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

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

3. 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

4. Climbing mount everest

5. - 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.

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

7. 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.

8. 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

9. 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.”
- 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...”
“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.” -
tools
working towards the goal

10. 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…”
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.
“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.”
sales consultants
market
managers

11. 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?

12. 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 ed to you if possible OR pull it anytime – make sure you know how!
YOU CAN’T IMPROVE WHAT YOU DON’T MEASURE!

13. 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 s sent?
How many appointments created
Sales and Closing Ratios
Monitor Sales Managers too!!
Have the report ed to you if possible OR pull it anytime – make sure you know how!
Know how to look it up yourself
Hold the team accountable

14. 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

15. 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 s
Search opportunities to make deals
The key is reporting!!
Use your crm to find deals!

16. 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

17. 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…

18. CRM Usage: It Starts From the Top Down
QUESTIONS & ANSWERS
CRM Usage: It Starts From the Top Down