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Think of your CRM as your 
digital memory, OK? 

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It's going to remember every 
lead that's come in. 

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It's going to remember every 
follow up that's happened. 

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It's going to remember every 
note even when your sales team 

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can't, OK. 
So if it's set up right, if your

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CRM is set up correctly, it's 
going to track where each 

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customer is in the bind. 
It's going to track where each 

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customer is in the bind journey.
It's going to pick up 

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conversations without starting 
over, and you're going to be 

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able to send the right message 
at the right time. 

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And if you have your CRM set up 
correctly, that means you're 

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taking advantage of everything 
it has to offer, whether it's 

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text messages, it's automation 
through e-mail, making it really

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easy for your teams to to 
utilize. 

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When reps use it daily, not just
the check boxes, but to do their

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day-to-day follow up with their 
customers, It should become more

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than just the sales tool, OK? 
It should become a habit. 

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Your CRM is only as good as the 
information you put in there, 

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OK? 
So clean data equals clean 

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sales, right? 
Best practices would be to 

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update records immediately in 
real time, OK, Have your reps or

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your sales guys immediately 
update those records after every

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customer interaction. 
Whether it's a phone call, it's 

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a text, it's a showroom visit, 
it needs to be. 

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Updated always. 
Confirm contact information 

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before ending a call. 
OK, making sure you've got the 

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right name and number is going 
to be important for future 

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follow up. 
Now use required fields in your 

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CRM. 
Don't just skip it, OK? 

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That's really important. 
Information such as traits such 

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as vehicle of interest. 
This will be great to kind of 

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refer back to in the future when
you're doing some mining or 

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campaigning. 
Automation equals consistency, 

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OK? 
You don't have somebody there 

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all the time that can follow up,
such as after hours, let's say, 

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maybe after the sale. 
So having that automation to 

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maintain and nurture those leads
even after the cell is super 

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important. 
Most reps want to follow up, but

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the reality is they get 
distracted, they get busy, hot 

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lead comes in and that takes the
priority. 

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So just making sure that you're 
taking advantage of any 

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automation that your CRM does 
offer will already put you ahead

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of the game. 
The key to automation with your 

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CRM is going to be 
personalization. 

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OK, if it feels like a mass 
message, it's going to get 

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ignored. 
But if it includes things like 

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the customer's name, the bike 
they were interested, and maybe 

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a relevant next step, that feels
like service. 

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OK, and it doesn't replace the 
Rep, but it helps support the 

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Rep. 
OK, so automation doesn't 

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replace the Rep, but it supports
the Rep when they get busy. 

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The biggest challenge that 
dealerships face when 

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implementing a new CRM or a CRM 
system is going to be. 

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Getting the staff. 
To actually use it, OK, that is 

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the biggest challenge that they 
face you're going to hear things

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like it's too complicated, 
there's too many clicks, it's 

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too much work it does, I don't 
have time to update it OK the 

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fix keep the CRM simple. 
Remove clutter OK, make sure 

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that any information you put in 
there is solid information, but 

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remove clutter only show fields 
that matter. 

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Make sure that they are trained 
on a process, not necessarily 

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just trained on the tool, but a 
specific process that is going 

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to help them right. 
So the best way that a 

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dealership can get the most out 
of their cream is making sure 

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that when it's set U right, it's
used daily. 

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OK? 
It's going to become a place 

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where every lead, every 
conversation, every note and 

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every oortunity lives. 
So making sure that the data you

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put in there is nice and clean 
because that's going to be what 

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you get out of it. 
You can track where all of your 

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customers are or where any of 
your past customers are in the 

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buying process. 
OK, follow up without starting 

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from scratch is going to be made
easy. 

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And even reconnecting with with 
clients or customers or leads 

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that went quiet is going to be 
made easier. 

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All right. 
A strong CRM let's your team 

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stay focused, stop guessing and 
actually build better 

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relationships and better 
relationships turns into sales. 

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So making sure that you're 
maintaining accurate, up to date

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customer data is extremely 
important. 

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All right. 
Bad data is like putting the 

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wrong address in your GPS, OK, 
it sends you in the wrong 

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direction. 
One of the best things you can 

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do in your CRM is keep your 
customers records clean. 

