Its nearly impossible to be successful in a customer facing industry today without a CRM system. By now everyone should be well aware of the many valuable features of a comprehensive CRM. Unfortunately, most dealerships experience a multitude of challenges with their CRM initiative and miss out on the majority of the revenue generating opportunities as a result, leaving them with little to no tangible ROI from their investment. With this phenomena being so wide spread, what is the solution? Its quite simple really… Do what you would normally do when you’re out of your depth… Hire a specialist.
The first challenge dealers encounter is deciding which system is best for their dealership and how to get through the implementation process. Dealership management does not exactly have a surplus of time to research the various features and integrations of the leading CRM platforms and so they often rely on the feedback given by the provider’s sales rep, which understandably might include some bias. An expert with cross platform experience can help you make an educated decision on whats best for your store without the bias that comes from trying to close a deal.
Next we move into the complicated implementation process, again time resources become a factor… Most managers don’t have time for the conference calls and administrative burdens necessary to launch a new CRM and some don’t have the technical experience to always know whats best or how to complete what is being asked of them. Because of this there can be challenges right out of the gate. Any speed bumps in the implementation can cause you to lose “buy in” from your teams from the top down, and once the staff has made up their mind that the tool “sucks” it will be nearly impossible to get them back on track. Our team has experience implementing thousands of CRM accounts and we handle the entire process for you so that you can focus on your operations.
Once the CRM is live, its time to start using it. Many stores miss out on ROI simply because they are not aware of best practices that can be implemented as part of their daily process to help improve response times, sales team accountability, prospect follow up, appointment show ratios, the recapturing of lost deals, better ad spend, higher conversion ratios and database lead generation. ACS will share these best practices with you while training your management team to integrate them with their normal operations. Once this is complete, we act as a remote CRM administrator to monitor these processes and provide feedback and support to ownership and management.
CRM training is also a critical factor. Yes, CRM Provider’s will typically offer some level of introductory training but ultimately it is the subscribers responsibility to make sure their team is adequately trained. Some of the challenges we see here include the fact that some CRM provider’s trainers have never sold anything and so they fail to successfully communicate the value of the tool in a way that the sales people understand. Additionally, they will only provide a basic operational introduction to the tool. Where as ACS has been hugely successful in providing comprehensive on site and remote training in a language that sales people understand and relate too, which establishes a better buy in and better utilization as a result.
Lastly, support comes into play. Most CRM providers recommend having a CRM administrator also known as a “Power User” who can deal with questions, training, technical support issues, database maintenance and analysis, CRM optimization and customization, email marketing, CRM security, and more. The challenge here is that these are specialized skills that we don’t typically see in dealership staff, and hiring a dedicated employee for this role will cost you on average $50k per year or more. Not exactly the kind of expense stores perceive as valuable, and so most of the CRM responsibilities get neglected which undermines the data insights, marketing automation and ROI. As your remote Power User, we relieve your staff of all of these burdens while constantly working proactively to help you sell more cars and get a greater return on your investment. The result is an efficient CRM experience that contributes to your net profit growth!
In conclusion, there are many ways that a CRM initiative can fall flat on its face. By hiring a specialist you can avoid these challenges and enjoy the fruits that an all-inclusive CRM initiative can bear.
Thanks for reading! What are your biggest CRM challenges?
We all know that content on the web is usually scanned, instead of really read. Your website visitors are hunting for a quick read; they want to get information fast! That being said, they make quick decisions without really thinking about it, like choosing not to read your blog post because of an unsatisfactory introduction paragraph. Continue reading below for writing tips that will improve your website!
Put Your Most Important Info First
Writing an essay and writing web or marketing content are two completely different things! Usually essays have an introduction, body and then a conclusion. The most important point usually made doesn’t happen until the conclusion section. For blog posts or any other web page writing, you need to do the opposite. Your most important points ALWAYS go first. Your customers want to know the details first. Basically they want to know what you do and what you can do for them instantly.
Keep It Simple
It’s extremely rare that a reader hangs on to every written word, especially on a website. Odds are the person doing the reading doesn’t have time and they are able to check several other websites instead of wasting time trying to figure out the main message. Clever phrases and complex words require people to think. People are not visiting your blog page or website to think. They are essentially on a hunt for quick information. A great rule-of-thumb is to write as if you’re talking to a 12 or 13-year-old. Use familiar words and don’t try to embellish or sound smarter than you actually are.
Write for The Scanners
When is the last time you read a full article on the Internet? If you’re like most people, probably never. Most website visitors glance at text and then click on the first promising link that catches their eye. Research actually shows that only 14% of people read web pages word for word, the rest scan. Make sure you have a great headline and featured image that communicates the message you’re trying to get across effectively. Also, ensure that your sub headlines summarize key points and include bullets for lists. Use short paragraphs and short sentences and skip all unnecessary words.
Plan Website Entry
With print writing, people usually follow the chronological order. For example, front to back or chapter one and then chapter two. However, this is not the case for writing that is published on the Internet. If you’re writing for your website, most of your web visitors will not start reading at your home page. Due to various links and advertisements, they could literally arrive anywhere on your website. You should make sure each page of your website is easy to scan and clarifies what your site is about. Each page should also have some type of call to action telling people where to go next. For instance, this could be “to read another blog post, click here” or “sign up for your email newsletter”. Do not rely on your navigation bar to tell people what to do next, instead include a button or link to guide people to take the next step.
In summary, don’t treat your web visitors like academic intellectuals. Keep your writing simple, don’t be wordy and don’t show off your extensive vocabulary. Know who you are and what you do, don’t try to be everything to everyone. In other words, be specific, be clear and be bold.