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?