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Big Data and the Holding Company...

4/25/2016

With the explosive growth of automotive CRM companies has come the wealth of data on modern car shoppers research and purchase processes. As car dealers are bombarded by 'expert' vendors promising to increase sales with their access to 'big data' it seems some of that info could be shared by CRM companies to help dealers laser target customers. Some 3rd party lead providers already notify a dealer that a lead has also requested info on another make and model vehicle, a savvy CRM company could take that to an even higher level and notify dealers when a consumer submits a lead to multiple stores using the same CRM. For instance:

Dear ABC Ford,
Your customer Joe Smith with email address [email protected], who recently requested information about a 2016 Ford Fusion has also requested information about a 2016 Honda Accord.

Many great Internet salespeople already send comparison info when following up with leads however being able to send specific comparisons might assist in gaining a customers trust by providing relevant shopping assistance rather than a shot gun blast of specs on vehicles possibly not even being considered. Something like;

Hello Joe!
The 2016 Fusion you have selected is a fantastic choice in a field of great cars. Many of our Fusion customers have also looked at the new Honda Accord and they have found that the Fusion offers better...

CRM companies already share your customer data with research and even some marketing companies, why not with the dealers they gather it from? This is just my opinion of course but perhaps it could be a conversation that dealers could benefit from.

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Winging it is for tailgate parties, not dealerships...

4/14/2016

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Are your salespeople just ‘winging it’?
Chances are that your Internet Sales Personnel have a process they work off of, a series of steps to take when they receive an online information request that probably includes a schedule of when and how they attempt to contact the customer. Everyone has their own idea of what works best; call, email, text and follow with another call… call, call, email and call again the next day etc. While I am not here to suggest what process works best I am merely asking two questions. First, as the Manager or GSM etc do YOU know what the sales process for Internet leads is? If not why not?

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