Simple Ways to Maximize the Potential of Your CRM

Simple Ways to Maximize

the Potential of Your CRM

Peter Ord Director of Business Development

DealerSocket

Moderator

Becky Ross Marketing Manager

(303) 228-8753

bross@kpaonline.com

Presenter

Peter Ord Director of Business Development

DealerSocket

Office: 949.900.0300 ext. 211

pord@dealersocket.com

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TO MANAGE THE POTENTIAL OF YOUR CRM

PRESENTED BY:

PETER ORD DIRECTOR OF BUSINESS DEVELOPMENT

DEALERSOCKET CRM

SIMPLE WAYS

2013

SMART RESULTS.

[ DRIVE ]

SMART PROCESSES

PETER ORD [ DIRECTOR OF BUSINESS DEVELOPMENT ]

9 YEARS WITH THE COMPANY…

THE GAME [ RELEVANCE ]

• BUILDING YOUR CUSTOMER FOR LIFE PROCESS

IS A GAME OF HOW RELEVANT YOU CAN BE

DEFINITION OF CRM

• RIGHT TIME

• RIGHT MESSAGE

• RIGHT PERSON

[ THE 3 R’S]

• 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?

YOUR DEALERSHIP

PROCESSES

YOUR DEALERSHIP

• INTERNET

• PHONE

• WALK IN

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

create appointments

Appointment Management

• Scheduled vs. Confirmed

• Created vs. Next 72 Hours

• Phone Calls Made vs. Created

• Emails Out vs. Emails In

[ SMART ]

INTERNET

PROCESSES

1. Routing

-Getting the right lead to the right person is pivotal to creating a successful strategy in your internet department

2. Response Time -First response type matters!

2. Response Time -First response type matters!

2. Response Time -Response time doesn’t only apply to Webleads

3. Status Driven Campaigns -A coordinated effort

Hig

h V

olu

me

Imp

ort

D

eale

r

Auto Responder

Immediate phone/email

Next day phone/email

5 day phone/email

Old Process New Process

Follow Up Campaigns

Stop Statuses Improve ROI

4. Email Templates and Follow Up

4. Email Templates and Follow Up

•Subject Line

•Consistent Format

•Develop Email Template

•Optimized for Mobile Devices

4. Email Templates and Follow Up

4. Email Templates and Follow Up

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…

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…

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?

[ PROCESS]

[ SMART ]

PHONE

PROCESSES

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.

What is Really Happening on the Phones…

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).

• 20 seconds should be the benchmark

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?

Information Capture on Phone Ups • Click trail

• Referring source

• Recent Phone Call Activity

• CID Information

• Rep that handled the call

• GeoTracking

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?

[ PROCESS]

[ SMART ]

WALK-IN

PROCESSES

Information Capture and how the buying experience is changing…

1. Manual

2. Reverse Phone Lookup

3. DL Scanner

4. THE FUTURE IS NOW… (Mobile)

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.

- % 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

Manage Quality and Quantity of Information

• Capture cell #, home #, email, Trade, source, notes…

Tracking the “Guy in the Red Shirt”

Tracking the “Guy in the Red Shirt”

Prospective Trades…

• Use your CRM to make Two Deals out of One

• Your CRM should REVEAL OPPORTUNITIES

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

[ PROCESS]

[ SMART ]

CUSTOMER

LIFECYCLE

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%

Fresh Up 10% Average Average 70%

• ENTER TEXT HERE

Consistent Processes

Creates Consistent Sales/Service Business

which Creates Manageable Pipelines

• 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

The Most Valuable Customer is your Repeat Customer

• 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

Targeted Campaigns at the RIGHT TIME

Radar Cars • Mike Margas –

Delray Honda http://ds.carmind.com/v.php?v=66636d6bccfd8ac2d66f4d04fdd0

006a

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!

[ PROCESS]

THANK YOU Questions?