Carter Myers Automotive President and CEO Liza Borches praises customer relationship management (CRM) systems for maximizing sales productivity for the Virginia-based dealership.
“We believe the CRM is probably as important as any piece of software a dealership can have,” Borches told Mega Dealer News. “It helps us stay connected with customers in ways that weren’t there for us before.”
Borches, who succeeded her father in 2012, said the family-owned dealership is constantly looking for new ways to engage with customers.
“We work with Vend Solutions and we recently had one of their teams come in to work with our team on how to use the information we’re able to gather and about how to properly connect with customers," she said. "There’s so much we can and should be using.”
Borches said texting and sharing videos have proved to be two of the most effective forms of engagement.
“I think two key things are that those approaches help you to do targeting,” she said. “You can communicate with specific customers instead of just blasting out a generic message. That’s more likely to get a response. It allows us to identify customers that are more likely to be in-market.”
Borches said she believes Carter Myers was one of the first dealerships to utilize CRM software.
“Right now, I can’t imagine trying to operate a dealership without it,” she said. “I expect it to continue to be a staple of what we do going forward.”
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