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Always confirm contact 
information, always fill out the

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necessary fields. 
So making sure if they have a 

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trade that that's filled in, 
making sure if they have a 

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vehicle of interest and there's 
a section for that in your CRM 

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that that is filled into. 
What this will do is this will 

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give you data to either your 
mind or look back at when it 

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comes time to and making sure 
everybody at every level is 

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recording every interaction with
your customers in your CRM. 

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This is going to keep all of 
your information up to date and 

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this is going to make it easy 
for follow up to happen even if 

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you don't know where that 
customer left off at right. 

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So how can automation help 
improve your CRM follow up 

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process? 
All right, so automation is 

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going to be how you make sure no
lead slips through the cracks. 

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OK, let's face it, even the best
sales Rep, it's busy, OK, we 

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miss follow-ups. 
So that's where your CRM 

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automation comes in. 
All right, it can step in, it 

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can do check in texts, perhaps 
emails on specific days. 

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Really take advantage of any 
automation that your CRM has to 

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offer. 
Make sure it's set up correctly 

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so you can kind of set it and 
forget it. 

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Hey, the best way to win with 
automation though, it's going to

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be personalization, a little 
touch such as your customer's 

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name, maybe the vehicle of 
interest. 

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This will get you a better open 
rate, especially if you utilize 

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that in the subject line. 
But you're going to get, you're 

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going to get a more personalized
touch with your automation 

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emails and hopefully a better 
reaction and engagement from 

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your customers that way. 
So lead. 

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Follow up is often inconsistent 
because there's no process in 

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place. 
Just as you would. 

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Jump on a new walk in or 
showroom walk in. 

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That's the type of mentality you
should have with a new Internet 

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lead. 
So making sure you have a 

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consistent follow up plan and 
process when working these new 

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Internet leads is going to be 
key to whether or not you're 

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successful with the leads. 
That you. 

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You are getting into your CRM 
OK, so one simple fix that 

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dealerships can be making today 
to to help. 

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Them. 
Have more conversions when it 

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comes to their Internet leads or
inbound phone calls is making 

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sure that you're responding 
faster. 

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I have had the opportunity to 
audit hundreds of dealers across

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the nation and one thing I found
to be very consistent with them 

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is that the follow up just isn't
there. 

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If they're following up within 
hours, maybe within days, that's

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not gonna capture that lead, 
that's not gonna capture that 

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customer. 
So making sure that you're 

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following up quicker, 30 minutes
is ideal. 

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But if you can get them within 
15 minutes or less, you're gonna

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have a much better chance at 
getting that customer to 

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actually walk through your 
doors. 

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Why are Internet leads often 
mishandled in power sports? 

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So the reason leads are often 
mishandled? 

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In powersports is because a lot 
of us are. 

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Treating them as if. 
They are. 

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A cold call when in fact this 
customer landed on your website,

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maybe a third party vendor. 
They filled out a form and gave 

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you their information to follow 
up with you. 

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So instead of taking the phone 
call, hey, this is Heather with 

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Easygoing Powersports, The 
reason for my call today. 

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Is to follow up. 
With you, did you have any 

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questions on the bike that you 
were looking at instead of 

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taking the phone call? 
In that matter, have a plan. 

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Be prepared. 
Have a game plan set in place. 

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What? 
Is your outcome that you're 

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hoping to get which should? 
Always. 

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Be to bring that customer into 
the dealership and know ahead of

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time what they're interested in,
if they have a trade, if they've

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provided that information and be
ready to talk about it. 

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Don't treat it as if you are an 
order taker and you're just 

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00:07:19,760 --> 00:07:21,480
there to answer their questions.
Treat it as though. 

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You are. 
Trying to do what's in their 

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best interest and that is to get
them into the dealership. 

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A few things that dealerships 
can start doing today to have a 

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better conversion rate of their 
Internet leads is have a game 

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00:07:33,440 --> 00:07:35,880
plan. 
Have somebody dedicated to your 

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00:07:35,880 --> 00:07:38,120
Internet lead follow up. 
Make sure that they are 

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00:07:38,120 --> 00:07:40,520
available. 
If you can't do that, round 

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Robin it, but have some sort of 
plan in place to make sure that 

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these Internet leads are getting
followed up with in a timely 

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00:07:45,680 --> 00:07:47,760
manner. 
Second, one, follow up within 15

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00:07:47,760 --> 00:07:50,400
minutes or less. 
I cannot stress that enough. 

