| When it comes to Customer Relationship | | | | trade? A budget? Others involved in the decision? |
| Management (CRM), most car salespeople need an | | | | Armed with when calling would certainly show |
| "eye exam." They suffer from being short sighted. It | | | | professionalism, wouldn't it? |
| seems their vision cannot see any further than the | | | | And yes, how efficient it would be if you could store |
| next UP, the next walk-in. | | | | all of this information in one place. A convenient |
| My first sales manager told me "He who has the | | | | location that you could easily access. And when you |
| largest Rolodex wins". In one form or another, that is | | | | pulled the file to make contact, it would be great if |
| what most auto and RV sales managers still voice | | | | you could add notes, reminders, schedule an |
| several times a year. Although the Rolodex is now | | | | appointment. |
| automated, the idea holds strong. A system for | | | | So far, have we asked for anything extraordinary? |
| storing contact information. CRM expands it to include | | | | Not at all. It is stuff you, as a car salesperson, are |
| a process so salespeople can stay in touch with sold | | | | doing now. Except maybe you are not moving the |
| customers and a timely system for staying on top of | | | | information from your deal sheet to the CRM |
| prospects. When embraced, CRM is worth big bucks. | | | | software. And so you, like countless other car and |
| The problem for many salespeople is the elephant | | | | RV salespeople, are doing the daily paper-shuffle. You |
| syndrome. Customer Relationship Management | | | | know, the shuffle starts like this, "Lets see. Who |
| sounds labour intensive. Hence, most auto and RV | | | | should I call today? Shuffle paper. Shuffle paper. |
| sales consultants work at finding ways to short circuit | | | | Shuffle paper." The shuffle is played in the key of B, |
| rather than embrace CRM. What is it? For any auto | | | | for Broke. Oh, did I mention what most |
| salesperson, with the least bit of smarts, CRM is a | | | | paper-shufflers have in common? Small vouchers. |
| money machine. | | | | There is no doubt fully implemented Customer |
| With minimal change, Customer Relationship | | | | Relationship Management is more extensive. There is |
| Management can be the million dollar Rolodex for any | | | | the potential to integrate service, parts, after market |
| career RV or auto sales consultant. Let's say you, as | | | | revenue streams, and more. What should be clear is |
| an auto salesperson, are now keeping a copy of your | | | | that implementation from the showroom floor |
| contact sheets. Contact sheets are pretty generic. | | | | requires change. As a sales manager, an important |
| Email me for a FREE sample. And, even for pay | | | | question is "Am I happy with the information I |
| purposes, you are likely keeping a copy of your deal | | | | currently get on the worksheets?" If the information |
| sheets. | | | | is lacking there, it will not be any better automated. A |
| Regardless of what you call your worksheet, the | | | | second question "Do the salespeople understand the |
| following is basic information: | | | | personal income potential CRM has to offer?" If the |
| * Name | | | | answer is a "Yes" and the paperwork does not |
| * Address | | | | support it, then you need to make an executive |
| * Contact telephone number | | | | decision. |
| * Email address | | | | Customer Relationship Management is imperative for |
| That's it. Not too complicated. Four lines, the | | | | a progressive auto and RV store. If you are not |
| foundation of a CRM system. Sure, it is the bare | | | | following up with your prospects, someone is. If you |
| bones. But you have enough information to reach the | | | | are not building a relationship with your sold |
| person. | | | | customers, someone is. If you are not listening to the |
| Okay what do I say when I call, says you? That | | | | voice of your customers through service follow ups, |
| depends. | | | | CSI, and regular contact, someone else is. All things |
| Are you calling a prospect or a sold customer? If a | | | | being equal, people will buy from those they know, |
| sold customer, what make, model, year does he | | | | like, and trust. Is that you? Perhaps an "I exam" is |
| have? What were the terms, lease or finance? | | | | due. |
| Having this information sure would be beneficial, right? | | | | Remember: Nothing happens until someone sells |
| If a prospect, what is she interested in? Is there a | | | | something. |