Car Dealer Marketing: How To Get Sales Reps To Use CRM Software

September 3, 2014

Driving sales is paramount to any business. Without revenues there can be no profit. At a car dealership, a CRM solution is vital for supporting sales and associated marketing efforts. The challenge for many owners or sales managers is getting your front line workers using the system consistently.

Although a CRM is essential for car dealer marketing, many salespeople do not like using CRM systems because they see the tool as a source of additional management oversight. This viewpoint is unfortunate because a CRM can exponentially support their sales efforts and make them better sales people.

Here are suggestions to help with getting your sales and sales support team engaged with a CRM solution.

1. Provide training

Create a simple best practices document and do hands-on training with the employees. Have employees use the system and then have a meeting to review questions they have and see how they are doing. The management team can also help by importing existing accounts and contacts into the new CRM to make it easier for the team to get started.

2. Set expectations

Let the sales team know that they will be expected to use the CRM everyday to record leads, customers, activities, opportunities and other relevant information. Inspect what you expect by viewing the data and see how the team is using the CRM system.

3. Use the CRM for everything

One of the biggest benefits of a CRM is the simplification of customer follow-ups, contact lists, forecasts, and other sales and marketing related activities. These can all be created using data from the CRM. Generating automatic reports using the CRM will save time for the sales and marketing team.

4. Ensure senior leadership uses the CRM too.

The dealership’s management team should use the system as well, not just the sales and sales support staff. Management can run reports themselves, instead of asking a rep for information. Using the CRM system in a live forecast review is very powerful. Not getting the leadership team to use the CRM is often the biggest reason for a failed CRM implementation.

5. Automate where you can

Many email and marketing automation systems can be integrated into CRM systems. This will make it easier for the team to use the system and also allow for more up to date data to be in the system.

There are many benefits for organizations to use a CRM system to support an auto dealer’s sales team and other parts of the business. Following a few of the simple best practices above will make adoption easier and ensure the entire company gets the most benefit out of their investment.

To learn more about using a CRM to sell more cars at your dealership, contact us at [email protected].

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