1. Garbage In, Garbage Out: Turn Your
CRM From Trash to Treasure
Sean V. Bradley, CSP
President and Founder |Dealer Synergy| Audubon, NJ
267-319-6776| seanb@dealersynergy.com
@seanvbradley
#NADASHOW

2. The views and opinions presented in this educational program and any
accompanying handout material are those of the speakers, and do not
necessarily represent the views or opinions of NADA. The speakers are not
NADA representatives, and their presence on the program is not a NADA
endorsement or sponsorship of the speaker or the speaker’s company,
product or services.
Nothing that is presented during this educational program is intended as legal
advice, and this program may not address all federal, state, or local
regulatory or other legal issues raised by the subject matter it addresses. The
purpose of the program is to help dealers improve the effectiveness of their
business practices. The information presented is also not intended to urge or
suggest that dealers adopt any specific practices or policies for their
dealerships, nor is it intended to encourage concerted action among
competitors or any other action on the part of dealers that would in any
manner fix or stabilize the price or any element of the price of any good or
service.
2

3. 3
About Sean V. Bradley, CSP
● Founder & President of
● Best-Selling Author -
● 9-Time Convention Speaker
● Conference Speaker
● 9-Time Dealers’ Choice Awards Winner
● 19+ Years in the Automotive Industry
● 35,000+ Automotive Professionals Trained
● 1,300+ Unique Rooftops

4. What you are going to learn...
• How to turn your CRM into your ATM
• Turning your CRM from TRASH to TREASURE
4

5. Staggering Stats from
Customer records in the DMS not matching the CRM
Industry Average: 340
Best in Class Average: 57
5

6. Staggering Stats from
The amount of salespeople completing CRM
Certification Courses:
Industry Average: 74%
6

7. Staggering Stats from
54% of employees hired for Customer-Facing
positions said they received enough training.
7

8. Current Situation Analysis
• Over 80% of dealers are NOT using the CRM the
right way.
• Most dealers’ CRMs aren’t even SET UP the
right way!
8

9. Current Situation Analysis
• The average ROI for CRM is $8.71 for every
dollar spent.
• 22% of salespeople still don’t even know what
the CRM is!
Source: Nutshell
9

10. Current Situation Analysis
• CRM application can increase sales by up to 29%
– To be specific… if you average 100 units. With
PROPER “CRM” protocol you can expect 130
units per month!
Source: Nutshell
10

11. Current Situation Analysis
• Sales reps saw an increase in productivity by
26.4% when they added social networking
and mobile access to the CRM.
Source: Nutshell
11

12. Current Situation Analysis
• 74%of CRM users say their system gave the
improved access to customer data.
– With data more readily accessible, it is easier to track
customer satisfaction and retention.
Source: Nutshell
12

13. Current Situation Analysis
• Without CRM, 79%of leads fail to convert.
• Conversion rates can improve by 300%with a
CRM properly in place.
Source: IBM
13

14. Current Situation Analysis
• CRM can reduce the cost of leads by 23%
Source: IBM
14

15. Current Situation Analysis
• 83%of Best-in-Class dealers received regular
automated reports from their CRM.
• Only 44%of Average dealers were doing this.
Source: Auto Dealer Monthly
15

16. Current Situation Analysis
• The average dealers set less appointments,
which led to fewer opportunities, missed
customer connections, and lower profit.
Source: Auto Dealer Monthly
16

17. Current Situation Analysis
Most Dealerships DO NOT:
Customize “Action Plans” (Processes) in their CRM…
The Dealers that have “Action Plans” unfortunately MISS important Action Plans
like:
-Trade Appraisal-
-Credit Applications-
-Special Finance-
-Specific Lead Sources-
-N/U-
-Dead Deals (ALL Scenarios…)-
17

18. Current Situation Analysis
Most Dealerships DO NOT:
Have the RIGHT “Sources” in their CRM
Have ALL of the Proper Integrations
Social Media
Click to Call
18

19. Current Situation Analysis
Most Dealerships DO NOT:
Have ALLof the Proper Integrations
Call Tracking Inventory Desking DMS Reverse Look-Up etc…
Have the RIGHTContent
Email Templates HTML Templates Video
Templates
19

20. Current Situation Analysis
Most Dealerships DO NOT:
● Have the RIGHT Content
○ Text Templates
■ HTML Templates
■ Video Templates
○ Chat Templates
■ HTML Templates
■ Video Templates
20

