Try this as a test. Ask your salespeople what that goals are for. Most will project a 20 to 30 percent increase over results. Now, ask them how they plan on achieving their goal. If the answer involves coming in earlier, staying later and working on off days, the plan is sure to fail. Work with them on finding 2 or 3 prospects that will come into the dealership asking for the salesperson by name. Everyday. Whether these prospects are be backs, previous customers, friends or fellow church members won’t really matter. The fact that your salespeople have prospects visiting your dealership for reasons other than your advertising, will ensure better results.
Dealerships that have embraced this philosophy, support their sales team with CRM solutions that provide the tools necessary to automate much of the customer contact process. Customer and prospect information is compiled, constantly updated and enhanced. Daily prospect follow up, long term customer follow up and targeted marketing campaigns are easily and consistently accomplished. Instead of price oriented newspaper advertising, CRM savvy dealerships market directly to their prospects and customers with every dollar spent tracked and quantified.
An effective customer relationship management process marries new age technology with old school values. Salespeople that do the best job building and marketing to their customer bases, win. They always did. So if you ask your salespeople how they plan on reaching their goals and they say, “work harder,” show them how to work smarter.