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7 Ways to Increase Customer Retention Using Your CRM At a time when car buyers are visiting more showrooms and considering more brands, these seven CRM activities are absolutely critical to winning back customers. By Gregory Arroyo Tip No. 1: Optimize DealerSocket CRM’s Daily Checkout Report DealerSocket CRM’s Daily Checkout Report serves as a great accountability tool for the sales team, especially sales managers. Not only can managers monitor sales in progress and completed activities, they can view incomplete tasks, emails captured, and get a snapshot of the current sales pipeline. Tip No. 2: Equip Leaders with the Right Tools DealerSocket CRM comes equipped with several capabilities designed to make managers better.The tool’s Dashboard is one such capability. Each user’s Dashboard can be configured so only the most critical information for that individual’s specific role is displayed. For example, a sales manager can customize the Dashboard’s Sales Tracking report so he or she can see which leads need follow-up. Tip No. 3: Check the Marketing Channel ROI Report One of DealerSocket CRM’s most powerful reports is the Marketing Channel ROI Report. It tells you which channel you need to keep investing in by showing return on investment by source, which lead sources deliver the highest and lowest closing percentages, and, more importantly, which lead source isn’t delivering on the promises made. Note that some lead sources power car-buying programs for affinity organizations. TrueCar’s relationships with USAA and AARP are good examples. Talk to your customer success manager about grouping tracking codes from the same source into one channel within the CRM’s Campaign Manager.

CRM 7 Ways V1 - info.dealersocket.com Your CRM At a time when car buyers are visiting more showrooms and considering more brands, these seven CRM activities are absolutely critical

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Page 1: CRM 7 Ways V1 - info.dealersocket.com Your CRM At a time when car buyers are visiting more showrooms and considering more brands, these seven CRM activities are absolutely critical

7 Ways to IncreaseCustomer RetentionUsing Your CRM At a time when car buyers are visiting moreshowrooms and considering more brands, these seven CRM activities are absolutelycritical to winning back customers.

By Gregory Arroyo

Tip No. 1: Optimize DealerSocket CRM’s Daily Checkout ReportDealerSocket CRM’s Daily Checkout Report serves as a great accountability tool for the sales team, especially sales managers. Not only can managers monitor sales in progress and completed activities, they can view incomplete tasks, emails captured, and get a snapshot of the current sales pipeline.

Tip No. 2: Equip Leaders with the Right ToolsDealerSocket CRM comes equipped with several capabilities designed to make managers better.The tool’s Dashboard is one such capability. Each user’s Dashboard can be confi gured so only the most critical information for that individual’s specifi c role is displayed. For example, a sales manager can customize the Dashboard’s Sales Tracking report so he or she can see which leads need follow-up.

Tip No. 3: Check the Marketing Channel ROI ReportOne of DealerSocket CRM’s most powerful reports is the Marketing Channel ROI Report. It tells you which channel you need to keep investing in by showing return on investment by source, which lead sources deliver the highest and lowest closing percentages, and, more importantly, which lead source isn’t delivering on the promises made. Note that some lead sources power car-buying programs for affi nity organizations. TrueCar’s relationships with USAA and AARP are good examples. Talk to your customer success manager about grouping tracking codes from the same source into one channel within the CRM’s Campaign Manager.

Page 2: CRM 7 Ways V1 - info.dealersocket.com Your CRM At a time when car buyers are visiting more showrooms and considering more brands, these seven CRM activities are absolutely critical

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Tip No. 4: Utilize Business Rules to Reengage Lost OpportunitiesDealerSocket CRM’s Business Rules feature does more than ensure your team is responding to leads in a timely fashion. It can also be used to market your dealership’s service department. Simply set a rule to automatically enroll a customer who bought the same make from a competing store into a campaign that emails him or her 30 days later. The message might read:

“Hi [Mr. Customer], sorry we weren’t able to make a deal. Don’t forget that we also service vehicles.”

All too often, we look at the CRM and never consider the fi xed-ops opportunities within.

Tip No. 5: Use the CRM’s Vehicle Wishlist to Capture MissedSales OpportunitiesWhen customers inquire about models your dealership doesn’t have in stock, make sure your sales team marks those missing vehicles to the dealership’s “Wishlist” when creating the opportunity within the CRM. Then create a wishlist widget on the CRM’s Dashboard so you know when those vehicles get added to inventory via trade or auction. This feature is another reason your sales team must log all essential details about a customer when creating an opportunity, including the reason why they left without buying.

Tip No. 6: The 3- and 10-day Manager TaskThis tip is a great way to ensure your salespeople are conducting proper follow-up and are entering notes into the CRM. Here’s how it works: If a fresh “up” enters the showroom but doesn’t buy, the salesperson who engaged the prospect has three days to follow up. At the 72-hour mark, the CRM issues a “3-Day Follow-Up” task to a sales manager to review the opportunity. If there is no update, the manager can type into notes the following questions: “Why didn’t you write any notes on this customer? What’s going on with the customer? How can I help?” The CRM will issue a second“10-Day Follow-Up” task seven days later, reminding the manager to check on the salesperson’s response or update.

Tip No. 7: Customize Reminder Labels to the Assigned TaskDealerSocket CRM offers a list of generic reminder labels, but you can customize the reminders based on the required task after clicking on “Add New Reminder.” A good example is a “5 PM Call” reminder, which immediately tells a salesperson that an unsuccessful attempt at reaching a customer was made earlier that day and to try again at 5 p.m. Other reminder labels could include the “One Week Follow-Up” and “Day 3 Follow-Up.”

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