next generation auto crm presentation
TRANSCRIPT
WHAT ARE WE DOING NOW?WHY DO WE DO IT THIS WAY?HOW CAN WE DO IT BETTER?
OUR BIG PICTURE!
IN-BOUND OUT-BOUND
PHONE • MAIL • eMAIL
100%
The 7 Profit Leaks
FIND SERVE KEEP
#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
1stweek
1stmonth
1styear
2ndyear
3rdyear
4thyear
5thyear
6thyear
LOW
HIGH
Phone Contact
Loyalty
Repair Dollars
#6 SERVICE FOLLOW UP
#4 UNSOLD FOLLOW UP
SERVEFIND KEEP
CRC
Walk-In
Internet
PhoneOTHER
Service
Unsold80%
Permission Based Customer Contact
Sell & Service more vehicles profitably!
SOLD
SOLD 20%
- Unsold Walk-Ins- Unsold Phone- Unsold Internet
- Sold - Service - Prospects
Mail, email & phone
Lease
Finance
75%Lost
500
250
100
100
75
400
Profit OpportunityProfit Opportunity
Walk-In Phone Internet
Unsold Sold
500
5%
25
250
5%
12.5
100
5%
5
4005%
20
100
5%
5
67.5 x $1250 = $84,375
12 x $84,375= $1,012,500.
Moving the “NEEDLE” slightly makes a BIG Difference!
We SAW how a CRC could make aDIFFERENCE!
WE Identified the OPPORTUNITIES!Now, we need to APPLY them!
What does it take to go from...
Concept
REALITY?
•Improved Sales, Profit & CSI•Increased Customer Loyalty•Improved Tracking of Information•Better Customer Follow Up•Long Term Customer Relationship
The CRC is the “Insurance Policy” for the DEALERSHIP!
Our CRC Goals
Pre-Sale Sale Post-Sale
Re-Sale
Customer Relationship Center Starters
• Dedicated Place
Promote a Telephone Environment
• Dedicated PeoplePay Plans that Reward activities you wantOrganized People with Computer SkillsDirector/Department answering to GM or Dealer
• Dedicated ProcessesUnsold Follow Up (Daily)Sold Follow Up (Daily)Service Follow Up (Daily)Internet Management (Daily)Inbound Phone Calls (Daily)Lease Renewal Follow Up (Weekly)Prospecting (Weekly)
• TechnologyTake advantage of technology
Customer Relationship Center
Technology
How will/do you DECIDETo manage YOURINFORMATION?
Internet Lead Management:Contact Management
SalespointOutlook
Customer Information Mgmt:Contact Management
Prospecting:Manufacturing Lists
Third party sitesDealer database management
Reporting:Microsoft Excel
Contact ManagementDMS
Can you Utilize CRM Process and Applications Daily to:
Daily Relationship Management
•Capture Customers - Live•Record Activities•Manage Daily Tasks•Organize Information•Communicate to Customers•Manage Concerns•Report ResultsSELL MORE
VEHICLES
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
Our CRC Results
With our CRC Reports We Track:Outbound CallsInbound CallsInternet OpportunitiesWeb Page StatsAppointmentsUnits SOLD
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
Our CRC ResultsFE and BE Grosses
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
Our CRC Results
CRC Expenses
Net Income
Our CRC ResultsOVERALL 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%
July to December 2007 January to June 2008New and Used Advertizing New and Used Traditional Ad Budget at same
Traditional budget only Dollar levels and added digital media campaign
($38,250 more for 6 months)
Generated 3,156 Terrestrial Radio Spots during prime drive time (8,609,529
impressions)
Traditional New and Used Promo Traditional new and Used Promo + Online
Campaign ($27,750 more for 6 months)
Generated an additional 15,190 clicks to our
web site (69,540,557 impressions)
Digital Marketing has Measurable Properties
Last 6 of 2007 First 6 of 2008
Total CRC Vehicle Leads 4016 3425Total 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 RETAILSALES (YTD) 2003 1906 (-5%)
NATIONAL RANKING FOR FORD #46 #32
REGIONAL RANKING FOR FORD #6 #1
METRO RANKING FOR FORD #1 #1
METO MARKET POSITION
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%
Obstacles to ANY CRM Success• Total Dealership Support
– Are You COMMITTED or INVOLVED? (GM/Dealer)
– Is there ACCOUNTABILITY?• What do you do with the information?
• Salesperson/Showroom Acceptance– Can you show “WHAT’S IN IT FOR THEM”?
– Will you TRAIN them to SUCCEED?
• Paradigm Change− Your CUSTOMERS are CHANGING...are YOU?
− Do you believe in “What, Why and How?”
• Technology− Will you SHAPE Technology, or will Technology SHAPE You?
− Will you HIRE and PAY people who UNDERSTAND Technology?
• Expectations− How will you define SUCCESS? (Crawl, Walk, Run)
− How will you deal with OBSTACLES?
Our Current Active OpportunitiesOur Current Active Opportunities
• Retail Trade Cycle Management• Service Reminders• Phone Process• Appointment Process• Sales Process• Follow Up of Sold Customers• Follow Up of Unsold Phone Customers• Follow Up of Unsold Internet Customers• Follow Up of Unsold Walk-In
Customers
• Inbound Internet Process• Service Follow Up• Orphan Follow Up• Prospecting• Concern Resolution Process• Lease Renewal Follow Up• Service Prospecting• Digital Advertizing/Marketing
Where are your OPPORTUNITIES?
How will you capture more than what you are currently?
IN-BOUND OUT-BOUND
SALES • PROFIT • CSI • LOYALTY
1. “EAT THE ELEPHANT ONE BITE AT A TIME”
2. WHAT IS YOUR PROCESS FOR YOUR “LEAK?”
3. HOW WILL YOU MEASURE YOUR PROCESS
4. WHO WILL BE RESPONSIBLE?
5. INSPECT WHAT YOU EXPECT (DAILY/WEEKLY)
6. CRAWL, WALK, RUN