CRM Core Values
Process: Utilize an organized and thorough sales process from start to finish. The most important aspect of a CRM as a sales tool is to navigate the customer through the buying process efficiently and effectively. Enhance the sales process to determine the level of interest and discover if any objections are present which need to be addressed in order to move them to a sold unit. All customers must be taken to a conclusion; they purchase a unit from you now or get set in your CRM for future follow up to encourage an opportunity to purchase later.
Procedure: Few customers walk in prepared to buy on the spot. Procedure must come into play with the CRM. Example: automated emails sent to the casual looker keep the dealership in the mind of the customer and entice them to visit again. Total communication with every lead is necessary in today’s market. To enhance that process a CRM provides a daily planner capability to remind staff when to make 24 hour follow-up calls and track the customer’s next visit, as well as reminders to make post purchase thank you calls.
Accountability: Be accountable for every lead that is presented to your dealership, encompassing the total buying process. Every person on staff, from the sales person to the sales manager, must take ownership to input all leads daily into the CRM. If you do not input all leads into the CRM, then opportunities are lost or left to chance.
TLP’s CRM Big 4 pillars for success
Showroom Traffic:This is your most recurrent and familiar lead. A CRM will help you evaluate and track the customers and determine the next step to move them through the sales process. Additionally, management is able to identify the coaching needs of the sales associate to make the most of every opportunity and to generate more sales.
Inbound phone calls:The sound of the sales floor phone ringing can be good as gold when it comes to potential buyers. Using a uniform and organized CRM process will capture the lead and require your sales staff to remain dedicated to getting that customer through your doors.
24 hours follow-up calls:A vital element in today’s market to gain another opportunity for a sale. As we know, it is a numbers game where timely action is crucial but delicate. The optimum follow-up procedure is timely, resulting in a better conversion rate. In most cases the first dealership to contact the customer gains the sale.
Web Leads: An innovative addition to a CRM, shoppers and mere browsers receive immediate dealership response. Auto responses to customers and specific reminders to staff confirm that this dealership is truly interested in the needs of that customer. This is the hidden gem that will move that customer onto your showroom floor. The fundamental element of the research mode is the information the dealership is willing to provide and the willingness to answer every question. To the customer, this is proof of the dealership’s commitment to do what it takes to ensure customer satisfaction, which in turn will get them into your dealership moving through the sales process. A CRM will automate the web lead process but a solid sales process must be adapted and utilized to make the most of each lead in a timely manner.
