It Starts From the Top Down CRM Usage: It Starts From the Top Down Beth Petermeier President CRM CPR 2017 APRIL

Climbing Mount Everest Reaching Your Summit Takeaways AGENDA Introductions Climbing Mount Everest Reaching Your Summit Takeaways

15+ Years in the Automotive Industry INTRODUCTION Sales Consultant Internet Sales Consultant Sales Manager General Manager Finance Manager BDC Manager DealerSocket Strategic Services Consultant National CRM Director Rick Case Automotive Group President of CRM CPR 15+ Years in the Automotive Industry

Climbing mount everest

- National Outdoor Leadership School What does it take to climb mount everest? You can’t climb on your own, so what do you need? Expedition leader sherpa Expedition guide BASE CAMP “Expedition leadership is situationally appropriate action that directs or guides your group to set and achieve goals. Great leaders create an environment that inspires individuals and groups to achieve their full potential.” - National Outdoor Leadership School Mountaineers that assist climbers with setting up camp, carrying gear and helping ensure the safety of the team. More experienced climbers hired to look after and guide the other climbers during the expedition. Team members that stay back at base camp to manage and monitor progress and report on incoming weather.

What role does each of your team members play? Reaching your summit What role does each of your team members play?

What does it take to reach your summit? You can’t climb on your own, so what do you need? General manager General sales manager Sales manager CRM ADMINISTRATOR Directs and guides the group to set and achieve goals. Leads by example and motivates the team to reach their full potential. More experienced sales people that are hired to look after and guide the sales people through a sale. Naturally inclined and able to do the heavy lifting if necessary to help the weaker staff move forward. Team members that monitor opportunities in your CRM, clean your database and report on activity helping determine opportunities for improvement.

Without all four completing their unique tasks you won’t make it! General SALES manager = sherpa General manager = Expedition leader SALES manager = Expedition guide Crm administrator = Base camp

How does climbing mount everest relate to you? selling cars “All different kinds of people have success on Everest, which just shows it's reachable for virtually anybody who puts their head to it. You certainly need to be driven, but success on Everest requires a level of patience that's often a challenge for people who are used to having a lot of success in their lives. If I've seen a personality type that is likely to do better on Everest it's probably someone who has met with some disappointments and setbacks in their life but has a character to continue rather than someone who has been conditioned to make things happen fast and always be successful.” - www.bergadventures.com FAQ selling cars selling cars Sales Managers “The expedition leadership must be performed under serious conditions. You have to motivate everyone, deal with differences within the group, be responsible for all the gear at all the camps for all those people, deal with frustrations and failures - all that while climbing the mountain yourself! Because if you don’t, you can’t really know what is awaiting those that you make decisions for...” www.mounteverest.net “Don’t leave it all to your Sirdar (Sherpa leader): You are the expedition leader!  Only then will you get respect and your decisions will be trusted.” - www.mounteverest.net tools working towards the goal

How does climbing mount everest relate to your sales team? managers sales people “The reality is often that guides sometimes are not so experienced themselves, too often just regular climbers joining the expedition on a lower fee in exchange for "looking after" the others. The guides are also not always made clear on the responsibility expected of them by the leader. The leaders are simply vague on that…” www.mounteverest.net managers Sales Consultants managers Climbers tend to move when other climbers are moving, rather than when the nature actually calls for it. Don't do that. www.mounteverest.net “The sherpas will be led by the leader and not by you. The consequence is that if the leaders organizational and leadership skills are not so great, the sherpa services will be likewise.” www.mounteverest.net sales consultants market managers

What do you and your team need to do on a daily basis? TAKEAWAYS What do you and your team need to do on a daily basis?

DON’T RELY ON WHAT YOUR MANAGERS TELL YOU General manager DON’T RELY ON WHAT YOUR MANAGERS TELL YOU Monitor your store’s production using your CRM’s Reports Monitor overall Closing Ratios by Source Know the difference between Walk-in, Phone Ups and Internet Leads Monitor Appointment Ratios Know your goals and set expectations Monitor Performance vs Goals Have the report emailed to you if possible OR pull it anytime – make sure you know how! YOU CAN’T IMPROVE WHAT YOU DON’T MEASURE!

Know how to look it up yourself Hold the team accountable General sales manager Monitor Sales Manager and Sales Team’s performance using DealerSocket Reports Use your CRM’s Activity Reports How many phone calls are your teams making? How many emails sent? How many appointments created Sales and Closing Ratios Monitor Sales Managers too!! Have the report emailed to you if possible OR pull it anytime – make sure you know how! Know how to look it up yourself Hold the team accountable

Use your crm otherwise your desk will look like this Sales managers Monitor your in-store sales opportunities using your CRM’s Desk Log Use your crm otherwise your desk will look like this Note your involvement on deals Note when you meet the customer Make sure customer is logged properly Make sure appointments are resolved Make sure sales person put in notes Document what happened on the deal when the customer leaves

Use your crm to find deals! Sales managers Monitor your sales opportunities using your CRM’s reports Monitor your sales teams opportunities to see what you can do to get involved Monitor your Untouched Webleads Review incoming emails Search opportunities to make deals The key is reporting!! Use your crm to find deals!

Crm administrators Ensure all administrative functions are setup properly and that the database is clean and reliable Manage duplicates on a daily basis Make sure all users are set up properly Make sure all marketing is current Search opportunities to make deals If you don’t maintain and clean your database you can’t use the reports to improve

IS THAT ALL THERE IS TO IT? Of course not! It’s just begun… After mastering the items we’ve reviewed here, keep learning, there’s so much more! Remember that your CRM is a tool for EVERYONE, not just Sales Consultants Lead by example and create a culture of success using the tool designed to get you there Make sure that everyone knows their role and clearly understands your expectations Create the culture of “If it didn’t happen in your CRM, it didn’t happen” IF YOU DON’T USE IT, THEY WON’T!! But if you all use it effectively and everyone does their part you will…

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