How can a CRM help a dealership's sales process?

Fighting the competition and building customer loyalty is a major challenge for those who sell to the final consumer. They are susceptible to incentives, appeals and offers, and it is difficult to combat these factors.

That said, some companies simply forget about their customers in the sales process and after the sale happens.

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On the other hand, companies forget about after-sales, and the importance of maintaining relationships with their customers not only to keep them away from the competition, but to get referrals from new customers.

Therefore, using a CRM system, where it is possible to schedule routine follow-up tasks, monitor negotiations and keep the customer record updated, among several other activities, can bring several benefits to the commercial team of a dealership.

Understand why:

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How can a CRM help a dealership's sales process?

If we buy from a company we like, if we buy a product that meets our expectations, when someone needs it, we will indicate the company that served us well, right?

Not always. We were often well served and loved the deal we made, but we simply forgot to recommend this company to family, friends and clients. Why?

Simply because we forgot. We forgot about the company because after we bought it, we simply didn't have contact with them anymore and so we forgot that it exists.

It's not a punishment, it's not revenge. It's a natural process. We forgot about the companies that served us well, of course, because we simply lost touch.

And so, we no longer receive referrals from people who are completely happy with our product.

That's why CRM for the automotive sector is important. We have an opportunity not to let our customers forget about our company – not before, let alone after the sale.

Why? Because CRM is not just a system, a software, but a relationship model. A relationship management model in which we place customers, prospects and stakeholders at the center of a company's commercial strategy.

After all, without a good relationship with our customer, we don't sell to him or anyone else. The relationship doesn't just open doors. It allows people to keep remembering what we do, what we offer and, especially, our product, when referring.

And a car dealership can benefit a lot from this. First because buying a (good) car is a big challenge. People need to have great confidence and not fall into a trap that is often only revealed when we close a deal.

For that reason, it ends up being a family business. When a person finds a dealership – whether new or used – that they trust, they indicate it to family, friends and so on.

The challenge is great for the consumer. And for that reason, when he does, he wants everyone to know that he has found a trustworthy company.

Unfortunately car dealers have that reputation. But, this can be an advantage of your company: having a good reputation, being considered “a find” and having a great advantage.

But even if you are “a find”, you cannot leave your customers to any service and relationship. And for that reason, we've selected some tips for you to use the car shop CRM to your advantage.

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1. Register all customers and prospects

Retail companies that serve the end consumer have a bad habit of not getting all the complete information from their prospects. So, it boils down to picking up the phone number and the name of each potential buyer.

But why not do a thorough socio-economic survey during the client's visit? Find out the price range he can pay, how many people will drive the vehicle, how many will ride in it, where it will be stored, if it will take out insurance, how it will pay, preferences regarding color, options and all the information you remember .

Many people just want the car and don't know the difficulty between wanting it and having it. As a seller, your obligation is to help the customer to make the purchase and, for that, you will need to have as much information as possible.

With this information in hand, you can not only offer and guide your customer to your desire, but allow it to come true.

Many people want the car without knowing how it fits into their income, serviceability and other details. Therefore, the seller is responsible for carrying out and making the whole thing possible.

2. Schedule periodic preventive maintenance alerts

Few companies need as much after-sales as a dealership. First, because the car is a product that requires continuous maintenance.

So, since the car leaves the dealership, it is counting down: people know that at some point they will need to stop for overhaul, oil change, preventive maintenance, and so on.

Your company's role is to schedule alerts to remind the customer that this time has come. Because, no matter how much a 10, 20, 40 or 100,000 kilometer overhaul is needed and the odometer is in front of the driver, he often forgets.

So take advantage of it with the help of a dealership CRM. Remind your customer to properly maintain their vehicle so they don't have any problems in the future. And the best way to do this is to schedule alerts to get in touch with your customer.

3. Guide your customer in the resale

The dealership is a 7-headed bug. But when your dealership tracked the purchase and maintenance of your customers' vehicles, it's not that complicated.

Besides, no one better than the specialist (in this case, your company) to tell the customer that it's time to change cars so as not to be too undervalued and lose money.

By doing this, your company creates an immediate opportunity to do new business with your existing customers, and since many customers change vehicles on a periodic basis, they will always want to be close to the companies that help them buy, maintain, and sell their vehicles. Vehicles.

In this way, in addition to receiving referrals from new customers, you will have a higher satisfaction rate from your customers, making them more resistant to the competition's escapades – which is all that every company wants.

The salesperson who uses CRM never fails to treat their customer as a customer

The big problem for salespeople and companies that don't use CRM is that they only think about selling.

They forget that the solid reputation created by a long relationship throughout the sales process, after the purchase and, especially when buying again, is what will allow a company to attract new customers.

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The relationship between the customer and the company and seller needs to be like a wedding at a golden wedding: thousands of difficulties, but without losing proximity.

Problems will exist throughout any relationship. What differentiates a lasting relationship from a bad relationship is precisely the support in critical moments.

When the customer trusts a dealership, he knows that even with problems he will have someone thinking on his side.

Agendor has brought us a better mapping of our customers and more accessibility to the information we need, such as car history and customer surveys, for example. The tool helps us to feel the market better.

THIAGO FERREIRA - Sales Consultant at Ponto Forte Vacuoles

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