CRM fills scrappage hole
September 23rd, 2010 by Richard Aucock
CAR dealers are using CRM tools to help fill the sales-driving hole left by the end of scrappage incentives.
Instead of relying on the scrappage scheme to draw customers in, dealers are being more proactive and using trick CRM Best Practice to do the same.
Tech firm Pinewood MD Neville Briggs said this was being given added emphasis following the sales fall of July earlier this year. It proved many car dealers can’t sustain sales to the same level without the Government scrappage scheme.
‘So, what we are seeing instead is a concerted effort from them to maximise business on three fronts – new cars, used cars and aftersales – and we are gathering evidence of increased and more sophisticated use of CRM for all of these.’
It is not just new cars that are being driven, either: used cars and aftersales are getting added impetus from a CRM-aided drive, too.
How are dealers doing it? By, said Briggs, using DMS software to email or text a special servicing offer to customers.
‘On a more personal level, they are using the same CRM tools to sell individual cars. If they have a two year old used people carrier come into stock, for example, they can interrogate their database to see which past customers have two children and have owned their current 4-6 year old car for at least two years. Then they contact them directly with an attractive deal.
‘These CRM trends have been developing for several years but post-scrappage scheme we are seeing more and more use of them. Dealers are recognising that they have to fight for business and are looking for the best way to do it.’
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