Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Next generation auto crm presentation

1,283 views

Published on

Next generation auto crm presentation

Published in: Automotive, Business, Technology
  • Be the first to comment

  • Be the first to like this

Next generation auto crm presentation

  1. 2. WHAT ARE WE DOING NOW? WHY DO WE DO IT THIS WAY? HOW CAN WE DO IT BETTER? OUR BIG PICTURE!
  2. 3. The 7 Profit Leaks FIND SERVE KEEP
  3. 4. #2 PHONE SALES PROCESS #1 SHOWROOM SALES PROCESS #3 INTERNET SALES PROCESS #4 UNSOLD FOLLOW UP PROCESS #5 SOLD FOLLOW UP PROCESS #6 SERVICE FOLLOW UP PROCESS #7 PROSPECTING PROCESS
  4. 5. 1st week 1st month 1st year 2nd year 3rd year 4th year 5th year 6th year LOW HIGH Phone Contact Loyalty Repair Dollars # 6 SERVICE FOLLOW UP
  5. 6. # 4 UNSOLD FOLLOW UP
  6. 7. Sell & Service more vehicles profitably! Mail, email & phone Lease Finance SERVE FIND KEEP C R C Walk-In Internet Phone OTHER Service Unsold 80% Permission Based Customer Contact SOLD SOLD 20% - Unsold Walk-Ins - Unsold Phone - Unsold Internet - Sold - Service - Prospects 75% Lost 500 250 100 100 75 400
  7. 8. Profit Opportunity Sold 67.5 x $1250 = $84,375 12 x $84,375= $1,012,500. Moving the “NEEDLE” slightly makes a BIG Difference! Walk-In Phone Internet Unsold 500 5% 25 250 5% 12.5 100 5% 5 400 5% 20 100 5% 5
  8. 9. We SAW how a CRC could make a DIFFERENCE! WE Identified the OPPORTUNITIES! Now, we need to APPLY them! What does it take to go from... Concept REALITY?
  9. 10. <ul><li>Improved Sales, Profit & CSI </li></ul><ul><li>Increased Customer Loyalty </li></ul><ul><li>Improved Tracking of Information </li></ul><ul><li>Better Customer Follow Up </li></ul><ul><li>Long Term Customer Relationship </li></ul><ul><li>The CRC is the “Insurance Policy” for the DEALERSHIP! </li></ul>Our CRC Goals Pre-Sale Sale Post-Sale Re-Sale
  10. 11. Customer Relationship Center Starters <ul><li>Dedicated Place </li></ul><ul><li>Promote a Telephone Environment </li></ul><ul><li>Dedicated People </li></ul><ul><li>Pay Plans that Reward activities you want </li></ul><ul><li>Organized People with Computer Skills </li></ul><ul><li>Director/Department answering to GM or Dealer </li></ul><ul><li>Dedicated Processes </li></ul><ul><li>Unsold Follow Up (Daily) </li></ul><ul><li>Sold Follow Up (Daily) </li></ul><ul><li>Service Follow Up (Daily) </li></ul><ul><li>Internet Management (Daily) </li></ul><ul><li>Inbound Phone Calls (Daily) </li></ul><ul><li>Lease Renewal Follow Up (Weekly) </li></ul><ul><li>Prospecting (Weekly) </li></ul><ul><li>Technology </li></ul><ul><li>Take advantage of technology </li></ul>
  11. 12. Customer Relationship Center Technology How will/do you DECIDE To manage YOUR INFORMATION? Internet Lead Management : Contact Management Salespoint Outlook Customer Information Mgmt : Contact Management Prospecting : Manufacturing Lists Third party sites Dealer database management Reporting : Microsoft Excel Contact Management DMS