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In 15 minutes, if you can get to
an Internet lead in 15 minutes 

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00:07:53,520 --> 00:07:57,040
or less or even 30 minutes or 
less, the chances of you 

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00:07:57,040 --> 00:08:01,520
capturing that customer before 
another dealership has are going

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00:08:01,520 --> 00:08:03,600
to be so much greater. 
You're going to have a much 

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00:08:03,600 --> 00:08:06,800
better chance at having a 
conversation with that customer,

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00:08:07,000 --> 00:08:09,320
giving them all the reasons to 
come into your dealership before

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00:08:09,320 --> 00:08:11,000
your competitor down the street 
does. 

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Which? 
Is super important. 

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00:08:12,520 --> 00:08:15,280
If you aren't calling your 
leads, your competitors are 

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00:08:15,280 --> 00:08:17,560
because their leads aren't just 
shopping you, they're shopping 

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00:08:17,840 --> 00:08:20,480
and multiple dealerships. 
So make sure that you are 

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responding in a timely manner. 
Now, when you respond, having a 

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00:08:24,240 --> 00:08:26,840
few touches versus just one 
touch is extremely important. 

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00:08:26,840 --> 00:08:29,360
I can't tell you how many. 
Dealerships just. 

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00:08:29,360 --> 00:08:33,039
E-mail their customers now an 
e-mail has about a 10% open 

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00:08:33,039 --> 00:08:35,880
rate, which is very low. 
Not to mention do you have a 

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00:08:35,880 --> 00:08:38,720
call to action in there? 
Do you have anything, do you 

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00:08:38,720 --> 00:08:42,400
have anything that really set 
you aside from your competitors 

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00:08:42,400 --> 00:08:44,200
or local shops that are close to
you? 

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00:08:44,200 --> 00:08:47,080
Probably slim to none. 
All right, so make sure that you

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00:08:47,160 --> 00:08:49,480
have more than just one touch 
with your customers. 3 touches 

189
00:08:49,480 --> 00:08:51,280
is ideal, especially for a brand
new lead. 

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00:08:51,480 --> 00:08:54,480
You want to phone them first, 
get them on the phone, stop them

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00:08:54,480 --> 00:08:56,960
from shopping your competitors 
and tell them why they need to 

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00:08:56,960 --> 00:08:58,920
come to your dealership. 
If they don't answer your first 

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00:08:58,920 --> 00:09:01,160
phone call, great. 
We've got texts that we can send

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00:09:01,160 --> 00:09:02,880
out. 
We are in the digital age, so a 

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00:09:02,880 --> 00:09:05,360
lot of customers are shopping 
digitally and that includes 

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00:09:05,560 --> 00:09:08,040
includes text message and then 
third an e-mail. 

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00:09:08,120 --> 00:09:10,840
So having those 3 touches is 
going to but heighten your 

198
00:09:10,840 --> 00:09:13,640
chance of converting that lead. 
Still guessing what to pay on a 

199
00:09:13,640 --> 00:09:16,440
used bike? 
Still holding aged units that 

200
00:09:16,440 --> 00:09:19,080
just won't move? 
It's time for a real system. 

201
00:09:19,160 --> 00:09:22,800
Moto Hunt's Ultimate Used 
Inventory Playbook shows how the

202
00:09:22,800 --> 00:09:26,680
best dealers are finding better 
inventory, pricing trades right,

203
00:09:26,960 --> 00:09:31,080
and turning used bikes faster 
with fewer mistakes and more 

204
00:09:31,080 --> 00:09:33,760
margin. 
It's short, real, and free to 

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00:09:33,760 --> 00:09:37,560
download right now. 
Visit dealers.motohunt.com to 

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00:09:37,560 --> 00:09:40,320
grab your copy or check for the 
link in the notes. 

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00:09:40,360 --> 00:09:40,400
Uh.