[Posted on 23 September 2013 by Car Research]
What, exactly, does a CRM dealer do for an auto dealership? One of the most important things it does is provide higher-quality leads that turn into better sales figures. Since sales are the bottom line of any business, a CRM ultimately improves the overall business model for an automobile dealership.
How Does A CRM Work?
A CRM, or customer relationship management software program, is a series of software programs that handles every type of communication and information gathering necessary to effectively run an auto dealership. From sales leads generated by Internet web sites to calls routed through a call center, a CRM dealer handles everything necessary to effectively manage an auto dealership’s information flow.
Information is the foundation of an auto dealership in terms of both sales and service. Without an effective way to manage the flow of information for a sales team at an auto dealership, no one would follow up on important leads. Without the control of a well-run service department, customers would never have their cars repaired. It is critical that someone handle this information, and all too often human error results in valuable leads falling through the cracks or customers being overlooked.
With a CRM, however, this problem is solved. The CRM dealer takes the information gathered from all sources, including phone calls, the Internet, email and walk-ins, and manages it effectively so that the right people see it at the right time. This frees auto dealership professionals up to take care of other important tasks.
How Does A CRM Improve Sales Leads?
A CRM handles all types of information for an auto dealership, but one of its most valuable uses is in the field of sales. Sales information is readily available in today’s market; in fact, in some cases there is too much sales information for the average sales person to handle. Leads come in from a variety of sources, including walk-ins at the dealership, inquiries by email, phone calls and viewers on the web.
How can one person be expected to manage all these leads? It is hard enough to gather all the information, much less prioritize it; and it is inevitable that someone is going to be overlooked or an important lead is going to be dropped.
Thanks to CRM, however, sales people no longer have to worry about this. In fact, with the right CRM program, sales staff can even prioritize leads based on various sales factors. For example, sales staff can quickly make a list of anyone who has bought a particular type of vehicle between the past four and five years and then target this group for a possible sales push to trade-in for a newer model. Sales staff will also appreciate the ability to sort sales leads by the way they are funneled to the dealership, making it easy to connect with them through the same platform.
For the best sales leads and information management techniques, auto dealerships can turn to CRM systems for help. With the right CRM dealer, an auto dealership can generate better leads, follow up on them more efficiently and ultimately improve the revenue of the dealership.