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  1. A Pentana Solutions Presentation CRM – The Road to Sales Presented by: Stuart Charman CRM Strategic Consultant 20th March 2015

  2. CRM in the Automotive Market The Dealership Marketing Lead Management CRM CRM Strategy DMS Retention Follow up The Customer 2

  3. Agenda • CRM - The Road to Sales • CRM Strategy to successful sales life cycle • A business process • CRM tools • Key ideas to take away with you 3

  4. CRM Strategy • Sales Process Check – Embedding Follow Up Process • Email Capture – Increasing Marketing Database • Sales Log – Capturing Accurate Information • Sales Tracking – Accountability for Entering All Leads Month 1 Accountability • Managing Tasks – Maintaining Contact • Proactive Scheduling • Managers Dashboard • Appointment Tracking Month2 Engagement • Focus on Appointments - Confirmation • Long Term Follow Up and ROI • Responses • Emailing Month 3 Opportunity Management 4

  5. CRM Strategy • List building – Sales, Service, Finance • Campaigns and Documents • Effective eDMs • Tracking Codes and Email Open Rates Month 4 Building Lists & Marketing • CSI Follow Up • QA (Customer Feedback) Events • Lost Prospect Follow Up • Online Reputation Month5 CSI and QA’s • CRM Overview • Sales Pipeline • Service Pipeline • Marketing Pipeline Month 6 Pipeline 5

  6. CRM Justification Sample of 8 dealerships 6

  7. Prospect Marketing & Lead Management DealerSocket CRM Increased customer satisfaction before and after delivery Lead Management E-mail templates Benefits 7

  8. CRM Initiatives Finance offers Lost due to deciding to wait Lost prospect to a competitor Hot prospect lists 8

  9. Follow up 48% of buyers spend 1 – 3 months before making a decision Hot prospects vs Lost prospects 9

  10. Follow Up Hot prospects Medium prospects Long Term prospects Daily phone call priorities LOST prospect review 10

  11. Service Retention 11

  12. Service Retention • Service eDM’s • versus • Service Maintenance Notices 12

  13. Service Retention Initiatives Customers that declined a recent recommendation Customers that purchased between 3 – 6 months Sales customers that were marked to LOST, but purchased the same product somewhere else Specific Operation Code customers 13

  14. CRM Tools - SMS Communication Discretion Succinct Cost savings Increase revenue Reduce service “no shows” SMSLink 14

  15. Direct and Target Marketing • Use e-mail etiquette • Increase e-mail open rates • Reach the right customers 15

  16. Direct and Target Marketing 16

  17. CRM Initiatives for Existing Customers New car sold but with no Aftermarket We want your trade Birthday month specials (The customer’s birthday or the dealership’s birthday) Customer loyalty for customers that have purchased more than a number of vehicles or spent over a $$ amount 17

  18. CRM Business Development Centre Call Centre experience 700 Calls p/m 250 Letters p/m 120 Bookings p/m 180 Surveys p/m 6 Specific Reports p/m 110 CRM SMS sent p/m 200 Database updates p/m To generate $20,000 revenue p/m CRM Contact Centre 18

  19. Mobile Lead Management 33% increase in lead capture when using a mobile sales CRM tool 19

  20. Data Integrity 210 Deals in 6 weeks & 11 Deals for $25k GP Real-time updates Sensis technology Verify names, addresses and phone numbers Dynamic Matching 20

  21. CRM Initiatives • Serviced not sold • Unsold follow-up • Happy Birthday call • Lost service customers • Lost prospect reviews 21

  22. CRM Benefits CRM will assist you to…. Make more money 22

  23. CRM – The Road to Sales Thank you