  12. 13. Can you Utilize CRM Process and Applications Daily to: Daily Relationship Management <ul><li>Capture Customers - Live </li></ul><ul><li>Record Activities </li></ul><ul><li>Manage Daily Tasks </li></ul><ul><li>Organize Information </li></ul><ul><li>Communicate to Customers </li></ul><ul><li>Manage Concerns </li></ul><ul><li>Report Results </li></ul>SELL MORE VEHICLES
  13. 14. Our CRC Results With our CRC Reports We Track : Outbound Calls Inbound Calls Internet Opportunities Web Page Stats Appointments Units SOLD CRC Report - MAY 2008 AUTOMARK PAGE STATS Unique Visits 5,562 Page Views 11,473 DEALERCONNECTION PAGE STATS MTD Unique Visits Page Views Average Visit Length CRC ACTIVITY MTD Outbound Calls Sales & Service 616 Inbound/Outbound Leads 553 Internet Leads 312 Appointments Made Sales & Service 325 Sales & Service Confirmations 308 Appointments Showed Sales & Service 182 Appointments Showed Sales 141 Unsold Follow Up Sales 17 TOTAL - Unit Sales 59
  14. 15. Our CRC Results FE and BE Grosses VEHICLE DETAIL NEW - Units Sold FE Gross BE Gross Total Cars 17 $13,496 $13,172 $26,668 Trucks 25 $23,880 $26,308 $50,188 Total 42 $37,376 $39,480 $76,856 USED - Units Sold FE Gross BE Gross Total Cars 7 $15,926 $10,095 $26,021 Trucks 10 $19,389 $18,299 $37,688 Total 17 $35,315 $28,394 $63,709 TOTAL - Units Sold FE Gross BE Gross Total Cars 24 $29,422 $23,267 $52,689 Trucks 35 $43,269 $44,607 $87,876 Total 59 $72,691 $67,874 $140,565 INTERNET   FE$ BE$ TOTAL NFVG 20 $26,781 $29,847 $56,628 UFVG 6 $14,236 $8,425 $22,661 TOTAL 26 $41,017 $38,272 $79,289
  15. 16. Our CRC Results CRC Expenses Net Income CRC EXPENSES Internet Leads $ 2,190 Website Fees www.rich-ford.com $ 901 richardsonfordsales.com www. Rich Ford.net www.Rich Ford NM.com autotrader.com $ 5,500 $ 8,591 Software Fees Know me/Visible Customer $ 3,100 Contact Management $ 1,930 LSI/Dealer Connection/Call Bright $ 1,092 Other Expenses Mail/Marketing $ 895 Office Supplies $ 675 KBB License $ 83 Google Adwords Online $ 5,047 Advantix Media (Website Placement) $ 1,000 ebay listing fees $ 402 Microsite Management (5 sites) CRC Salaries $ 14,349 CRC Bonuses $ 2,868 Salesperson Commissions $ 18,173 Total Expenses $ 58,205 Net Income $ 88,041
  16. 17. Our CRC Results OVERALL TOTALS (MAY 2008) WK MTD SALES     Leads 75 553 Appt 44 250 45.2% Confirmations 44 245 Show 27 141 56.4% Sold 8 59 41.8% 23.6% SERVICE Appt 17 75 Confirmations 10 63 Show 7 41 54.7%
  17. 18. <ul><li>July to December 2007 January to June 2008 </li></ul><ul><li>New and Used Advertizing New and Used Traditional Ad Budget at same </li></ul><ul><li>Traditional budget only Dollar levels and added digital media campaign </li></ul><ul><li>($38,250 more for 6 months) </li></ul><ul><li>Generated 3,156 Terrestrial Radio Spots during prime drive time (8,609,529 impressions) </li></ul><ul><li>Traditional New and Used Promo Traditional new and Used Promo + Online </li></ul><ul><li>Campaign ($27,750 more for 6 months) </li></ul><ul><li> Generated an additional 15,190 clicks to our </li></ul><ul><li> web site (69,540,557 impressions) </li></ul>Digital Marketing has Measurable Properties
  18. 19. <ul><li>Last 6 of 2007 First 6 of 2008 </li></ul><ul><li>Website Incoming Calls 1545 1889 </li></ul><ul><li>(Calls per month) 257 314 </li></ul><ul><li>CRC Website Traffic 32976 36573 </li></ul><ul><li>CRC Internet Leads 1598 1894 </li></ul>
