Digital Dealer - October 2017 - 17

enterprise.
More and more organizations are beginning to
realize that overall CRM
success depends heavily
upon how they treat their
employees. Hiring good
people, setting high goals
and expectations, providing needed resources,
training and developing
new skills, and holding
people accountable for
results seem to be critically
important ingredients in
organizational success.
Employees who work in
organizations with these
qualities often exert more
effort toward organizational goals, report higher
levels of job satisfaction,
and are more likely to stay
with their company over
the next three years than
employees working for
organizations that do not
possess these qualities.
And, for the bonus round their customers love them
and keep coming back.
Although the ingredients
for organizational success
appear straightforward,
few companies appear
able to implement them on
a consistent and comprehensive basis because
many managers believe
they do not have time to
interview potential employees properly, much less
set clear expectations and
develop skills. Nor are they
much better at holding their
employees accountable for
results, as many managers
do not take the time to conduct weekly one-on-one
performance much less
annual reviews. If research
vibrantly shows us that
these leadership activities
are related to an organization's ability to attract and

TO ENSURE
SUSTAINABLE,
PROFITABLE GROWTH,
ACCOUNTABLE
PROCESSES MUST TAKE
A LEADING ROLE IN THE
VALUE CHAIN."
retain key talent and in
turn provide us with superior results, and if managers are not doing them,
then what other things are
they spending their time
on that could possibly be
more important?
CRM Process Leadership is the required key
in order to grow people,
processes and customer
base. Never a better time
to re-invent yourself, your
people and your store
than today. Say goodbye
to the status quo and
hello to new processes
and relationship principles
that will encourage and
sustain overall dealership
growth.
Here are a few required Skill Sets for Team
Member Development to
ensure your growth plan
will succeed and provide
an enhanced Customer
Experience:
CRM Team Member
Development Training
Requirements:
	
Superior phone skills
	
Phone guides for
every occasion
	
Personality and behavior alignment understanding
	
Best practices in
objection handling,
	
Securing appointments with high show
ratios
	
Empathy for customers,

	
Discipline towards
mission goals,
	
Interviewing/questioning skills,
	
Listening skills,
	
Email/rext grammatical and construction skills,
	
Follow-up integrity,
	
Value-added customer experience enhancement,
	
Overall communications skills,
	
Negotiating skills,
	
Product knowledge
	
Customer-centric
attitude
	
Teamwork
These are just a few
of the essential elements
required to operate a
well-honed operational
customer experience.
Target these elements into
your development program and you will receive
an abundance of engaged
employees, happy customers and your business
will become stronger.
Personally, I like a BDC
although I prefer to call it
a CRE or Customer Relationship Experience. The
theory here is it is easier
to "thoroughly" train and
develop a 3-to 8-person
team than it is to train
15 to 20 people towards
excellence. Sort of the
Navy Seal vs. Battalion
theory. It offers up tight
controls, accountability
and a discipline towards
mission fulfillment. I know

the term BDC has a negative connotation attached
to it due to the multitude
of dealership failures over
the years but I conclude,
as many others, that it will
become the future of our
business.
Most of the BDC failures
in the past were due to:
	
Management not
appreciating the value
proposition
	
Lack of process training
	
Lack of leadership
overseeing project
	
Lack of policy and
procedures
	
Not knowing how to
pay the team members,
	
Thinking the costs
were prohibited
	
Etc., etc.
Too bad the failed dealerships did not take the
time to investigate deeper
the critical elements to
drive a successful BDC
venture. As the saying
goes, you get what you inspect not what you expect.
If you are interested in
receiving a few enriching
ideas that you can employ
now send me an email
chuck@impactgroupcrm.
com and I will get them out
to you. Also, if you have
any questions or success
stories I would love to hear
about them.
CHUCK BARKER is President & Founder of Impact
Marketing & Consulting
Group, located in Virginia.
EMAIL: Chuck@impactgroupcrm.com

D I G I TA L D E A L E R . C O M

OCTOBER 2017

17
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - October 2017
