I posted this earlier today and thought you dealers out there may find this useful:
If there is one thing I have figured out working for multiple dealers, multiple lenders and now multiple CRM companies, no product is any better than the people who use it. What I always find is negative feedback about how bad someone is yet the person posting isn't even a good user of the product.
When I served my dealer community as a lender, I had many times where in just an attempt to improve relations with a store, I would get management to agree to approve anything within set basic parameters, (I won't bore you with the criteria but trust me when I say I took the leash off). Did dealers take advantage of it? No. Why? This may be the central issue.
It seems to me that dealers seldom become and maintain a certain level of progressive thought and execution. What's the proof? I have heard that 80% of all dealerships change their technology vendors when the agreement reached full term. This may not be 100% accurate but I wouldn't doubt it. Recently both VinSolutions and DealerSocket made big time lists of natioanlly recommended publicists for high achievement in growth. Is that proof?
Some online postings will support my claim. Take Kevin's comments from 4/07 on DealerRefresh as support for my claim. He used Higher Gear, then iCar, then VinSolutions. All since 2007? Proof?
Bottom line is that you are only as good as your commitment to utlize fully a product. Cars are complicated things. Do you just pour juice in them and they go? No. Do you really expect your CRM to be simple to? Reality is that you can pull back the filters on anyone's CRM and never follow up on anyone or anything that it tells you to. There is so much horsepower behind these things through automated responders and triggers that the dealership will sell more cars without your staff even using or touching the CRM just beacuse it will farm that hard.
Next time you evaluate a CRM ask yourself the following:
1. Will they support me and proof of it.
2. Does the tool support as much or more of my fixed operations as it does my variable operations? Fixed ops are the key to nearly every store.
3. If it is easy to use a salesperson should be able to make 3 - 5 hash marks for the number of times their fingers had to type something on a keyboard leading up to taking a deal to the tower.
4. Your next CRM should be able to "Stop" or "Cease" it's automated workflow plan (Day 1, 3, 5, 7, etc follow up tasks) tasks or actions anytime someone in the dealership owns and is being responsible for the deal. Many CRMs will fire automated redundant work tasks even though the sales person has already set up a plan of action in the system.
5. Your CRM must and should be certified and real-time integrated with your DMS. This isn't always possible but many CRM providers will disguise the truth to earn your business. A nightly file drop is not what I am talking about here. Pull but not push doesn't cut it either. And just beacuse your DMS and CRM came from the same place doesn't mean it works better. I know one that argues with itself: CRM says, "Sold" tonight but the deal paperwork was finished tomorrow and marked, "Sold" in the DMS. Now reporting is offline for "Sold" units and you have to rectify.
6. How does your CRM show you it's ROI? I only know of one CRM that will literally show you when it's working and can be credited for business. With the average car salesman forgetting their non-sold customer in 2-4 weeks, (Or so I have been told / experienced) your CRM can't, shouldn't and when used right, wont't.
7. I think your CRM should create a culture of tranparency and a culture of accountability. I am not talking about just for the dealership either. Will your CRM display when there is a push error wih the DMS with out burying the info? This little feature will save you painstaking troubles down the road...trust me.
8. Finally, service after the sale. I have only experiencd one CRM that on their own dime partners with you on a regular and consistant basis, even coming to the store to consult on the tool so that your results can be targeted and modified as you grow and change. Most CRM companies focus too much on selling you the product and not ensuring your success. Does your CRM reps pay get negatively affected when your usage drops or you are not performing? That is commitment.
If there is one thing I have figured out working for multiple dealers, multiple lenders and now multiple CRM companies, no product is any better than the people who use it. What I always find is negative feedback about how bad someone is yet the person posting isn't even a good user of the product.
When I served my dealer community as a lender, I had many times where in just an attempt to improve relations with a store, I would get management to agree to approve anything within set basic parameters, (I won't bore you with the criteria but trust me when I say I took the leash off). Did dealers take advantage of it? No. Why? This may be the central issue.
It seems to me that dealers seldom become and maintain a certain level of progressive thought and execution. What's the proof? I have heard that 80% of all dealerships change their technology vendors when the agreement reached full term. This may not be 100% accurate but I wouldn't doubt it. Recently both VinSolutions and DealerSocket made big time lists of natioanlly recommended publicists for high achievement in growth. Is that proof?
Some online postings will support my claim. Take Kevin's comments from 4/07 on DealerRefresh as support for my claim. He used Higher Gear, then iCar, then VinSolutions. All since 2007? Proof?
Bottom line is that you are only as good as your commitment to utlize fully a product. Cars are complicated things. Do you just pour juice in them and they go? No. Do you really expect your CRM to be simple to? Reality is that you can pull back the filters on anyone's CRM and never follow up on anyone or anything that it tells you to. There is so much horsepower behind these things through automated responders and triggers that the dealership will sell more cars without your staff even using or touching the CRM just beacuse it will farm that hard.
Next time you evaluate a CRM ask yourself the following:
1. Will they support me and proof of it.
2. Does the tool support as much or more of my fixed operations as it does my variable operations? Fixed ops are the key to nearly every store.
3. If it is easy to use a salesperson should be able to make 3 - 5 hash marks for the number of times their fingers had to type something on a keyboard leading up to taking a deal to the tower.
4. Your next CRM should be able to "Stop" or "Cease" it's automated workflow plan (Day 1, 3, 5, 7, etc follow up tasks) tasks or actions anytime someone in the dealership owns and is being responsible for the deal. Many CRMs will fire automated redundant work tasks even though the sales person has already set up a plan of action in the system.
5. Your CRM must and should be certified and real-time integrated with your DMS. This isn't always possible but many CRM providers will disguise the truth to earn your business. A nightly file drop is not what I am talking about here. Pull but not push doesn't cut it either. And just beacuse your DMS and CRM came from the same place doesn't mean it works better. I know one that argues with itself: CRM says, "Sold" tonight but the deal paperwork was finished tomorrow and marked, "Sold" in the DMS. Now reporting is offline for "Sold" units and you have to rectify.
6. How does your CRM show you it's ROI? I only know of one CRM that will literally show you when it's working and can be credited for business. With the average car salesman forgetting their non-sold customer in 2-4 weeks, (Or so I have been told / experienced) your CRM can't, shouldn't and when used right, wont't.
7. I think your CRM should create a culture of tranparency and a culture of accountability. I am not talking about just for the dealership either. Will your CRM display when there is a push error wih the DMS with out burying the info? This little feature will save you painstaking troubles down the road...trust me.
8. Finally, service after the sale. I have only experiencd one CRM that on their own dime partners with you on a regular and consistant basis, even coming to the store to consult on the tool so that your results can be targeted and modified as you grow and change. Most CRM companies focus too much on selling you the product and not ensuring your success. Does your CRM reps pay get negatively affected when your usage drops or you are not performing? That is commitment.
