Automotive CRM: Why DO we take down customer info?

Tuesday, June 30, 2009 by Steve Lausch

It's that time of the year again -- time to visit the dentist.  Since getting married, I'm actually going to begin seeing a new dentist, since hers was much closer than the office I was visiting in the past.

After my wife set up the appointment, she told me I had some paperwork to complete before my check-up.  And this got me thinking ... why is the dentist (or the doctor or the pizza guy, for that matter) interested in taking down my info?  Sure, part of it is due to the fact that he needs it to file with my insurance company; but there's something else...

The dentist plans for repeat business!  NOT ONLY does he plan to see me this month, but he FULLY INTENDS to see me again in six months, and again six months thereafter.  He not only plans to "sell" me my first cleaning, but EVERY cleaning thereafter.  Let's go further.  He also intends to service me with additional needs along the way, such as any cavities or (God forbid!) root canals.  Let's face it: this isn't that different than the mindset behind good, ol' fashioned automotive CRM.

If a dentist "gets" the idea of customer relationship managment (CRM), certainly an auto dealership salesperson who is closing a $20K sale (or much higher) should aim to sell every customer NOT one vehicle, but the REST of their vehicles.

Strong auto dealer CRM software combined with a strong commitment to "living out" automotive CRM will build a clientele as sure as the dentist does.  Try it and see!

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