Have you ever run a red light? Did you do it by accident? Not paying attention? Did you need to because you were in a hurry? Or maybe you did because no one was around and you just felt like it. Could that have been it?
Inevitably, the law catches up with everyone that continues to break the rules of the road, whether it be a stiff warning, a few points on a license, or a citation and fine. You know it is wrong, so you are deterred from doing it again. In most cases, it is senseless rule breaking, or a careless oversight that should be prevented. You get busted for doing it once, reap the consequences, and stop running red lights.
No, this isn’t a driver’s education class, but minor infractions are being committed on your showroom floor, within your CRM every day, and no one is correcting the bad behavior. If you never stop someone from running red lights, they’ll continue to do it over and over. Eventually, a major accident or tragedy could occur. It is up to dealerships to elect a traffic cop in their CRM.
Whether your team are falsifying call logs/attempts with a simple “LM” note in the CRM (the most common culprit), or flipping active prospects to “Lost” far too early to avoid having to make follow-up, there are countless ways sales and BDC teams are getting away with wrongdoings. It isn’t their right to cost your dealership money if you’ve set forth rules for them to follow. But with no one to slap a wrist, issue a warning, or lay down the law, your CRM will be a cluttered intersection of wrecked opportunities.
If a salesperson knows you’re not watching (or doesn’t believe you care), they’ll continue this negative behavior. Not catching these sales misdemeanors as they take place is nothing short of burning your marketing and ad dollars.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.