the case with any technology tool,
the effectiveness of the CRM is only as good as the people handling it.
If your CRM
system isn’t delivering as you expected it to, the real problem may be lurking
elsewhere. In this article, we will show you a few red flags that any auto dealership
must be on the lookout for in their CRM systems.
01. Watch Out for Overdue and Incomplete Tasks
incomplete and/or overdue tasks in the CRM, as these could have been opportunities for your auto dealership to connect with prospective buyers.
Reviewing these overdue tasks is also an important step
because they could be an indicator of flawed processes that require rectifying
A large backlog of overdue tasks often suggests that CRMprocesses are either too complicated or not complied with, and reviewing those processes could avoid more
problems further down the road.
Diligent and Accurate Data Entries
It is also important to take a look at how often customer
data is actually being entered into the CRM system. This is often particularly
problematic with inbound calls.
All too often, customers call in, perhaps ask a few
questions, then salespeople answer those questions and then hang up.
Mostly they don’t collect contact information, and they don’t log the
conversation into the CRM.
Without that critical information in the CRM, no one will
ever follow up with that customer, and don’t forget that it costs money to get
that customer to call the dealership.
Many dealerships have adopted the idea that if something
wasn’t entered into the CRM, it did not happen. That’s why data logging in yourCRM is important.
03. Use CRM
Even After Closing the Sale
Another very common mistake is not using the CRMafter the deal is closed and the sale is made. Staying in touch digitally with
sales and service customers is a golden opportunity for an auto dealership to
shape lifetime customer relationships inexpensively.
For more information on ensuring that your CRM systemdelivers the best performance it was designed for, Contact Us.