21. Current Situation Analysis
Most Dealerships DO NOT:
TRAIN Correctly or AT ALL for CRM…
CRM Companies DO NOT Train on:
-Psychology-
-Strategy-
-Content-
-“How to Use CRM” to Sell or Service Prospects / Clients…-
21

22. Current Situation Analysis
Dealers average 75 - 80+ percent attrition. With the
high turnover, even if dealers did train, attrition
kills Dealers and Dealer Groups...
22

23. Current Situation Analysis
Most Dealerships DO NOT:
Use the CRM correctly on an Operational Level:
Meaning that Showroom Sales Consultants for the MOST part do NOT use the
CRM to Time Manage, Project Manage, Follow Up with ALL:
Prospects
Clients
Referrals
23

24. Current Situation Analysis
Most Dealerships DO NOT:
Use the CRM correctly on an Operational Level
Managers ABSOLUTELY Do NOT use CRM the right way…
They DO NOT use the CRM to “Manage” their Sales Teams
Productivity
Production
24

25. You Can SAVE Money! - Example
100 units per month =
$64,000 / $640 per car sold…
(10 Sales Consultants, 2-3 Managers)
25

26. You Can SAVE Money! - Example
THIS IS A LIE!
26

27. You Can SAVE Money! - Example
Out of the 100 units…
...How many should have
happened ANYWAY?
27
100

28. You Can SAVE Money! - Example
Lease Retention?
28

29. You Can SAVE Money! - Example
Prior Customers?
Maybe 20 - 30 units
29

30. You Can SAVE Money! - Example
Location / Franchise
Approximately 20
30

31. You Can SAVE Money! - Example
Referrals from ALL employees
(Sales, Service, Office, etc)
Approximately 10-20
31

32. You Can SAVE Money! - Example
THIS IS Between 50 - 70 units out of 100!
Meaning that ACPS =
$1,280 - $2,000 per car sold utilizing ADVERTISING
32

33. Average Closing Ratios
OEM leads within 30 days = 6%
3rd Party Leads within 30 days = 8%
Dealership Website Leads within 30 days = 14%
Fresh Walk-In Prospect closes at 18-20%
Be-Back closes at 50%
Referrals close at 50%
33

34. Average Closing Ratios
BUT… a Prior Customer closes on average at 65%
and a HIGHER Gross Per Copy
AND… a Service Customer is 7 times as likely to
PURCHASE from where they SERVICE!
34

35. So WHY…
Do Dealers SPEND so much MONEYon driving FRESH Traffic into the
Dealership, BUT Do NOT…
Handle the “Leads” / Opportunities the
RIGHT Way when they receive them?
35

36. So WHY…
Do Dealers SPEND so much MONEY on driving FRESH Traffic into the
Dealership, BUT Do NOT…
Have their CRM tool set up the right way?
36

37. So WHY…
Do Dealers SPEND so much MONEYon driving FRESH Traffic into the
Dealership, BUT Do NOT…
Have their TEAM trained on their CRM?
37

38. So WHY…
Do Dealers SPEND so much MONEYon driving FRESH Traffic into the
Dealership, BUT Do NOT…
Utilize their CRM?
38

39. So WHY…
Do Dealers SPEND so much MONEYon driving FRESH Traffic into the
Dealership, BUT Do NOT…
Manage their CRM?
39

40. So WHY…
Do Dealers SPEND so much MONEYon driving FRESH Traffic into the
Dealership, BUT Do NOT…
Hold EVERYONE Accountable on the
CRM?
40

41. Radical IDEA
41

42. Maximizing the MOST
Powerful Operations
Tool in Your Dealership…
THE CRM!
42

43. The CRM is the Central Nervous
System of the dealership!
Customer Relationship Management
43

44. Advice from
Capture clean data.
According to research from IBM, poor data quality costs
the US economy around $3.1 trillion a year.
44

45. Customer Relationship Management
“CRM” is almost NON Existent. Most
Dealerships and their team do NOT create,
maximize or perpetuate RELATIONSHIPS via
their CRM…
45

46. Customer Relationship Management
Examples:
If you look at MOST Dealership’s CRMs and its Content you can NOT
get a clear feeling of the organization and their Value Package
Proposition.
Dealerships and their Team do NOT “Customize” the experience for
their specific prospects and clients
46

