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Tips on how to Maximize
YOUR usage with YOUR
current CRM
Chris Gardiner – OptionSoft CRM
Full Name | Company | Job Title | Email
What is a CRM?
Customer Relationship Management (CRM) – practices,
strategies and technologies companies use to manage and
analyze customer interactions and data throughout the
customer lifecycle.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Todays Conversation
Sales
Follow Ups
Missed Opps
Cleaner Data
CRM
Service
Missed Opps
Follow Ups
Finance
Missed
Opportunities
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Todays Conversation
Topics:
•
Ways to get CLEANER more ACTIONABLE Data.
•
Strategic Searches of a Dealerships Data for new Leads.
•
New Follow Ups with various customer types.
•
Advanced Reports to review.
Goal:
•
Provide you with one or two tips that you can start using
immediately.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Cleaner DATA
New Customers
•
Make Data Points
restricted:
o Email address
o Source Type
o Source
•
Managers must:
• Review email
addresses.
• Update Source
Type and Source.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Cleaner DATA
No Sale Customers
• Updating a customer record for your “nonsale” customers is Vital.
• MANAGEMENT Must confirm and monitor
this.
• Helps with remarketing in both Sales and
Service
• “Lost Customers” – Purchased
somewhere else – Market for
Service Work
• “Unable to Finance”
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Cleaner DATA
Re-Market to those Customers
• Updating a customer record for your “nonsale” customers is Vital.
• MANAGEMENT Must confirm and monitor
this.
• Helps with remarketing in both Sales and
Service
• “Lost Customers” – Purchased
somewhere else – Market for
Service Work
• “Unable to Finance”
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Data Searches
Data Mining – Ability to find leads from the dealerships
internal Database.
Sales – Service - Finance
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Data Searches
Sales:
•
Sold Customers:
• Lease Turn Ins
•
Equity Searches (specific
vehicles cross referenced
with Payoff)
•
High APR Customers –
“time to refinance”
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Data Searches
Sales:
•
Unsold Customers:
• Unable to Finance
• Ties into Clean data
• Customers from 6-9
months ago
•
New Rebate / End of Month
blow out
• Shopping multiple
vehicles.
• Had to be at a
certain price point.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Data Searches
F&I:
•
Missed Opportunities (Did not
purchase VSC / PPM, etc.)
•
Expiring VSC
Most of these Searches can be turned into
Campaigns
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Campaigns
• Campaigns: Follow Up Schedule for ALL Customer
Types.
• Includes:
• Calls
• Auto-Emails
• Manual Emails
• Texts
• Letters
Managers must Enforce
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Campaigns
Sales
• Un Sold Customers:
• 45 Day Out – Text Blast
• Sold Customers:
• Lease Turn Ins (3, 6, 9 Months out)
• Letters, Emails, Calls.
• Bid Dog Email (1, 3, 6 Months)
• Works well if offering a BIG Bird Dog.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Campaigns
Sales
• Service Customers:
• 1 Year Inspection
• 10 or 11 months after last inspection
• 5k, 10k Service Works
• Estimated at 4 and 8 months
• Declined Work
• 1 day after
• F&I:
• Declined VSC
• Auto-Email, discuss benefits
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Reports
Sales
Zip Code Source
Zip Code Analysis
• Determine what
Zip Codes are
giving the most
opportunities and
best ROI
• Great for Mailers!
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
Reports
F&I
Sales Snapshot
Used for F&I and
the TO Process
Shows Sales
Managers and
Sales People and
what products they
are selling and
closing %.
Chris Gardiner| OptionSoft CRM | Director of Operations | [email protected]
CONTACT INFO
Full Name:
Chris Gardiner
Company:
OptionSoft CRM
Job Title:
Director of Operations
Contact:
[email protected]
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