Digital Dealer - August 2018 - 24

D E A L E R OP S & M ANAGEM ENT: CRM

By Toni Anne Fardette
President/COO
The Billion Dollar Girl, Inc.

The CRM of
Tomorrow, Today
When I started in the
car business 18 years
ago, my CRM was a
sharpie marker, and a big
binder of handwritten guest
sheets. We had a couple of
excel documents that we
printed out and we color
coded appointment shows,
no shows, sales and dead
deals. A few years later
when the internet was
"born," the dealership had
an AOL email address that
we used to receive contact
us forms from our website. I
used to print those emails
out and they too, would go
in a binder where we would
handwrite our follow up
notes on the back of each
lead page.
Fast forward to today and
there are multiple CRMs
that can do almost anything
and everything one could
imagine. They provide us
work plans, equity opportunities, sales follow up, and
lease maturity follow up.
They can identify salesperson and sales manager
gross profit from highest to
lowest. They can identify
which aged cars we should
try to put our customer in
and can even integrate with
our appraisal tools so that
we have access to a "wish
list," a place where we can
identify where we can possibly pick up two deals simply by giving someone more
24

AUGUST 2018

WE ARE LOSING BY
FAILING TO USE THE CRM
NOT ONLY CORRECTLY
BUT TO ITS FULLEST
POTENTIAL"
for a trade on a deal we
missed because we know
there is another customer
looking for that car.
Being very process-driven and logical myself, I'm
amazed by the technology
and processes built, so
it baffles me when I walk
into a dealership and hear
"The CRM numbers are
not accurate. No one uses
it correctly, especially the
salespeople. Here is our
manual tracking document,
and this is what we use to
pay our BDC agents."
What?! Did I mishear
something? So, let me get
this straight. You pay some-

D I G I TA L D E A L E R . C O M

where between $2,000 and
$5,000 a month just for the
CRM and/or data mining
software. That's $24,000$60,000 a year off your bottom line, yet you are okay
with your employees dictating to you whether they will
use the software you pay
for? Additionally, you are
paying out anywhere from
$10,000-$25,000 a month
to your BDC department
depending on its size, so
another $120,000-$300,000
a year - and paying this
based on a manual tracking
document that no one
usually checks and verifies
in the dealership because

what would they even use
to verify the information
since the "CRM is not
accurate" - and you are
totally okay with that?
You see to me, not
only is this clearly a pure
waste of money and
reflective of weak leadership, but we can't even
accurately put a number
on all the business we
are losing by failing to
use the CRM not only
correctly but to its fullest
potential. 90% of dealers I have worked with
over the last 18 years do
not set up their CRM's
correctly. More often than
not, this starts as a result
of bringing in a new CRM,
so here are some major
ways it goes wrong, as
well as what you need to
know when bringing in a
new CRM company:
1. The prospect
data import is always a
nightmare if not closely
watched. The phone ups,
internet leads, and fresh
ups you were working will
not attach to a follow-up
campaign if explicit
instruction is not given
to the CRM provider.
Previous notes and appointments almost always
never get imported over.
2. Sold deals do not
always match up to the
salesperson DMS ID and
can end up in what I call
"CRM Purgatory."
3. If you do not provide
detailed follow-up campaigns, most CRM companies will auto upload
their own "best practice"
campaigns, which are
usually the normal phone


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - August 2018

Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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