So, as a former CRM sales person, you would advocate that CRMs provide no value?
Not exactly Alex. I couldn’t live without CRM. Most people in society today couldn’t either. Think about it, your smart phone is essentially a CRM. It’s a communications device, a calendar, a task list, etc etc etc.
The challenge with most CRM’s in today’s automotive landscape is upper management doesn’t understand how critical they are and the fact they don’t properly interact with all phases of the buyers experience is a huge drawback. Some claim they do but saving a pencil sheet under a client record isn’t what I’m talking about. The critical ones that “get it” don’t fully buy in because if they did they’d stop for two weeks and build out their system. What’s more important? Two weeks worth of “your” tier 4 influence or two weeks of investment in your tier 1 future to serve you, the store and your team for many years to come?
Further, the simple fact you still need a workflow or daily action plan is antiquated in and of itself. The other drawback with that is it’s usually written by someone not actually interacting with clients and if they are, they’re not doing so regularly or successfully.
While I may remember the guy I bought my wedding ring from because he calls me two days (reminds me) before my anniversary each year doesn’t mean every vehicle purchase anniversary is as important as a client’s birthday. Or when their child was born. Or that it’s even important for them. Every customer is unique and Amazon and eBay have proven this.
So why then do “most” dealers and “most” CRM’s require a regimented workflow based on the nonsensical feelings of a non-accomplished individual? Why do they even allow it?
The first store I ran as a general manager had autobase in it. For the record, I LOVED autobase. I couldn’t believe the workflow which nobody was doing. Literally it was just a slow index card file and half of the staff were locked out because they never finished their daily tasks. When I asked who had written this workflow they told me the autobase rep. I called him, asked him to come out, paid him for a day of his time and we chatted. He went to Northwood too. I asked him how many stores he could show me that had perfect workflows and accomplished all daily tasks, none. I asked him for any before and after evidence which reflects what he’s asking us to do actually impacts the bottom line, he couldn’t. I asked him what positions he held in a store and how many cars he sold on average, what his CSI was and where his average gross was... crickets.
So, if I were to give a heart surgeon advice on how to perform open heart surgery, would he take it or would hospital security have me arrested? I’m guessing the latter...
Can CRM sell more cars, yes, absolutely, unequivocally, yes. However, can CRM sell more cars today, with what happens most of the time which I outlined above, no, absolutely not, can’t happen.