47. Customer Relationship Management
Examples:
Most Dealerships and their Team’s Follow Up protocol is antiquated
and the time frames are NOT consistent and/or their frequency is NOT
enough
Dealerships and their Team NEGLECT the majority of communication
opportunities
-Video Conferencing / Skype-
-Video Email / Video Text-
-Social Media DMs-
47

48. Staggering Stats from
Time Before Marking Prospects as Lost:
Industry Average: 2 Days
Best in Class Average: 35 Days
48

49. Staggering Stats from
Calling Customers more than Once on Day One:
2013 Best in Class Average: 20%
2016 Best in Class Average: 49%
49

50. Staggering Stats from
Phone Calls Made to Customers During the First
Week of the Buy Cycle:
Best in Class Average: 4
50

51. Questions to Ask from
How many overdue tasks are in
your CRM?
51

52. Questions to Ask from
Are you satisfied with your
dealership’s CSI scores?
52

53. Questions to Ask from
Does your team enter all customer
interactions into your CRM?
53

54. Questions to Ask from
What do you do when a
salesperson doesn’t complete
their assigned tasks?
54

55. Questions to Ask from
How often do you hold CRM
training at your dealership?
55

56. Staggering Stats from
Dealerships Using the Customers’ Preferred Method
of Contact
2013 Best in Class Average: 80%
2016 Best in Class Average: 89%
Respecting how customers prefer to be
contacted increases your likelihood of a
response.
56

57. Staggering Stats from
Sending emails that Encourage Answers
2013 Best in Class Average: 61%
2016 Best in Class Average: 90%
Customers have no reason to respond to
emails that don’t ask helpful questions.
57

58. CRM Reality Check
The CRM Company’s responsibility is ONLY
the Technology behind the tool.
NOT: Content, Strategy, Psychology, or Operations.
58

59. CRM Reality Check
• The CRM Companies don’t set the proper expectations.
• They DON’T set you up the right way.
• They DON’T train you the right way.
59

60. CRM Reality Check
• Dealers have a false sense of security after CRM
company training, they think that’s it.
• There is NO contingency plan for Attrition.
60

61. What is the Proper Way to Set up the CRM?
First, “Begin with the End in Mind”
-Map out ALL Processes-
-Prioritize them-
61

62. What is the Proper Way to Set up the CRM?
• Map out the “Types”
• Map out ALL “Sources”
• Map out ALL Integrations / APIs
• Create Google Docs and SAVE EVERYTHING
• Once Outline and Processes are Mapped out,
then CREATE ALL custom “Content”
62

63. 63
CRM Content is SO important.
But for lack of time, I am going to focus on
just ONE point… VIDEO and your CRM here…

64. 64
The Power of Video
1 Minute of Video is equivalent to
1.8 Million
Written Words!

65. 65
The Power of Video
Every day, the average adult consumes over
6 hours of video.Source: TechCrunch

66. 66
The Power of Video
If you aren’t using video for your dealership,
you are missing 8 out 10 car buyers.
Source: Digital Dealer
4X more consumers would rather
watch a video on a product,
rather than read about it.
Source: Digital Dealer

67. 67
The Power of Video
● Using video in your sales emails will get you 80% more replies and responses.
● You will get ~87% more clicks through video email.
● Video is more effective because you can speak 4X faster than you type!
● Video in Emails increases read / open rates by 200%-300%!
Source: BombBomb

68. 68
The Power of Video
You need an extensive library of
CRM Video Templates. Here are
some examples...

69. 69
CRM Videos
Example - Virtual T.O.

70. 70
Customer Testimonials
Example

71. 71
Vehicle Delivery Videos
Example

72. 72
Holiday/Birthday Videos
Example

73. 73
How-to Videos
Example

74. 74
CRM Videos
Video Text Example
Check this out!

75. 75
Check this out!
Communication
Video Text Example
Check this out!

