Helps Dealers Deliver the Best of CRM Marketing



Buy­ing a CRM: A Mas­sive Deci­sion Sim­pli­fied

While process is king when it comes to the ben­e­fits of your dealership’s CRM, mar­ket­ing is still a big piece of the pie. Every email sent, voice­mail left, and phone call con­nect­ed can be viewed as a mar­ket­ing impres­sion. Hope­ful­ly these one-to-one encoun­ters leave a big impres­sion on your cus­tomer. believes that a good CRM will include a his­to­ry of the com­mu­ni­ca­tions your deal­er­ship has made with a cus­tomer, and a real­ly good CRM will also archive the mar­ket­ing mate­ri­als you’ve sent direct­ly to each indi­vid­ual cus­tomer from with­in the sys­tem.

If your CRM does have the abil­i­ty to send an email broad­cast, you’ll want to con­sid­er:

• How do you build the email?
• Does it give you some sort of spam score or a “like­li­hood of deliv­er­abil­i­ty” score?
• How deep can you tar­get? Make, Mod­el, Ser­vice R.O. closed with­in X time peri­od, etc.
• Can you exclude cus­tomers who already received an email with­in the last X days?
• Do you know if emails were actu­al­ly deliv­ered?

Tar­get­ed mar­ket­ing is the key to a suc­cess­ful email blast, so you want to be sure you have that capa­bil­i­ty with­in your CRM. Usu­al­ly, it’s a sim­ple drill-down that’s done through an advanced search fea­ture. A few CRMs try to auto­mate this for you – which is great, if it works – but you’ll want to pay more atten­tion to your own abil­i­ty to cre­ate a drill-down list of cus­tomers dur­ing your demo.

There’s real­ly no way to tell if the auto­mat­ic list cre­ation fea­tures shown in a demo will work for you until you’ve got your own data­base plugged into the sys­tem.

If your CRM has the abil­i­ty to export a list of cus­tomers, you’ll want to con­sid­er:

• How do you cre­ate the export list?
• Will the CRM show that a par­tic­u­lar cus­tomer was includ­ed in a list export with­in the customer’s his­to­ry?
• Can you title or cre­ate a descrip­tion for the list so you can remem­ber it when you refer back to the customer’s his­to­ry?
• Can you lim­it who is able to do an export to pre­vent theft of your data­base?

When it comes to auto­mo­tive dig­i­tal mar­ket­ing solu­tions, is the leader.  You’ll want to drill down into Chap­ter 3 of the CRM White Paper to get the full scoop.





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