Simple Ways to Maximize the Potential of Your CRM Peter Ord

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Simple Ways to Maximize

the Potential of Your CRM

Peter Ord

Director of Business Development DealerSocket

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Moderator

Becky Ross

Marketing Manager

(303) 228-8753

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Presenter

Peter Ord

Director of Business Development DealerSocket

Office: 949.900.0300 ext. 211 [email protected]

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If you have questions during

the presentation, please

submit them using the

“Questions” feature

Questions will be answered

at the end of the webinar

QUESTIONS

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@kpaonline

#DealerWeb

TK Carsites Social Networks

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TO MANAGE THE POTENTIAL OF YOUR CRM

PRESENTED BY:

PETER ORD

DIRECTOR OF BUSINESS DEVELOPMENT DEALERSOCKET CRM

SIMPLE WAYS

2013

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SMART RESULTS.

[ DRIVE ]

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PETER ORD

[ DIRECTOR OF BUSINESS DEVELOPMENT ]

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THE GAME

[ RELEVANCE ]

• BUILDING YOUR CUSTOMER FOR LIFE PROCESS IS A GAME OF HOW RELEVANT YOU CAN BE

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DEFINITION OF CRM

• RIGHT TIME

• RIGHT MESSAGE • RIGHT PERSON

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• When someone comes to your

dealership through the internet, phones, or doors…

• What processes do you have in place to KNOW and UNDERSTAND who your customers are?

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PROCESSES

YOUR DEALERSHIP

• INTERNET • PHONE • WALK IN

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APPT. MANAGEMENT

• 80% of your leads are coming through the phone or the internet

• That means that 80% of your success is dependent on your stores ability to

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Appointment

Management

• Scheduled vs. Confirmed • Created vs. Next 72 Hours • Phone Calls Made vs. Created • Emails Out vs. Emails In

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[ SMART ]

INTERNET

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1. Routing

-Getting the right lead to the right person is pivotal to

creating a successful strategy in your internet department

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2. Response Time

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2. Response Time

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2. Response Time

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3. Status Driven Campaigns

-A coordinated effort Hi gh V o lu m e Im p o rt D ea ler Auto Responder Immediate phone/email Next day phone/email 5 day phone/email

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4. Email Templates and Follow Up

• Subject Line

• Consistent Format

• Develop Email Template

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4. Email Templates and Follow Up

• YouTube Integration Introduced

– You can be more effective using 3rd_{party endorsements through}

leveraging “qualified” media… (edmunds, motortrend…) – The more Viral the video the

more meaningful to the customers

– Personalize your walk arounds by sending them via email…

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4. Email Templates and Follow Up

• YouTube Integration Introduced

– You can be more effective using 3rd_party

endorsements through leveraging “qualified” media… (edmunds, motortrend…)

– The more Viral the video the more meaningful to the customers

– Personalize your walk arounds by sending them via email…

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SMART INTERNET

1. Routing – Get the lead to the right person 2. Response Time – Like it or not this matters!

3. Strategy – A coordinated effort saves time and money

4. Collateral / Content – How would you like to be followed up with?

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[ SMART ]

PHONE

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Following statistics are based off of a study covering a two month period, 1,956,624 calls and 346 dealerships.

39% of leads driven to a dealership are left stranded

on the phone

Most of the 39% were callers asking for a specific person

Out of the 61% of calls that did get to talk to

someone only 6% of the calls included an attempt to

set an appt.

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Time it takes to get a qualified rep

– 67% of online shoppers will call for any

purchase greater than $100 (atg/oracle survey)

• Imagine how that percentile is affected for big ticket

items

– Dealerships should be managing true

connection time (time it takes for caller to be

connected to qualified agent).

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Questions to ask yourself

– What are you doing to make sure that you convert those

phone leads that you fight so hard for and spend so much

on?

– Are you investing in call tracking products to give you

visibility into sometimes scary reality at your store?

– What happens at your store when someone calls for steve

but steve isn’t there?

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Information Capture on Phone Ups

• Click trail

• Referring source • Recent Phone Call

Activity

• CID Information

• Rep that handled the call

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SMART PHONE

• Are phone ups as valuable as internet leads at your store?

• Do we ask for the appointment when we get the phone to ring? • What’s more important an inbound call or an outbound call?

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[ SMART ]

WALK-IN

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Information Capture and how the

buying experience is changing…

1. Manual

2. Reverse Phone Lookup

3. DL Scanner

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Nordstroms vs. Macey’s

Apple vs. Your Dealership

• People feel more comfortable giving you

information when you are standing with them

and not behind a computer.

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- % Increase in Confirmed Appt. – 31%

- % Increase in Appointments Opened – 16% - % Increase in Store Visits – 15%

- % Increase in Demo – 19%

- % Increase in Sold – 16%

- % Increase in Fresh Ups being logged – 39%

Benefits of Capturing Information

w/ a Mobile Device

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Manage Quality and Quantity of Information

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Prospective Trades…

• Use your CRM to make Two

Deals out of One

• Your CRM should REVEAL

OPPORTUNITIES

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SMART WALK-IN

1. Capturing information more efficiently 2. Tracking Quantity and Quality of Data

3. Tracking the Ups that aren’t entered (Unconverted Up)

4. Making two deals out of one by insuring that Trades are captured

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[ SMART ]

CUSTOMER

LIFECYCLE

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FINDING THE RIGHT CUSTOMERS

Which Customers Are Best?

Closing Gross CSI Ad Spend

Repeat 60% High High 5%

Internet Up 40% Low High 15%

Phone Up 20% Low Average 10%

Be-back 30% Low Low 0%

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• ENTER TEXT HERE

Consistent Processes



Creates Consistent Sales/Service Business

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which Creates Manageable Pipelines

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• Tom’s #1 problem with his inventory is moving his 90 day units… • Answer: “Trades turn faster, Auction cars turn slower…” – Tom • Solution: Market to your existing customer base more efficiently • Matt’s #1 problem with his inventory is that he needs to “Get more

trades that he can retail.” – Matt

• “72% of appraisals buy a car in 3 days” – Tim Deese

• “With a history there is no Mystery!!!” – Tim Deese

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• High Dollar Amount RO w/ Purchase date over X years ago • X months to Lease Renewal

• 18 Months to Finance Termination • New model notification

• We Want your Trade • Customer w/ Equity

• New Vehicle Incentives

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Radar Cars

• Mike Margas – Delray Honda

http://ds.carmind.com/v.php?v=66636d6bccfd8ac2d66f4d04fdd0 006a

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SMART Lifecycle

1. Drip vs. Pour – Lists are your testing ground

2. Repeat Customers are your most valuable customers 3. A coordinated / Relevant Approach

4. Radar Cars – with a History there is NO Mystery!

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