76. What is the Proper Way to TRAIN on the
CRM?
-Have a CRM “Checklist” for Training!-
-CRM Company-
BUT… with PROPER Expectations!
76

77. What is the Proper Way to TRAIN on the
CRM?
Virtual Training
77

78. What is the Proper Way to TRAIN on the
CRM?
Facebook Groups!
78

79. What is the Proper Way to TRAIN on the
CRM?
Google / YouTube
Mother of 4 Builds House from Scratch Using YouTube Tutorial Videos!
79

80. CRM Training Checklist
• Get CRM Training from CRM Company. BUT… understand it is ONLY
“technology” training, NOT…
– Process, Psychology, Strategy, Operational etc…
• Process Training
– Map out ALL relevant Processes / Action Plans that are relevant to
EACH employee
– Know EACH and EVERY Process
– Know ALL supporting content for EACH relevant Processes / Action
Plans
• Templates
– Email
– Text
– Chat
• Scripts
• Objections Rebuttals
80

81. • “How To”
– Log an Up
• Walk In
• Phone
• Text
• Email
• Social Media
• Chat
– Follow Up with:
• Fresh Ups
• Internet
• Phone Ups
• Prior Customers
• Be-Backs
81
CRM Training Checklist

82. • “How To”
– Follow Up with
• Referrals
• Service Opportunities
– Time Manage / Project Plan / Be Productive
• Daily, Weekly and Monthly
– Project and Forecast
– Run reports and track KPIs / ROI
– Identify lost opportunity and lost productivity
– Generate Campaigns
• Data Mining
• Equity Mining
– Email Market / Broadcast Email
82
CRM Training Checklist

83. • “How To”
– Handle Appointments
• Schedule an Appointment
• Confirm Appointments / Appointment Reminders
• Reschedule Missed Appointments
– Dead Leads
– Handle Sold Customers
• C”R”M… “RELATIONSHIP” Management
• Referrals
• Direct to Fixed Operations
– Customize CRM for EACH individual Prospect / Client
– Proper input of notes in CRM
– Use the Mobile App
83
CRM Training Checklist

84. • “How To”
– Use ALL Features, Integration / APIs…
• Click to Call
• Social Media
• Call Tracking
• Inventory
• Chat
• Video
• Texting
• Pricing
• Credit Center
• Data Mining / Equity Mining / Campaigns
84
CRM Training Checklist

85. What is the Proper Way to MANAGE the
CRM?
• Create a CRM Expectations (Non Negotiable) Document and have
ENTIRE Team sign…
• Create CRM KPIs For
– Internet / BDC
– Showroom
– Management
• Create a CRM Accountability Protocol
– With BOTH Rewards and Consequences
• CRM 101s with
– Sales Team
– Internet / BDC
– Management
• Automate as much as possible
– Reports, Usage, Mistakes, Training etc…
85

86. What is the Proper Way to Hold CRM
Accountable?
• Map out CLEAR expectations with “NON Negotiables”
• Have CRM “1 on 1s”
• Have SPECIFIC Rewards / Consequences
– Rewards
• Turn on MORE Leads / Opportunities to those who RESPECT and
Follow CRM Protocol!
• Maybe a financial benefit
– Bonus / Spiffs…
– Consequences
• Write Ups
• CUT OFF “Leads”
• Termination
• Create a FULL Time Position of “CRM Manager”
• Work very closely with CRM and / or Consulting company….
86

87. Turn Your CRM into an ATM
You need to map it out correctly for ALL areas!
You need to train ALL people on it!
87

88. Turn Your CRM into an ATM
Have a Daily, Weekly and Monthly “Plan”
Consider ALL possibilities!
88

89. Turn Your CRM into an ATM
“Be-Backs”
“Dead Leads”
“Lease Retention”
“Data Mining / Equity Mining”
“Prospecting”
“Referral Generation”
“Time Management / Organization”
89

90. Turn Your CRM into an ATM
“Community”
“Fleet”
“F&I”
“Fixed Operations”
“Aftermarket”
“Conquesting”
“Email Marketing”
90

91. Turn Your CRM into an ATM
In Addition to the basics…
• Walk In Ups
• Internet Sales
• Phone Ups
91

92. Turn Your CRM into an ATM
Internet Follow Up:
Trade Appraisals
Credit Applications
Custom Sources Processes
Intermediate Follow Up
LONG Term Follow Up
92

93. Now let’s go LIVE in
93

94. 94
JOIN on

95. Questions
95

96. Garbage In, Garbage Out: Turn Your
CRM From Trash to Treasure
@seanvbradley
#NADASHOW
Sean V. Bradley, CSP
President and Founder |Dealer Synergy| Audubon, NJ
267-319-6776| seanb@dealersynergy.com