Digital Dealer - August 2018 - 25

STOP THINKING LIKE A DEALER AND START
THINKING LIKE A CUSTOMER. HOW WOULD YOU
WANT TO BE COMMUNICATED WITH?"
call and email archaic
nonsense.
4. Triple check all your
templates because when
they get copied over
they are almost always
incorrect (i.e. wrong phone
number, wrong signature,
wrong auto-fill fields, etc.).
Now assuming you have
done all of this, you would
still not be utilizing the
CRM to work smarter and
not harder. Essentially, this
means how can we set up
the CRM so that we can
maximize our employees
time spent in the CRM to
identify and connect with
the lowest-funnel buyers in
the least amount of time.
Here are some tips to
make the CRM work for
you.
1. The average "work
plan" or "to-do list" has
hundreds of past due
activities, so even if you
have a superstar making
150 outbound calls per
day they are just calling
from some random list of
prospects. Set up custom
filters or buckets that with
one click, identify your
lowest-funnel buyers. For
a BDC or internet department this would mean
a one-click bucket that
pulls up all internet leads
that came in over the last
seven days to start with.
For a salesperson this
would mean a one-click
bucket that brings up all
their unsold follow-up for
the last seven days and

another one that identifies
their equity opportunities or
lease maturity opportunities
over the last 30 days.
2. Your follow-up campaigns must be set up thinking outside the box. Stop
thinking like a dealer and
start thinking like a customer. How would you want
to be communicated with?
What would impress you?
What would make you want
to do business here?
3. Your follow up campaigns must include text
message, chat and video
communications. Like it or
not, this is the age we live
in.
4. Set up teams for
reporting. It is much easier
to pull a report and look at
it based on team. Salesperson team, BDC team,
Internet Team, etc. The
goals will most likely be different for each team so why
look at one report with all
employees mixed together
and their names just alphabetized?
5. Set up automated
email reports for yourself to
receive daily, weekly and
monthly so you are forced
to look at KPIs that matter
and hold your people accountable to using the CRM
consistently and correctly.
I could go on and on with
this topic, but in the interest
of giving you just enough
to start with so you can
begin tackling this one item
at a time, I will stop here.
Please remember, you must

inspect what you expect.
Set the expectation, do not
bend on it and consistently
check to make sure it is
being done. You can be
their leader, or you can be
their friend, but you can't
be both. In the end, they
will thank you for being a
leader. I am pretty sure they
have enough friends. We
can make excuses, or we
can make money. We can
be part of the solution or
part of the problem. It's time

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

to make your decision.
TONI ANNE FARDETTE has
18 years in the automotive
industry. She was coined
"The Billion Dollar Girl"
in early 2017 because of
her success in running the
business development and
e-commerce departments for
the 1.1 billion-dollar Atlantic
Automotive Group. Toni Anne
left the Atlantic Auto Group
in June 2018 after ten years
with them to start her own
automotive training/consulting
business. EMAIL: tonianne@
thebilliondollargirl.com

AUGUST 2018

25
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Table of Contents for the Digital Edition of Digital Dealer - August 2018
