[Posted on 7 October 2013 by Car Research]
Competition is fierce in the auto industry and dealers need that extra edge to help them succeed. In addition to carrying the makes and models customers want, they can also maximize sales and profits by investing in the right tools, such as dealership CRM. One of the most important software tools a dealer can choose is Auto Dealer CRM software.
Customer Relationship Management
This software is useful for managing customer relationships, and that’s vital for dealers to remember. In the auto industry, customers traditionally visited a few dealers, chose a care, worked the sale and drove it home. They might return later for another car, or they might go to another dealer. The relationship never really existed as people went to their regular mechanics for service and kept the cars for more than five years. By implementing dealership CRM, car dealers can change this aspect of the industry.
Car dealers are starting to recognize the value in a relationship with their customers. When customers trust a dealer, they’re more likely to return when they’re in the market for another car. They’ll trust the dealer with repairs and regular service. They’ll work with the dealer when they want to sell or trade up. This helps improve profit levels. What dealers should understand is that this relationship doesn’t start with the sale, but it begins with the first point of contact. When a customer first contacts a dealer for more information or visits the showroom that is the point when the relationship can and should begin. With CRM software, dealers will have the tools they need to begin the relationship and continue developing it for years to come.
First Point of Contact
That first point of contact may come when customers arrive at the dealer to test drive a car. Even if they don’t purchase the vehicle that day, it’s an opportunity for dealers to get their information and open the lines of communication. However, dealers don’t have to passively wait for that first contact to happen. They can also reach out to customers through CRM lead generation. They can reach out to customers who have worked with them before, contact people who currently own cars their customers want, and reach out to others based on specific market criteria. It helps increase traffic to the dealer and increases their chances of success.
Automated Management Systems
Customers walking into a car dealer are looking for knowledge and efficiency. They have questions about the car that salespeople should be able to answer quickly. With CRM software, they can have all the specs and information relevant to their stock at their fingertips. They can instantly view the inventory to help meet a customer’s needs. This level of efficiency is highly desirable and makes a great first impression. It keeps the customers engaged and sends them a reassuring message that they’ll always receive top notch service when they trust the dealer.
CRM Software also helps keep the sales team motivated and on track with goal setting capabilities. Sales teams can set goals based on contacts, sales and more, and they can break them down to daily and even weekly levels, as well as annual goals. This helps the team remain motivated and keeps everyone on track.
With the right software, dealers can enjoy a higher level of success. They can increase their profit levels while creating impressive new retention levels. It all starts with managing the customer relationship from the first point of contact, and CRM auto dealer software can help teams accomplish this.