A Pentana Solutions Presentation
CRM – The
Road to Sales
Presented by: Stuart Charman
CRM Strategic Consultant
20th March 2015
CRM in the Automotive Market
The
Dealership
Lead
Management
Marketing
CRM
DMS
CRM
Strategy
Retention
Follow up
The
Customer
2
Agenda
CRM - The Road to Sales
CRM Strategy to successful sales life cycle
A business process
CRM tools
Key ideas to take away with you
3
CRM Strategy
Month 1
Accountability
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Sales Process Check – Embedding Follow Up Process
Email Capture – Increasing Marketing Database
Sales Log – Capturing Accurate Information
Sales Tracking – Accountability for Entering All Leads
Month 2
Engagement
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•
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•
Managing Tasks – Maintaining Contact
Proactive Scheduling
Managers Dashboard
Appointment Tracking
Month 3
Opportunity Management
•
•
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Focus on Appointments - Confirmation
Long Term Follow Up and ROI
Responses
Emailing
4
CRM Strategy
Month 4
Building Lists & Marketing
•
•
•
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List building – Sales, Service, Finance
Campaigns and Documents
Effective eDMs
Tracking Codes and Email Open Rates
Month 5
CSI and QA’s
•
•
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CSI Follow Up
QA (Customer Feedback) Events
Lost Prospect Follow Up
Online Reputation
Month 6
Pipeline
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CRM Overview
Sales Pipeline
Service Pipeline
Marketing Pipeline
5
CRM Justification
Sample of 8 dealerships
6
Prospect Marketing & Lead Management
DealerSocket
CRM
Benefits
Lead Management
E-mail templates
Increased
customer
satisfaction
before and after
delivery
7
CRM Initiatives
Finance offers
Lost due to deciding to wait
Lost prospect to a competitor
Hot prospect lists
8
Follow up
48% of buyers
spend 1 – 3 months before
making a decision
Hot prospects vs Lost
prospects
9
Follow Up
Hot prospects
Medium prospects
Long Term prospects
Daily phone call priorities
LOST prospect review
10
Service Retention
Year after purchase
Metro
Rural
Handover/Follow-up Service
100%
100%
First year
91%
93%
Second year
82%
87%
Third year
68%
77%
Fourth year
49%
58%
Fifth year
40%
49%
11
Service Retention
Service eDM’s
versus
Service Maintenance Notices
12
Service Retention Initiatives
Customers that declined a recent recommendation
Customers that purchased between 3 – 6 months
Sales customers that were marked to LOST, but
purchased the same product somewhere else
Specific Operation Code customers
13
CRM Tools - SMS Communication
Discretion
SMSLink
Succinct
Cost savings
Increase revenue
Reduce service “no shows”
14
Direct and Target Marketing
Use e-mail etiquette
Increase e-mail open rates
Reach the right customers
15
Direct and Target Marketing
16
CRM Initiatives for Existing Customers
New car sold but with no Aftermarket
We want your trade
Birthday month specials (The customer’s birthday or
the dealership’s birthday)
Customer loyalty for customers that have purchased
more than a number of vehicles or spent over a $$
amount
17
CRM Business Development Centre
Call Centre experience
700 Calls p/m
CRM Contact
Centre
250 Letters p/m
120 Bookings p/m
180 Surveys p/m
6 Specific Reports p/m
110 CRM SMS sent p/m
200 Database updates p/m
To generate $20,000 revenue p/m
18
Mobile Lead Management
33% increase in lead capture when
using a mobile sales CRM tool
19
Data Integrity
210 Deals in 6 weeks &
Dynamic
Matching
11 Deals for $25k GP
Real-time updates
Sensis technology
Verify names, addresses and
phone numbers
20
CRM Initiatives
Serviced not sold
Unsold follow-up
Happy Birthday call
Lost service customers
Lost prospect reviews
21
CRM Benefits
CRM will assist you to….
Make more money
22
CRM – The
Road to Sales
Thank you