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Add more customer touches with automation

By Bob McCann

Bob McCann 2011Are you using all the features of your Customer Relationship Management (CRM) or Lead Management (LMS) software? The major limitation of this type of software today is not its features but the imagination of the user. I haven’t heard any dealer principals at dealer meetings or 20-group meetings say, “Our team is following up too much!”

Here’s just one example of how you can get your system to work for you. Most dealerships assign a lead to a salesperson when a new lead arrives and the salesperson is to contact the customer to create desire for the prospect to take the next step to visit the dealership. Even with the best of efforts of the salesperson, some customers are just wired to want to speak with the boss, and if they do so, the extra engagement with sales management often leads to additional sales.

To give the opportunity for every prospect to speak to the sales manager, you can setup a scheduled email in your CRM/LMS that will send an email from the “sales manager” automatically. Most dealers schedule this email approximately 72 hours after the lead arrives, giving the dealership plenty of time to assign the lead and for the salesperson to contact the customer.

The first and most difficult step in setting up this feature is to write the email you want to send from the sales manager! Here is a simple example to get your thoughts in order so you can write your own email that fits your personality:

[Insert Logo]

Subject: [Dealer Name] Follow-Up


I was looking over my sales reports, and I noticed you submitted a request for additional information. I wanted to thank you for your interest and make certain that you received the information you requested.

If I can personally get involved in putting a deal together, please call me at [Phone Number] or simply reply to this email.


[Name] Sales Manager
[Dealer Name] [Phone Number]

You will need to know your system well enough to setup the automation or contact your provider for help. If you don’t have a system that will help you automate when you can, please give us a call, and we will show you how do so with FootSteps.

Bob McCann is ARI Network Services’ director of education. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage our website and eCatalog platforms to Sell More Stuff!

Contact: mccann@arinet.com; 877-806-2150

Website: www.arinet.com

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