Robert Gruen "The Power of a CRM"
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This document discusses the importance of customer relationship management (CRM) systems for car dealerships. It notes that 69% of car buyers visit dealerships without calling or emailing first, so dealerships should focus their efforts on in-showroom sales. Effective CRM systems integrate customer data and follow-up processes to track sales opportunities and ensure accountability. When implementing a new CRM system, dealerships need buy-in from all employees by linking the system to clear benefits like increased sales.
Robert Gruen "The Power of a CRM"
- 1. Pg. 33 The Power of a CRM Robert Gruen CEO The Higher Gear Group
- 2. What is WRONG with YOUR PROCESS and WHY are YOU CHANGING your CRM? • The short on how YOUR next CRM vendor is trying to hurt your chances of success!
- 3. What people are saying… • “I just got a NEW GSM and he is familiar with “X” • “My internet manager says we will sell more cars with “Y” • “This company called “Z” keeps calling me telling me that I would do way better with their software”
- 4. Robert C. Gruen • Who I am… • What I love? • Why I care?
- 5. Keep This Stat in your Mind “We found that 69% of buyers had just walked into the dealership for the first time without calling or emailing first. Only 23% called while only 8% sent an email to that specific dealer.”
- 6. Why does this matter? “We found that 69% of buyers had just walked into the dealership for the first time without calling or emailing first. Only 23% called while only 8% sent an email to that specific dealer.” Where should your focus be?
- 7. How car buyers choose to initiate contact with the dealer Transaction complexity drives consumer behavior
- 8. Who Said it? “We found that 69% of buyers had just walked into the dealership for the first time without calling or emailing first. Only 23% called while only 8% sent an email to that specific dealer. “ – Chip Perry, President and CEO AutoTrader.com (May 9th, 2012 – Chicago DigitalCon)
- 9. How car buyers choose to initiate contact with the dealer New Cars Used Cars Sample Size:(38,900) Sample Size:(71,726) Source: 2011 AutoTrader.com New Vehicle Sourcing Studies and 2011 AutoTrader.com Used Vehicle Sourcing Studies Used Cars Q2: Which of the following source(s), if any, did you use or see while vehicle shopping? Sample Size:(71,726)
- 10. The Showroom Visit Eventually this becomes a Showroom Opportunity or UP
- 11. Process vs. System What is a process? how you meet and greet when you demo ride what kind of follow up- who and when… What is a system? what you enter customer data into your configuration of follow-up letters, to-do’s, and email marketing reports on efficiencies and more
- 12. How to Get Buy-In? • Different approaches for different employees (Different strokes for different folks....) • What doesn’t work • Marriage between Process and System – Spiff Q – Weekly reviews, accountability – Feature and benefit
- 13. How to Get Buy-In? • EMBRACE Every Member of the TEAM Bares Responsibility And Commitment Equally
- 14. System Utilization • Start over TODAY, You can decide to be GREAT anytime • Re-launch your CRM initiative • Evaluate your sales force automation process • Make it about ACCOUNTABILITY
- 15. Tricks of the Software CRM Trade Off’s The short on how YOUR next CRM vendor is trying to hurt your chances of success!
- 16. Real Life Stories…. • “I just got a NEW GSM and he is familiar with “X” • “My internet manager says we will sell more cars with “Y” • “This company called “Z” keeps calling me telling me that I would do way better with their software”
- 18. THANK YOU for your time! EMAIL OR CALL ROBERT GRUEN ANYTIME AT 847.833.5677 – direct rgruen@highergear.com
Editor's Notes
- #8: We found that 69% of buyers had just walked into the dealership for the first time without calling or emailing first. Only 23% called while only 8% sent an email to that specific dealer.
- #11: “We found that 69% of buyers had just walked into the dealership for the first time without calling or emailing first. Only 23% called while only 8% sent an email to that specific dealer. “ – Chip Perry, CEO AutoTrader (