4 Questions to Ask When Buying an Automotive CRM

September 17, 2014

In today’s highly competitive environment, the traditional models of managing new car sales opportunities and existing customer service opportunities may no longer to sufficient to continue to drive revenues at previous rates. If you are not currently utilizing an automotive dealership CRM solution, now could be the time to investigate them.

An automotive CRM solution is a software tool that can be utilized by a dealership to help capture, track, manage, maintain and communicate with prospects and customers. CRM tools can also provide a substantial amount of operational and analytical information about the sales and marketing effectiveness of the dealership as a whole looking at conversation rates, marketing success, model preferences and so on.

CRM solutions have a proven ROI across many industries and they should be evaluated based on your requirements. When exploring CRM options for your dealership, below are 4 questions to take into consideration.

1. How easy is it to integrate the CRM into existing systems (e.g. dealer management systems)?

Not every CRM system can easily integrate into your existing dealer management software and other IT systems. Ideally, you want a solution that is a good fit for your dealership’s marketing needs and allows for the transfer of information to and from other systems.

2. How easy is it to use and train your sales, marketing, administrative and IT teams on?

A key driver in the success of a CRM solution is its use. If your sales and sales support teams are not interested or motivated to use the solution, the investment will most likely not drive the return on investment you were hoping for. A CRM system is only as effective as the data it captures and how it is actively used.

3. What are your key business drivers for looking at a CRM solution?

Before evaluating any CRM solution, you must identify the business goals your dealerships wishes to accomplish through the CRM. Different solutions have different strengths. If you are looking for more insight into sales and marketing results then a solution with excellent reporting capabilities may be the best fit. If you are looking to increase conversion rates of walk-in or call-in traffic, then a system that focuses on this well could be a better fit.

4. What is your budget?

Price is always a key question for any software investment. The costs compared to the benefit of the CRM have to make financial sense. If you are running a smaller dealership, with a smaller budget, a large robust CRM may be overkill and too expensive. A less expensive CRM, with only core features may be all you require to meet your business goals.

Dealercraft is a CRM solution for automotive dealerships. To learn more about how our CRM software for auto dealers can help you sell more cars, contact us at [email protected] or 1-866-374-0443. You can also connect with us on Linkedin or follow us on Twitter.

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