7 profit leaks

R E T A I L B U S I N E S S D E V E L O P M E N T B E S T P R A C T I C E S
Customer Relationship Management:
Dealer Processes & Tactical Implementation
DEALER CRM BUSINESS DEVELOPMENT
7 POINTS OF OPPORTUNITY

1. INBOUND SHOWROOM
Objective:
Ensure collection of complete customer contact information
Process:
1. Greet Customer
2. Collect customer information including email
3. Log information into Dealer CRM application
4. Generate number from CRM app - required to work deal
5. Provide Salesperson incentive
Technology:
• Key control tied to CRM application that integrates with DMS.
• Data used by CRC for sold and unsold follow-up activities
Metrics:
Daily CRM Application Showroom Traffic Report by Salesperson

Inbound
Showroom

2. INBOUND PHONE
Objective:
Ensure collection of customer contact information and consistency
of phone techniques
Process:
1. Receptionist routes calls to CRC (Sales and/or Service)
2. Answer calls using scripts
3. Schedule an appointment
4. Enter Customer information into CRM application
5. BDC re-contacts customer
Technology:
• Calls automatically identified by caller ID and ad source
• Data entered into CRM app. and recorded
Metrics:
Customized Sales Call Reports identifies Source and call volume by
CRC staff with appointment to volume %

Inbound Phone

3. INBOUND INTERNET
Objective:
Convert Internet Leads into showroom visitors that buy
Process:
1. Respond to inquiry via email within 30 minutes using templates
2. Answer customer questions in first personalized email
3. Email quote on several vehicles, set stage for call
4. Call customer on phone within 2 hours
5. Schedule Appointment
6. Confirm appointment via email AND phone call
Technology:
• Internet Leads from ALL sources routed into Lead
Management/CRM app that integrates with dealer’s DMS
• Wireless device that integrates with CRM application
Metrics:
Lead volume by ISM with response time, appointment/closing ratios

Inbound Internet

4. OUTBOUND UNSOLD FOLLOW-UP
Objective:
Convert Unsold Opportunities into showroom visitors that buy
Process:
1. CRM application automatically generates daily customer contact
action plan
2. Management conducts daily Save-A-Deal meeting
3. CRC executes follow-up contact by phone, mail and email
4. Schedule appointment with customer to visit dealership
5. Make appointment confirmation call and send email
Technology:
• CRM app schedules unsold follow-up completed by CRC staff.
• Future follow-up is “results based” on today’s activity.
Metrics:
Contact volume by CRC staff with appointment/closing ratios

Business Development Center
Outbound
Unsold Follow-up

5. OUTBOUND SOLD FOLLOW-UP
Objective:
Maintain contact throughout the ownership cycle focused on
customer satisfaction ensuring a pattern of repeat business
Process:
1. CRM application schedules sold follow-up calls, letters and
emails according to a preset timeline (Lease Renewals, RTCM)
2. CRC completes customer contact utilizing scripts & templates
3. Schedule appointment
Technology:
• CRM app integrated with DMS so that sales activity automatically
schedules sold follow-up to be completed by CRC staff
• Future follow-up is “results based” on today’s activity
Metrics:
Contact volume by CRC staff with appointment/closing ratios

Outbound
Sold Follow-up

6. OUTBOUND SERVICE FOLLOW-UP
Objective:
Every customer who has their vehicle serviced by the dealership is
contacted to ensure satisfaction and generate repeat business
Process:
1. CRM application schedules service follow-up calls
2. CRC completes customer contact utilizing scripts & templates
Technology:
• CRM app integrated with DMS so that R.O.’s automatically trigger
next day follow-up to be completed by CRC staff
• CRM application creates action plans based on anticipated
service needs based on mileage and time intervals.
Metrics:
Service customer contact completion rate by each CRC staff

Outbound
Service Follow-up

7. OUTBOUND SALES PROSPECTING
Objective:
Proactively contact customers not currently in dealer’s portfolio of
business to increase conquest sales and AOI market share
Process:
1. Customer lists downloaded into CRM application
2. CRM app. schedules prospecting calls, direct mail & email
3. CRC completes customer contact using scripts & templates
Technology:
• CRM app. integrated with DMS so that customer data is available
upon arrival without duplicate data entry
• CRM app. creates action plans based on identifying those people
on list most likely to become customers.
Metrics:
Prospective customer contact completion rate by each CRC staff

Outbound
Sales
Prospecting
Business
Development
Center

SAMPLE BUSINESS PRACTICES
1. SHOWROOM
• All showroom traffic logged into Dealer CRM
Applications (Customer Tracking software)
Salesperson is protected for 72 hours
– Prestige BMW
• Pay Greeter $1.00 per email address obtained
– Central Florida Chrysler/Jeep

2. INCOMING PHONE
• CRC Manager listens to and records every phone
call by using “Who’s Calling” type service…
Offers management critique capabilities
– Fairbanks Dodge/Mazda
• Using Nextel Technology; incoming sales calls
go immediately to Salesperson’s cell phone…
Provides immediate customer contact
– Schumacher European Ltd.

3. INTERNET
• Clearly defined Internet Lead Response Process
with verifiable metrics…
13% Closing Ratio, 120/month, #21 Ward’s Top 100
– Sterling McCall Toyota
• Personal response within 30 minutes of request,
not including auto-response, both Team and
individuals held accountable for response time …
16% Closing Ratio, 21% Sales Volume mix
– Ourisman Chevrolet

4. UNSOLD FOLLOW-UP
• All customers are manually entered into Gold Mine
(using Gold Mine for 8 years) by CRC Coordinator…
automatically schedules written and phone follow-up
• Using Dealer CRM Application, follow-up calls made
by Salespeople who can be locked out of the system
if calls are not made…
Increased follow-up consistency
– Prestige BMW

5. SOLD FOLLOW-UP
• 14 phone contacts per customer in the 1st
year…
#1 Infiniti dealer for CSI in the past 3 years
- Infiniti of Orlando
• Follows RTS recommended 4 Phase Lease
Renewal Process…
75%+ YTD Lease customer retention rate
– Scott Honda

6. SERVICE
• State of the art color glossy dealership quick
reference guide given on delivery to introduce
the CRC
• Service reminder postcards sent to customers for
specific dealership-only service (not oil changes)…
Generates greater revenue per Repair Order
– Ourisman Chevrolet

7. PROSPECTING
• CRC Managers required to confirm scheduled
appointments as part of process and
salesperson’s pay plan requirements…
85% show ratio average
– Sterling McCall Toyota
• A rotation of Salespeople prospect daily using a
purchased list of current Chrysler owners
– Central Florida Chrysler/Jeep

Buy-in from all department managers
Hiring, training and keeping the right personnel
Fully integrated technology (CRM to DMS)
Investment (facility, equipment, software & training)
Verifiable R.O.I. Measurement
PROCESS IMPLEMENTATION
CHALLENGES

Dealer Meetings
Best Practice Manual
Technology Assessments
Program Development
Regional Pilots
NEXT STEPS

DEALER CRM PROCESS DEVELOPMENT
What does success look like?
“All the lights are on, and the customers come home”

7 profit leaks

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