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|Brian Pasch is the CEO of PCG Digital Marketing which assists growing businesses develop and implement a digital marketing strategy.|
Automotive CRM System Best Practices
What is the role and future direction of Automotive CRM systems in car dealerships? This questions will be answered by a distinguished panel of automotive professionals at the 2nd Annual Automotive Marketing Boot Camp.
The panel will open the General Session time slot on Sunday morning April 17, 2011. As CRM systems have evolved there has been a growing divide in opinion on how to best utilize these systems in existing dealer processes.
Dealers have significant investments in CRM systems yet for most dealerships, these systems are under utilized or improperly configured to achieve maximum benefit. The CRM Panel Discussion will not be focusing on specific CRM vendor products but sharing opinions on how this technology needs to be utilized at the dealership.
The panel will include:
- Gary May - CEO of Interactive Marketing and Consulting Services
- Alex Snyder - Director of Product Research at Dealer.com
- Jeff Kershner - Founder DealerRefresh.com
- Keith Shetterly - Independent Consultant
- Erin Touponse - Director of Communications for the Harte Auto Group
- Jerry Thibeau - CEO of Phone Ninjas
Additional details on the CRM Panel will be forthcoming.
Five Part Series on Buying a CRM System
If you are shopping for a new CRM system or would like to learn more about the decisions that surround CRM features, Alex Snyder has posted a series of articles on www.DealerRefresh.com, so start with Part One; How to Buy a CRM System - Part 1.
Here is an excerpt: This will be a series of articles because buying a CRM is a massive undertaking. It requires a lot of research and it requires knowing exactly what you want. This series is not intended to help bolster anyone’s sales or to paint something in a good or bad light. I wrote these articles to help dealers know what a CRM is supposed to do and how to pick one.
There are a lot of opinions surrounding CRM and how it should be approached; this is just mine. There are also a few good resources you can turn to for help in either getting back to using your current CRM better or finding a new CRM.
Autobase has a book called Seven Months to CRM Greatness that I hope they’d send to you if you reached out to them (it is a bit dated and 101, but it is something to get started with).
Consultants like David Kain, Jennifer Suzuki, and Joe Webb are fantastic resources when it comes to CRM. These people work with a bunch of different systems and usually know a great deal about each one. Your current provider’s support and account management/training staff is also a great resource for redeploying or advancing your current CRM solution.
I hate to say this, but I have been through a lot of CRM sales pitches and in 90% of the experiences I’ve had the sales representative was not working in my best interest. If this series does its job you will know what to look for the next time you are sitting down with a CRM sales representative. (Read More)
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