The internet has given the automotive industry a leg up when it comes to selling cars. Today, a dealership can sell more cars than ever before while developing meaningful relationships with their customers. The drawback? There are also more moving parts than ever before.
This can make a salesperson’s job more difficult. An auto CRM system is just what your company needs to simplify your dealership and develop great customer relationships.
Automotive vs. a General CRM System
Before signing up for anything, it is important to understand what a CRM system is and what it can do for a dealership. The acronym CRM stands for Customer Relationship Management. Businesses of all types can use CRM systems to manage customer relationships and store vital data.
It is a centralized, efficient, organized, and most importantly easily searchable, way for a dealership to store important customer data. Information stored on a CRM system includes:
- Information on Leads
- Customer Information, such as email addresses and phone numbers
- Potential Leads
Most CRM systems have these features, but many general CRM systems have extra features that you don’t really need in the auto industry. You won’t use the extra features, and they can make the user interface less streamlined than you’d like.
A general CRM system might also be missing key features that you do need for your company. Having access to key auto-industry-specific features can give you an extra edge when it comes to managing customer relations. So, what can an auto CRM system do for you?
Minimize Work Associated with Leads
The leads process can be challenging at the best of times. Maybe your sales manager assigns every lead manually. Perhaps each salesperson fights to be the first to claim a lead. No matter how you run your lead distribution process, you probably still have salespeople who feel the process isn’t fair.
An automotive CRM system can efficiently and impartially distribute leads among your salespeople, saving your sales managers time so they can work on other, higher priority tasks.
Minimize Potential Missed Deals
Many car dealerships struggle with landing a potential deal. One detail or another gets forgotten during the sales process, and the whole deal falls through. An automotive CRM lets you create an action plan broken down into specific tasks. Each of these tasks will relate to your unique selling process.
The right CRM system can help reduce instances of salespeople forgetting details in the selling process and losing sales as a result. Of course, a deal can still sometimes fall through even with this safeguard. Looking in the CRM to see what might have happened with the deal will allow you to still follow up with that customer to save the deal.
Quickly Contact New Leads
People expect instant results, especially online. One study in the Harvard Business Review found that when a company contacted leads within an hour, the customers were seven times more likely to make a purchase. Contacting them within 24 hours brought that up to 60 times more likely.
Many CRM systems have auto-reply features so you can get back to a potential customer right away. Even if you’re already spending time on other tasks, you can set a simple message to thank the lead for contacting you.
Streamlining Test Driving
You know how monumental the test drive phase is when it comes to helping your customers decide to choose your car. However, juggling so many requests for a test drive can overwhelm salespeople. Coordinating everything will only add to your workload.
An auto CRM can handle the details for your company. A customer can then submit the request for a test drive on your website, which will send the information right to the CRM. The CRM then will send the customer a confirmation email. The task will then get added to your daily workflow. It will have all the customer’s information already populated. You can simply look at your workflow to see what was going on for that day.
Personalize the Whole Sales Experience
It is vital to build customers’ trust. Customers need to feel like they are valued and receive personalized attention when they interact with the dealership. Using an automotive CRM system allows a sales manager to create a targeted campaign, personalize emails, and keep track of important events for customers.
Important events can include things such as car-buying anniversaries and birthdays. A CRM system allows the manager to send customers a personalized message. This is important when it comes to customer loyalty. Personalized interactions are invaluable for creating a lasting customer relationship.
Complying with Regulations
The right CRM system also will help a dealership follow anti-spam laws. Without following these laws, a disgruntled customer might report a dealership for contacting customers who didn’t want to hear from it. The 1991 Telephone Consumer Protection Act (TCPA) prohibits businesses from sending out unsolicited communications. If a lead asks to opt-out, then you must honor that request.
With a CRM system, an automotive dealership can create a way for customers to opt-in or out of communications. The system can automatically keep track of the customers who do and don’t want to hear from a dealership. Keeping communications TCPA compliant no longer must be a tedious task, which gives salespeople more time to speak to the customers who do want to hear from them.
Choose a Great Auto CRM System
A car dealership has unique needs from other types of companies. Today, it’s just about impossible to manage a successful company without a CRM system. A CRM system designed just for the auto industry helps the manager and team at a car dealership see an even bigger difference.