6 Reasons Your Dealership Does NOT Need A CRM

[JessicaRuth]

CRM is not a new topic around these parts, in fact it's one of the most common. But, despite the best practices, offers of help, questions of which one is best, we all know your CRM isn't going to work unless you work your CRM.


"...What the following reasons provide are valuable talking points to discuss opportunities with a CRM solution or problem you may be experiencing in your store. Admittedly the title to this article is very tongue in cheek, especially since I serve dealerships in my position for a CRM provider.
[h=3]CRM Utilization will not be enforced[/h]It happens to the best of us. With grand intentions we sign up for the latest and greatest CRM solution with all the bells and whistles then… we let our salespeople get away with not properly using it. Maybe it is just too difficult for the salespeople? In that case you may..."
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[yagoparamo]

Kelly,

Lots of good points.

CRMs are often bought as a solution to control leads/customer interactions and hopefully increase sales. What is often overlooked is that CRM's record sales processes that need to be in place before hand in order to make this new tool a success. It is also overlooked the amount of management needed to get these system to work; it is often times a 'change of culture' rather than just simply a new tool. Lots of dealers have no phone recording software or even if they have it they don't use it. What good is it to add information to the CRM about poorly handled phone calls? We will get great time stamp report cards and a great overview that our sales team now answers 1.5 minutes faster than before but the calls will still being mishandled with poor communication and information to our customers. This results in an overload of data that we don't know how to actually use t increase sales.

The purpose of a CRM, and any other software you buy for the dealership, needs to: Increase sales OR truly decrease costs OR increase productivity.

A CRM itself looks from the outside as the solution but it is only the tool to find the solution.

 

[jeffwallen]

hacked again