Digital Dealer - June 2019 - 43

...WHAT THEY 'SEE' (THEIR PARADIGM) OR HOW
THEY SEE SOMEONE/SOMETHING WILL DIRECTLY
AFFECT WHAT THEY 'DO,' THEIR BEHAVIOR..."
and GMs should all be held
accountable to proper and
consistent use of their CRM.
SOME BACKGROUND

Through the setup of
various CRM platforms,
including processes, automation, templates, scripts,
etc, and the ongoing CRM
support we provide for 200+
rooftops, I understand the
value of a CRM, as well
as the work that goes into
setting up and sustaining a
well-running CRM "machine" or said differently, a
CRM culture.
Unfortunately, from my
perspective, I believe the
large majority of dealerships
do not equip their team or
hold them accountable to
using their CRM effectively,
so there's a huge amount
of lost productivity and lost
opportunity. While dealerships may have some basic
processes in place for their
CRM, the platform is largely
underused, in fact:
 VinSolutions estimates that out of their
almost 6,000 roof tops on
their CRM, most use only
30% of the features within
the platform!
Although, when leveraged effectively, CRM can:
	  Decrease employee
attrition and increase
employee retention
	  Increase CSI
	  Cut average cost
per lead/show/sale
	  Increase volume
and gross
	  Increase productivity

and effectiveness
	  Create work/life
balance
The bottom line is, CRM
is a powerful tool that can
help dealerships to sell
more cars - and with greater
profitably!
"SEE-DO-GET"

Dr. Stephen Covey talks
about "See-Do-Get" concept
in his best-selling book (35+
million copies sold), "The 7
Habits of Highly Effective
People."
See-Do-Get is based
upon this: Peoples' paradigms affect what they do,
meaning, what they "See"
(their paradigm - how they
view someone/something)
will directly affect what they
"Do" (their behavior), and
what they "Do" will directly
correlate with the results
they "Get."
Let me give you an
example of see-do-get with
automotive CRM:
 Sales consultants at
ABC Motors believe CRM
is a waste of time. They feel
like it's a punishment, they
hate it. Why? Because no
one in management likes it
or uses it. Managers complain about how the CRM
sucks, and salespeople do
the same. They receive essentially no training on their
CRM, so they really didn't
understand the ins and outs
of the platform. They "SEE"
CRM as an annoyance.
So, what will they "DO"
with their CRM? Well, for
starters they will feel stress

and anxiety about it. They
won't go out of their way to
learn everything they can
about CRM. They will never
devote the time into mastering the CRM, and instead,
they'll likely do the bare minimum (just enough so they
don't get yelled at). Some
will even fake their efforts
and lie when asked if they
studied or trained. Why?
Because there is little to no
accountability, no one will
catch them in a lie or realize
they skipped training, and
so the behavior continues.
What will they "GET"?
Their results will mirror
their efforts. They will have
minimal results from their
CRM. They will not be as
productive as they could
have been. They will not sell
as many units as they are
capable of, leaving them
frustrated and annoyed.
They will have to work harder and longer than necessary, and then they will say,
"I told you... CRM SUCKS."
But there is a better way.
"See-Do-Get" can be a positive! If a sales team believes
CRM is a powerful tool
for their success, they will
engage it more fiercely with
tenacity and determination.
They will train and master it
(at least way more than they
do now) and of course their
results will reflect their effort.
Its Hakuna Matata! See-DoGet.
Now that you hopefully
"see" CRM as an instrument
to your success, let's focus

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

now on what you can "do"
to put a road map in place
to "get" the most out of each
and every opportunity.
As a starting point, here's
a bare minimum list of
areas that you need to have
covered for your CRM to be
even remotely effective and
valuable.
CRM action plans and
processes must be developed for the following:
 Internet Leads,
Email Form Field
Submissions:
	 ● Internet Purchase
Requests
● (Optional) Purchase
Requests for...
	 	 			○	New	cars		
	
	 					○	Used	cars
 OEM Internet Requests:
●	Pricing
●	Trade-In
●	Comparison
 Finance Application
 Special Finance App.		
 Trade Appraisal
 KBB Instant Cash
Offer (Trade)
 Other Third-Party
Trade Tools Like:
●	Trade Pending
●	Trade Rev
●	Max Digital
 Third-Party Lead
Source Providers:
●	AutoWeb
●	CarsDirect
●	TrueCar
 Online Classifieds:
●	Autotrader
●	Cars.com
 Employment App.
 Referrals From Form
Continued on pg. 44

JUNE 2019

43
http://www.Cars.com http://www.DIGITALDEALER.COM
Digital Dealer - June 2019

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