  19. 20. <ul><li>Last 6 of 2007 First 6 of 2008 </li></ul><ul><li>Website Incoming Calls 1545 1889 </li></ul><ul><li>(Calls per month) 257 314 </li></ul><ul><li>CRC Website Traffic 32976 36573 </li></ul><ul><li>CRC Internet Leads 1598 1894 </li></ul>
  20. 21. <ul><li>Last 6 of 2007 First 6 of 2008 </li></ul>Total CRC Vehicle Leads 4016 3425 Total CRC Vehicle Appts 2063 51% 1554 45% Total CRC Vehicle Shows 1039 50% 879 57% Total CRC Vehicle Sales 463 45% 382 43% TOTAL DEALERSHIP RETAIL SALES (YTD) 2003 1906 (-5%) NATIONAL RANKING FOR FORD #46 #32 REGIONAL RANKING FOR FORD #6 #1 METRO RANKING FOR FORD #1 #1
  21. 22. <ul><li>METO MARKET POSITION </li></ul>RICH FORD IN OUR “OWN BACKYARD” 2008 VS. 2007 YTD TOP TWO FORD COMPETITORS: RICH FORD SALES RETAIL SALES VOLUME -5% COMPETITOR #1 RETAIL SALES VOLUME -17% COMPETITOR #2 RETAIL SALES VOLUME -19% *2008 JUNE YTD NATIONAL SALES FORD -12.9%
  22. 23. Obstacles to ANY CRM Success <ul><li>Total Dealership Support </li></ul><ul><ul><li>Are You COMMITTED or INVOLVED? (GM/Dealer) </li></ul></ul><ul><ul><li>Is there ACCOUNTABILITY? </li></ul></ul><ul><ul><ul><li>What do you do with the information? </li></ul></ul></ul><ul><li>Salesperson/Showroom Acceptance </li></ul><ul><ul><li>Can you show “WHAT’S IN IT FOR THEM”? </li></ul></ul><ul><ul><li>Will you TRAIN them to SUCCEED? </li></ul></ul><ul><li>Paradigm Change </li></ul><ul><ul><li>Your CUSTOMERS are CHANGING...are YOU? </li></ul></ul><ul><ul><li>Do you believe in “What, Why and How?” </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Will you SHAPE Technology, or will Technology SHAPE You? </li></ul></ul><ul><ul><li>Will you HIRE and PAY people who UNDERSTAND Technology? </li></ul></ul><ul><li>Expectations </li></ul><ul><ul><li>How will you define SUCCESS? (Crawl, Walk, Run) </li></ul></ul><ul><ul><li>How will you deal with OBSTACLES? </li></ul></ul>
  23. 24. Our Current Active Opportunities <ul><li>Retail Trade Cycle Management </li></ul><ul><li>Service Reminders </li></ul><ul><li>Phone Process </li></ul><ul><li>Appointment Process </li></ul><ul><li>Sales Process </li></ul><ul><li>Follow Up of Sold Customers </li></ul><ul><li>Follow Up of Unsold Phone Customers </li></ul><ul><li>Follow Up of Unsold Internet Customers </li></ul><ul><li>Follow Up of Unsold Walk-In Customers </li></ul><ul><li>Inbound Internet Process </li></ul><ul><li>Service Follow Up </li></ul><ul><li>Orphan Follow Up </li></ul><ul><li>Prospecting </li></ul><ul><li>Concern Resolution Process </li></ul><ul><li>Lease Renewal Follow Up </li></ul><ul><li>Service Prospecting </li></ul><ul><li>Digital Advertizing/Marketing </li></ul>Where are your OPPORTUNITIES? How will you capture more than what you are currently?
  24. 25. SALES • PROFIT • CSI • LOYALTY <ul><li>“ EAT THE ELEPHANT ONE BITE AT A TIME” </li></ul><ul><li>WHAT IS YOUR PROCESS FOR YOUR “LEAK?” </li></ul><ul><li>HOW WILL YOU MEASURE YOUR PROCESS </li></ul><ul><li>WHO WILL BE RESPONSIBLE? </li></ul><ul><li>INSPECT WHAT YOU EXPECT (DAILY/WEEKLY) </li></ul><ul><li>CRAWL, WALK, RUN </li></ul>

×