In any dealership, no matter how large or small, the CRM should be at the core of it all. From beginning to end, from a prospect to a sold customer, using the CRM to function a sales department will save time, energy, and most importantly, money. But, no matter how many sales personnel believe that they’re working the CRM correctly, they most likely are not. Even when correctly working inside the CRM, there are small mistakes that are hindering the progress of what should be a user friendly experience. There are 3 recurring issues happening inside the dealership CRM, and curing these mistakes will help to not only cure the pains of the sales staff, but also create more leads to sell more cars.
Dealership personnel do not use the software. This isn’t to say the sales staff aren’t using it improperly, it’s the fact that some dealership staff are skipping the CRM all together. When this occurs the management are meant to enforce the use of the software, but this can be difficult when so many CRM software is not transparent enough for managerial overview. In some cases, the problematic issues actually begin with a misunderstanding of the technology, which leads the sales staff to believe that the CRM is a replacement for their positions in the dealership. While the future holds a more automated sector in the CRM hemisphere, that day has not arrived. Therefore, when the option of a CRM is at the fingertips of the sales staff, it MUST be utilized to its greatest ability. It will only assist in the success of the dealerships’ sales.
Sales staff stay inside the box. When using technology, there has to be some leeway in how it is handled. Staff will not follow a specific script in all cases. In many areas, there is an allowance of human behaviors that needs to be implemented, to better the usefulness of the software. When a “by the book” script is placed in the workings inside the CRM, and no behavioral aspect applied, the overall goals may not be met. A prime example of this situation would be a salesperson spending a week, simply going step by step in the procedures of a CRM, not taking a common sense rule into effect, and wondering why at the end of the week no cars had been sold. Almost all technology is based around some sort of human interaction, and this should be remembered when it comes to the CRM. It takes finesse to work a deal, the same goes for how to work correctly with technology.
Dealership sales personnel build the hurdles themselves. CRM technology is in place to further the sales for any dealership, but in so many dealerships the sales staff are creating the hurdles and blockades that will eventually prevent them from succeeding. When a problem appears, whether it be technological or human error, walking away from it without fixing it will always cut out any chance of succeeding. When an issue arises, most CRM’s have a support team available to help. Utilizing this can have a dramatic difference on the usage and usefulness of the CRM. If the sales staff do not approve of the CRM, and this is where the roadblock sits, it’s up to the management team to initiate a solution.
Preventing these issues is not an enormous ask, but it must be done correctly to prevent future problems from reoccurring. All of which should be done from the beginning by the CRM provider. CRM’s are meant to create an ease of use and act as a personal assistant to anyone who accesses it. Acting as another person, consistently aware of the surrounding events and providing solutions to problems. There are functions in the right CRM to ease the process of the salesperson, and allow them to sell more vehicles than ever before. Why would you not utilize these?
There needs to be an outlook with this technology where the sales personnel use the features provided, rather than adhering to old standards, or in some cases not adhering to the CRM at all. When newer technologically advanced phones are released, we always use the new and improved functions of the phones. Why would this be any different when it comes to CRM technology. A proper automotive CRM should be easier to use than a standard smart phone. It may be difficult to understand at first, especially when the staff comes across a truly inventive CRM. However, when it is understood and applied, the CRM will think and act for itself. To understand this technology will prevent misuse of the software, and create what the CRM was put in place for from the beginning; To Sell More Cars.
Author: Aubrey Hankins
Aubrey Hankins serves as Social Media Marketing Director for CRMSuite, a software company providing dealerships with industry leading, technologically advanced CRM Software. With almost 10 years of marketing and social media experience, he brings a wealth of informative automotive discussion and debate, all in order to help dealers sell more cars.