Digital Dealer - June 2019 - 44

S A L E S 	 &	 VA RIA BL E	 OPS: CRM Continued from pg. 43

Fields on Your Website
 After-Hours Message
for Every Source
 Phone Sales, Including
Phone Up Processes
for Your:
●	Showroom Sales
Team
●	BDC Team
 Showroom Visits:
	 ● Be-Back Process
● 2nd Be-Back
Process (Meaning a
separate process for people
that were be-backs that
come back into the showroom and again do not buy.
You do not want them to
go into the exact same "beback" process as before!)
●	Situational Be-Back
Process:
	 	 	○	Be-Back	Trade	
	 	 	○	Be-Back	Finance	
	 	 	○	Be-Back	Vehicle	
Most dealerships barely
have a "be-back" process...
never mind five! But the
reality is that there are many
situations that call for different ways to handle them for
the unsold showroom visit.
 Appointment
Processes for:
	 	 			○	Appt.	Scheduled	
	 	 			○	Appt.	Reminders	
	 					○	Appt.	Missed	
	 	 			○	Appt.	Rescheduled
 DEAD Deal
Processes for...
● "Price"
● "Trade"
● Credit"
● "Distance"
● "Bought
Elsewhere"
- Bought Same Make
- Bought Different
Make
	 	 ○		"Did NOT Respond"
	 	 ○ "Changed Mind"
	 	 ○	"No Phone Number
44

JUNE 2019

or Contact Info"
●	Sold Processes for:
○	Sold "Pending"
(Deposit)
	 	 	○	Sold "Delivered"
- Cash Deal
- Finance
- Lease
Dealers, managers, and
sales professionals, please
go back and read that list
again. The items on that list
are critical, and the large
majority of dealerships do
not have them set up! Even
the dealerships that do, usually have only 4-5 set up.
Now, that was only an
outline - think about what
	

application.")
 Email Response to
the prospect's online credit
application from the "Desk
of the F&I Manager"
 Task: "A prospect just
submitted a credit application. You are going to want
to do a quick review of the
credit application and make
sure this is either "unsure
credit" or "good credit," then
it should be in the Status.
If this is "special finance,"
change status to special
finance. Next, identify if
this needs to be handled
by management or a sales
consultant or from the BDC.

IMPROVING IN THESE
AREAS REQUIRES TIME
AND MONEY TO SHIFT
TO WHERE IT'S NEEDED
THE MOST - CRM
STRATEGY."
else goes into these action
plans and processes.
There's still all of the content, email templates, text,
HTML, video, phone scripts,
voicemail scripts, chat
scripts, social media scripts,
objections and rebuttals,
and more!
Each of your action
plans requires its own
detailed process and setup
within the CRM. As an
example, let's look at the
system set up for a finance
application:
Immediately after a
customer submits a credit
application, the systems
automates the following:
 Alert: Phone notification runs (i.e. "Customer
has submitted a credit

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

Then, you must put in the
proper "status" department/
person: DS-Finance Credit
App (Sales) or (BDC)"
If the task has not
been completed within 15
minutes, the systems automates the following:
 Alert: "Customer has
submitted a credit application 15 min. ago. Your F&I
manager has been notified."
 Task: Attn: F&I has
had this NEW credit app for
15 minutes and has NOT
dispositioned this app.
If in one hour, there still
hasn't been any activity, the
system runs another...
 Alert: "Customer has
submitted a credit application 1 hour ago. Your F&I
manager and sales manag-

er have been notified."
 Task: "F&I management has had this NEW
credit app for 1 hour and
has NOT dispositioned this
application. You are going to
want to do..."
As you can see, there's
a great deal of planning involved in setting your CRM.
Many dealerships do not
have a fraction of their CRM
even close to being set up
correctly. They spend money in marketing, advertising,
and HR, but wonder why
they're losing market share,
volume, and gross. Improving in these areas requires
time and money to shift to
where it's needed the most CRM strategy and sustaining a 'CRM Culture' within
the organization.
Stay tuned as I'll cover
much more on CRM and
provide you with actionable
insight on how to leverage
this technology fully. In the
meantime, for questions or
a complimentary CRM audit
for your dealership, email:
SeanB@DealerSynergy.
com
SEAN V. BRADLEY, CSP is an
entrepreneur, published author,
speaker, and award-winning
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 rooftops. EMAIL:
seanb@dealersynergy.com
http://www.DIGITALDEALER.COM
Digital Dealer - June 2019

Table of Contents for the Digital Edition of Digital Dealer - June 2019
