Digital Dealer - January 2018 - 35

CRM the right way. BUT...
let's pretend that dealers do
all of those things. Here is
the conundrum...with such
a high turnover rate, there
is no real strategy on how
to train new hires the right
way, never mind get them
immersed in CRM. At best,
dealers might provide a
crash course on CRM and
let them F.I.T.F.O. (Figure
It The "Fudge" Out). That
is like showing a marine
how to use an M16 in the
field, in a war zone as
they are taking enemy fire.
Think about that analogy...
that too sounds absurd. A
marine learning how to use
and fire a machine gun for
the very first time while they
are deployed in a combat
zone and taking on heavy
enemy fire? Well folks,
welcome to the dealership
world!
There are so many aspects involved in setting up
a CRM the right way. Below
is a checklist of items that
you NEED to do, and that
you need to do right.
 MAKE SURE YOU
SET UP THE "TYPES" IN
THE CRM

1. Walk-In
2. Phone-Up
3. Text
4. Email
5. Social Media
6. Chat
7. Video
(These are the different
communication "types";
NOT to be confused with
sources.)

 SET UP ALL
RELEVANT AD
SOURCES. Delete all the

ones that your dealership
does not and will not use.
More clutter will result in
more mistakes. Also, be
specific. Don't just say
"radio," if you use 97.1.
Make the source "97.1." If
you use the same stations
with different shows, or

different days, make sure
you articulate that. It is
very important when trying
to track the ROI on your
money and time that you
have the best and most
specific "field intel."
 CREATE ACTION
PLANS! This task is one

of the MOST neglected
in the entire country.
Sure, most dealers create
action plans for fresh
leads, unsold showroom
prospects, internet and
phone ups. BUT...
 Most of these action
plans aren't good. They
are antiquated and
really don't make sense.
INSPECT them. Update
them!
 These plans might
have basics like follow
up with phone, email and
maybe text messaging...
but do these plans include
the following?
 Apple FaceTime or
Skype
 Social Media Direct
Messages (DMs)
 Video Email, Video
Text, Video Social
Media
 You need Action
Plans for ALL of these
scenarios:
 Fresh Walk-Ins...
(Road to the Sale)
 Unsold Showroom
Traffic (Be-Backs)
 Internet-Ups
 Phone-Ups
 Dead Deal Bought
Elsewhere
- Same Make
- Different Make
 Dead Deal Price
 Dead Deal Trade
 Dead Deal Credit
 Sold - Pending
Delivery
 Sold - Delivered
- Finance
- Lease
That was ONLY a snapshot of all of the Action
Plans a dealership should

have! Dealers need to
play chess NOT checkers
with their CRM. You need
to think of every single
scenario and map it out.
This will take a lot of time.
This is NOT a quick fix.
That is the reason why the
vast majority of dealerships do NOT have this
set up in their CRM.
Why don't people lift
weights? Because they
are HEAVY! But you have
to remember, if you want
the things that the average dealership (or person)
does NOT have, you have
to be willing to do what
the average dealership (or
person) is NOT willing to
do (legally, morally, etc.).
Let's look at one example: You're working an
internet prospect for days
or weeks and you finally
make contact with them
and they say they bought
elsewhere. ARGH! Now
what? Well, most dealerships would just "dead"
the purchase request as
"Bought Elsewhere" and
be done with it. I HIGHLY
disagree! Here is why:
NADA says when a person buys a car TODAY...
someone in their household will purchase another
vehicle within 90 days!
Also, a service customer is 70% more likely
to purchase a car from
where they service their
vehicle.
So, even a lost opportunity can be repurposed
to drive referrals and/or
service opportunity. But
NONE of that will happen
if we just "dead" the lead.
There needs to be a complete and thorough action
plan for every possible
scenario mapped out into
the CRM. PERIOD.
KEY POINT: Neglecting to have a plan will
result in missed opportu-

nities, and/or inefficiency
and wasted resources.
If you fire before aiming,
you will have to take more
shots to hit your mark then
you would if you aimed
first.
You can learn more on
how to maximize every
opportunity by joining me
in Chicago next month for
the Digital Dealer Workshops, where I will present
a workshop on the "7
Habits of Highly Effective
People," and facilitate a
keynote panel with four
elite automotive sales
experts:
1. Toni Anne Fardette
of Atlantic Auto Group, a
$1.1 billion-dollar dealer
group with 24 rooftops
that averages 5,600 units
per month!
2. Joe Shaker of Shaker
Auto Group, a New
England-based chain of
seven dealerships.
3. Louie Herron of Louie
Herron Chrysler Dodge
Jeep Ram in Georgia.
4. Brian Chapman of
Homer Skelton Ford in
Mississippi.
If you have any questions about this article or
if you would like a free
Strategy Session, email
seanb@dealersynergy.
com
SEAN V. BRADLEY, CSP is
an entrepreneur, published
author, speaker, and awardwinning international trainer.
He is an eight-time NADA/
ATD convention speaker and
a FranklinCovey Certified
Facilitator. He has earned the
coveted "CSP" designation
in the National Speakers
Association. Sean is also a
member of the elite "Million
Dollar Speakers Group" in
the NSA, as well as a State
Association Speaker and
Trainer. He has spoken at
over 217 NCM and NADA 20
Groups. Sean has personally
trained 25,000+ automotive
sales professionals in 1,100
unique roof tops. EMAIL:
seanb@dealersynergy.com

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

JANUARY 2018

35
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - January 2018
